Nissan Headlines Industry’s Poor April Sales Figures

May 2, 2018
Multiple automakers endured a rough month in April, and Nissan in particular saw its sales figures decline sharply.

May 2, 2018—Multiple automakers endured a rough month in April, and Nissan in particular saw its sales figures decline sharply. According to a USA Today report, Edmunds.com projected an industrywide sales decline of 6 percent, while Cox Automotive expected a decline of 3.6 percent.

Nissan reported an eye-opening sales decline of 28 percent, with analysts noting that the Japanese OEM is slashing its sales to fleet customers that are less profitable. Nissan’s new CEO, Hiroto Saikawa, explained in January that the company would start prioritizing “quality” sales, or, in other words, sales to individual consumers.

Honda’s sales declined 9.2 percent, as the company’s decision to limit discounts played a role. Ford’s struggles continued as sales dipped 4.7 percent. Toyota’s sales also dipped 4.7 percents, as its passenger cars recorded a 12.7 percent decline.

Subaru (up 1.5 percent) managed to post its best April ever, largely due to its redesign of the Crosstrek; that model’s sales spiked 69.9 percent to 12,266 units. Meanwhile, Fiat-Chrysler, and Volkswagen, each posted 4.5 percent sales increases.

While the industry continued to shift from cars to crossover vehicles, SUVs and trucks last month, automakers are largely fairing decently due to the fact that larger vehicles are, of course, more profitable.

Sponsored Recommendations

Valvoline Partner Solutions

We arm you with products that build trust, tools that unlock productivity, and training that drives business performance, so you feel confident in where your...

Grow the business you know

Enjoy the videos and music you love, upload original content, and share it all with friends, family, and the world on YouTube.

Solutions that drive results

Connect with Valvoline experts to increase operational efficiency and customer loyalty – from Valvoline-funded promotions to hands-on training, we’re here to...

Free Resources for Shops Like Yours

View insights, research and solutions curated specifically for shops like yours.