Nissan is facing a serious crisis, although it registered an increase in sales in the United States which offered temporary relief; however, this growth was not enough to offset the losses observed in China and other international markets.
As of August, the brand had delivered 1,932,790 vehicles globally, representing a 9.2% reduction. If this trend continues, Nissan may end 2026 with approximately 2.9 million units sold. If this happens, it would be the company's worst performance since 2003, when it reached 2.968 million cars.
To exceed the 3 million unit mark, it would be necessary to sell almost 267 thousand vehicles monthly between September and December, corresponding to a pace 29% higher than that recorded in August.
Sam Fiorani, Vice President of the consultancy AutoForecast Solutions, pointed out that the company's recovery is being hindered by strong competition, the need for model renewal, economic conditions, and high interest rates.
In China, which is Nissan's second-largest market, sales dropped drastically, receding 27% by August, totaling 289,410 units, and plunging 52% in August alone. At its peak period in 2018, the volume was about 1.5 million vehicles.
Michael Dunne, from the consultancy Dunne Insights, predicts that sales in China will remain below 450 thousand in 2026. According to him, the rapid transition to electric vehicles initiated in 2020 harmed the brand, as its launches failed to convince consumers in terms of equipment and software.
The pressure exerted by Chinese manufacturers is also affecting markets such as Indonesia, the Philippines, and Thailand. Outside Asia, percentage drops were 16% in Canada, 12% in Europe, and 14% in other regions, such as the Middle East.
In the United States, deliveries showed an increase of 0.6% up to September, reaching 716,283 vehicles. Furthermore, direct consumer sales grew by 8.1% up to August, representing one-third of the brand's total volume through this channel.
Christian Meunier, President of Nissan Americas, set the goal of achieving 1 million annual sales in the country by the end of 2027. To achieve this objective, Nissan is focusing on the hybrid Rogue e-Power model, scheduled for launch in November, and offering 60-month interest-free financing.
Parallel to the market difficulties, Nissan is undergoing a restructuring under the leadership of CEO Ivan Espinosa. This plan foresees savings of US$ 3.1 billion, the dismissal of 20 thousand employees (equivalent to 15% of the global workforce), and the closure of seven factories.
In Brazil, the brand introduced the Kait at the end of 2025. This compact SUV, manufactured in Resende (RJ), replaces the Kicks Play and is expected to be exported to more than 20 nations.