Nissan’s US Comeback Doesn’t Tell the Whole Story
Nissan’s fortunes in the US are finally looking up. The brand has notched 19 straight months of sales growth – a rare bit of good news for a company still clawing its way out of a rough patch.
But zoom out to the global stage, and things get a lot gloomier. If trends hold, Nissan could wrap up 2026 with its weakest sales numbers since 2003 – a stark reminder of just how tough it is to keep up in today’s cutthroat car market.
Nissan
China Is the Biggest Drag on Nissan’s Global Sales
From January to August of this year, Nissan sold just under 2 million vehicles worldwide, which is a 9.2% drop from last year, according to data compiled by Automotive News. If this trend continues, the company could have its worst sales year since 2003, with sales just above 2.9 million.
China is the main reason for the decline. Nissan’s sales there dropped 27% this year, and August was especially bad with a 52% decrease. For comparison, Nissan sold 1.5 million cars in China in 2018. This year, it has sold only 289,410 through August.
The problem extends beyond China, too. Nissan has been losing ground in Southeast Asia, including the Philippines, as Chinese automakers expand their presence with increasingly competitive vehicles. Sales also declined in Canada, Europe, and several other markets through August.
To reach 3 million sales by the end of the year, Nissan would need to produce almost 267,000 cars each month from September to December, which is a 29% increase over its August numbers. This will be difficult, especially since the lineup needs updates and competitors are close behind.
Anton Andres/Autoblog
Nissan Expands Chinese Exports
The US remains Nissan’s best chance for a recovery. Retail sales rose 8.1% through September, reaching 557,568 units, as the company shifts away from fleet sales and focuses on individual buyers. Total US deliveries also increased slightly by 0.6% to 716,283 vehicles.
Nissan expects the Rogue e-Power hybrid, scheduled to arrive in November, to provide another boost. The company is also targeting one million US sales by the end of 2027.
Outside North America, Nissan is looking to make better use of its Chinese operations. On October 8, the automaker announced plans to introduce the Frontier Pro and Navara Pro pickups in international markets. Developed and manufactured by its Zhengzhou Nissan joint venture, the pickups mark Nissan’s first model designed and built in China specifically for global export.
The Navara Pro will hit showrooms in the Philippines and the Middle East in 2026, with Australia and New Zealand getting their turn in 2027. Depending on where you are, you’ll get either a plug-in hybrid or a good old-fashioned gas engine. Nissan also wants to ship its N7 electrified sedan from China to places like ASEAN and Latin America.
These new moves give Nissan more ways to chase buyers, but whether they’ll actually move the needle on global sales is anyone’s guess. For now, the US comeback is the only real bright spot, while China and the rest of the world keep dragging the brand down.
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