Nissan Faces Major Setback as It Drops from Top 10 in Global Auto Sales

What's Happening?

Nissan has experienced a significant decline in its global auto sales, falling out of the top 10 for the first time in 16 years. According to MarketLines data, Nissan's sales dropped by 6.0 percent to 1.61 million vehicles in the first half of 2025. This decline has allowed competitors such as Chinese automakers BYD and Geely to surpass Nissan, with BYD achieving a 33 percent increase in sales. Additionally, Suzuki has outsold Nissan for the first time since 2004, selling 1.63 million vehicles. Nissan's financial struggles are evident, with a reported loss of ¥15.7 billion (approximately $105 million) between April and June, marking its fourth consecutive quarterly loss. The company is facing challenges in its largest market, China, where sales fell by 18 percent to 270,000 units, and in Japan, where sales declined by 10 percent to 220,000 units.

Why It's Important?

Nissan's drop from the top 10 in global auto sales highlights the competitive pressures in the automotive industry, particularly from emerging Chinese manufacturers. This shift could impact Nissan's market share and influence its strategic decisions moving forward. The decline in sales and financial losses may affect Nissan's ability to invest in new technologies and expand its electric vehicle lineup, which is crucial for staying competitive in the evolving market. The company's struggles in China, a key market for growth, could have long-term implications for its global strategy and profitability. Additionally, the loss of domestic sales in Japan to historic lows since 1993 underscores the need for Nissan to reassess its approach to product offerings and market positioning.

What's Next?

Nissan is taking steps to revitalize its lineup and improve sales performance. In the U.S., the company has launched the new Leaf EV at a competitive price and is seeing positive momentum with the refreshed Kicks model. Reports suggest that Nissan may reintroduce the Xterra SUV to attract more customers. In China, Nissan has introduced the N7 EV sedan, which has started strong, and plans to release additional EV models in the region. These efforts indicate Nissan's commitment to adapting to market demands and enhancing its product offerings to regain its position in the global auto sales rankings.