Nissan’s goal to become the best selling Asian brand in Europe is currently held back by Germany as people living there, love the domestic automakers. If the market share in Europe as a whole is 3.6 percent, in Germany, Nissan’s brand share was only 2 percent in the first nine months of this year.
The Japanese company aims to increase its European share to 5 percent by 2016 and in this way overtake Toyota, which has a 4 percent share in Europe and 2.3 percent share in Germany. Besides the German brands, Nissan’s biggest rival seems to be the South Korean manufacturer Hyundai, which has a 3.3 percent share in Germany.
Still, Nissan does better than Kia, which has a 1.8 percent share. German market is dominated by Volkswagen with a 21 percent share, followed by Mercedes-Benz with 8.9 percent share and BMW with 7.8 percent.
Ford is also considered a domestic brand as its European headquarters are located in Cologne and according to Federal Transport Agency the American brand has a 7 percent share.
Opel is even better than Ford with a 7.3 percent share. So, Nissan needs to do something in order to improve its market share and according to its Europe Chairman Paul Wilcox, the company needs more clarity on what the brand stood for. [source: automotive news - sub. required]