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Nissan had a rough 2022, with consistently declining sales throughout the year. However, recent statistics indicate that things might be looking up for the automaker, with 2023 being a definite improvement over 2022.

Nissan’s 2023 sales: performance by quarter

The sales figures from Q4 2022 to Q2 2023 show a noteworthy progression for Nissan. According to GoodCarBadCar, Nissan commenced the fourth quarter of 2020 with 222,643 units sold, indicating a solid finish to the otherwise tumultuous year. The sales figures began steadily rising in 2021, with the automaker starting the year with 266,481 units in the first quarter of 2021.

The sales further increased to 280,283 units in the second quarter of the year, suggesting a positive trajectory for the automaker in terms of sales volume. However, as the year progressed, Nissan experienced a dip in sales, with figures dropping to 188,291 units in Q3 2021, followed by another decline in Q4. The automaker eventually closed the year with 184,035 units sold in the fourth quarter of 2021.

The brand managed to recover some ground in its sales volume at the start of 2022, with sales figures climbing back up to 189,839 units in Q1. This upward swing indicated its adaptability and resilience in response to the challenges it faced at the close of 2021. However, 2022 was not to be a good year for the automaker as Q2 marked the beginning of a very steep slope for the brand.

In Q2 2022, Nissan sold 172,620 units, with the sales further dipping in Q3 with 142,848 units sold. Despite the poor sales numbers throughout the year, Nissan closed 2022 with 177,442 units sold, marking a relatively solid end to the year. Nissan witnessed an upturn in sales in Q1 2023, with figures totaling 220,058 units. This was a promising start to the new year and set the tone for the brand. The positive momentum seeped into the second quarter, where Nissan sold 227,824 units.

Nissan’s planned changes in its vehicle lineup

Nissan’s vehicle lineup can be categorized into four: sedans, SUVs, trucks, and commercial vehicles. Nissan’s sedan lineup includes the Versa, Sentra, Leaf, Altima, Maxima, GT-R, and 370Z. In the SUV segment, Nissan offers the Kicks, Rogue, Pathfinder, Armada, Murano, and the upcoming electric SUV Ariya.

Nissan only has two trucks, the Frontier, also known as the Navara, and the barely holding-on Titan. The NV200 and NV are the only offerings in the commercial vehicle category. Nissan discontinued the Juke for the Kicks, the Terra for the Rogue, and the Cube, which competed against the Kia Soul.

According to J.D. Power, Nissan plans to add the Rogue Sport to its discontinued vehicles pile. A news release by Nissan also states that all 2024 models with the brand’s tech feature, NissanConnect, will have an extended trial period of three years up from the previous six-month trial. Additionally, the 2024 models come with the revamped Nissan logo.

Nissan will not produce a 2024 model year for the Maxima as the name takes a gap year while the automaker begins its lineup shuffle. Most 2024 model-year vehicles largely remain unchanged, with most of the changes in other vehicles being minor exterior updates. 

For instance, the 2024 Nissan Sentra gets a new exterior, updated technology and headlight styling, new alloy wheels, and more infotainment features like an eight-speaker Bose Premium Audio system for the SV Premium trim. The Titan gets a refreshed exterior with a gloss black front grille, 20-inch bronze wheels, and full LED highlights.

What’s preventing Nissan from rising to its competition

Nissan has been a major player in the automotive industry for a long time. However, it has faced some challenges in recent years that have affected its competitive position. One of the issues is management and leadership. The brand’s former chairman, Carlos Ghosn, was involved in numerous scandals that tainted its reputation.

Additionally, Nissan vehicles aren’t exactly known for their reliability. Still, these factors aren’t holding back Nissan’s 2023 sales as much as last year. The automaker is hopeful for continued improvement heading into Q4 2023 and beyond.


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