Nissan held a special press conference to showcase its fiscal year 2015 in front of the media and present the accomplishments in the last year. “We haven’t just experienced an increase in sales over these past five years,” commented Samir Cherfan, Managing Director, Nissan Middle East. “Nissan has grown in terms of volume, market share, customer satisfaction and brand power. We have put in place a game changing plan in our key market, Saudi Arabia, which has been instrumental in achieving our growth strategy.”
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There are basically three pillars behind the brand’s success in the region. The first pillar is the management of the brand’s core models i.e. Patrol, X-Trail, Pathfinder, Altima, Maxima, Sunny, Sentra and Nissan Pick-up. “In the past 5 years, we have managed to achieve 70% of our sales volume through our core models. The increase of Patrol sales by 235% and the X-trail by 440% in this 5-year period a testament that our core model product line-up strategy is effective,” said Cherfan.
The second pillar is about further developing better customer service. Nissan has reached a top group position in all the key GCC markets and came first in more than half. And, the third pillar is about the performance of the brand itself. Nissan entered the Top 100 best global brands by Interbrand with a ranking of 49 in 2015. Examples of boosting brand performance include GT Academy, UEFA and the ICC sponsorship. Ofcourse, there is the addition of the NISMO brand and the 5 Guinness World Records as well. “Our brand has been the most awarded automotive brand in the region, grabbing 32 awards in 5 years, in addition to increasing purchase consideration by 49%, validating that our brand strategy resonates with our target audience,” added Cherfan.
Nissan is looking at FY16 positively and is forecasting GCC volume growth of 12% and market share growth of 15%.
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