Nissan's Global Sales Slip in 2025, Marking a Challenging Year for the Japanese Automaker
Nissan Motor Company closed out a difficult 2025 with global sales falling 6.7% year-on-year in December to 272,782 vehicles, capping a year where total volume slipped 4.4% to just over 3.2 million units. The December figures, covering both Nissan and Infiniti brands, highlight persistent challenges in the automaker's domestic market and major overseas regions.
The full-year results reveal a stark geographic divide. While North American deliveries grew 2.2%, led by strength in Mexico and Canada, sales in Japan plummeted over 15%. The critical Chinese market saw a 6.3% contraction, and European sales fell 7.2%. This regional imbalance underscores Nissan's struggle to maintain momentum amid intense competition and shifting consumer preferences towards electric vehicles.
Production cuts mirrored the sales downturn. Global output fell 5.7% in 2025, with a steep 14% decline in Japanese factories. Notably, exports from Japan—a traditional strength—crashed by over 17%, with shipments to North America and Europe down nearly 29% and 36%, respectively. Analysts point to a combination of factors, including supply chain adjustments, aggressive pricing from rivals, and a slower-than-expected transition to Nissan's newer electric models.
Industry Voices React:
Michael Chen, Auto Analyst at Horizon Insights: "The numbers confirm a strategic inflection point. Nissan's reliance on certain markets is proving volatile. Their growth in North America is positive, but it's not enough to offset the deep losses in Japan and China. The export collapse is particularly worrying—it suggests a fundamental competitiveness issue in their home production base."
Sarah Jenkins, Retail Investor & Nissan Enthusiast: "As a long-time shareholder, I'm deeply frustrated. We keep hearing about the 'Nissan Next' turnaround plan, but these results feel like a step backward. The 15% drop in domestic sales is catastrophic. Where is the exciting product? Where is the electric vehicle leadership they promised? The board needs to reassess its strategy urgently."
David Park, Former Dealership Manager: "The North American numbers show there's still demand for Nissan's core products like the Rogue. The issue is consistency. In the showroom, customers are asking about hybrids and EVs, and the conversation often shifts to competitors who have more visible options. Nissan has to close that perception gap fast."
Priya Sharma, Supply Chain Consultant: "The production data tells its own story. The significant drop in output, especially in Japan and for exports, isn't just about demand. It likely reflects ongoing optimization and a painful shift in their global manufacturing footprint. This short-term pain might be necessary for long-term efficiency."
The full-year report sets a sober tone for Nissan's upcoming fiscal announcements. All eyes will now be on the automaker's guidance for 2026 and its plans to reignite growth in faltering markets while capitalizing on its North American foothold.
Source: Based on data originally reported by Just Auto.
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