Will Nissan Regain Its Lost Glory In The Philippines?
Automology's Philippines correspondent, HAROLD, takes a closer look at what once was the leading car brand in the country. Nis...
https://automology.blogspot.com/2013/11/will-nissan-regain-its-lost-glory-in.html
Automology's Philippines correspondent, HAROLD, takes a closer look at what once was the leading car brand in the country.
Nissan is a leading brand in many major markets around the world. It is the number 1 Japanese Brand in China with a projected 1.2 million vehicle sale this year (Toyota will get 900k). It is among the top selling brands in the USA. It used to be number 1 in the Philippines for passenger car sales (Nissan Sentra) and low end sedans (Nissan Exalta) in the 90s. Today, Nissan is at the bottom of the list of Top 10 Car Brands Sold in the Philippines. It has been overtaken by Mitsubishi, Hyundai, Honda, Isuzu and Ford (Toyota being the consistent number 1). What happened? And will it be able to regain its lost glory in the Philippines?
The
reason for Nissan’s decline can in part be attributed to distributorship structure. It has 2
‘exclusive’ distributors (a laughing stock in the Nissan circles
worldwide). The first is Nissan Motors Philippines Inc (NMPI) controlled
by the Taiwan based Yulon Group and the second is Universal Motors
Corporation (UMC) owned by Richard Lee’s Group, a Filipino conglomerate,
which also owns the exclusive distributorships of Chevrolet, Hyundai and
Volvo in the Philippines.
NMPI
is the exclusive distributor for Nissan passenger cars but has only
been selling Nissan Almera and X-Trail. On the other hand, UMC is the
exclusive distributor of Nissan light trucks and utility vehicles, but
its bestseller is still the 20 year old Nissan Urvan and augmented
lately by the Nissan Navarra pickup. So, I wonder, who will sell the
Cube, Altima, Maxima, Juke, XTerra and Pathfinder. Or will they ever
sell the R35 GTR or 370Z sports cars?
|
So,
comes the news of the merger of NMPI and UMC or, better said, the
coming of Nissan Motors Ltd (the Japanese mother company), who will now
run the show. So the industry is now excited. Will Carlos Ghosn, the
Nissan and Renault ‘Big Boss’, also a veritable turnaround artist, be
able to turnaround the dismal state of Nissan in the Philippines, back
to its previous glory? Or better yet, reach greater heights? Will Nissan
challenge the leadership of Toyota, Mitsubishi and Hyundai? Can it even
surpass Honda?
By
way of information, X-1R Engine Treatment, X-1R Petrol and Diesel
Treatments are carried by all Nissan outlets and offered as part of
their Preventive Maintenance Service. It would be nice indeed if Nissan
goes back to its previous glory.
image: nissan.com.ph |