Nissan aims to quadruple PH market share this year

by Jon Carlos Rodriguez,

Posted at Mar 07 2014 05:24 PM | Updated as of Mar 08 2014 02:43 AM

MANILA, Philippines – Nissan Philippines, Inc. (NPI) is targeting to quadruple its share of the Philippine automotive industry this year, NPI sales general manager Lee Junia said on Friday.

Junia said Nissan is looking to increase its current market share in the country to at least 4% in 2014 by strengthening its branding, sales and marketing strategy, and dealer operations.

According to the Chamber of Automotive Manufacturers of the Philippines Inc. (CAMPI), Nissan currently has a market share of a little over 1%.

“We’re looking at a modest 4% market share. But that’s the minimum. We want to be very ambitious in terms of our penetration in this particular market. We want to get as much share as we can, but we do realize that this is only the beginning—the product is only one aspect of our marketing,” he told

Nissan Philippines, Inc. sales general manager Lee Junia

CAMPI said Toyota Motors was the best performer in 2013, commanding over two-fifths of total market share while Mitsubishi came in second with a quarter of the market.

CAMPI said 2013 was a banner year for the automotive industry.

“We have a growing market, so there is enough for everyone. Just how much you want, is going to be the question. And we want as much as we can,” said Junia.

He added that the company is targeting to sell 8,900 units this year, an increase of 17% year-on-year.

He said that on average, the combined sales of Nissan Motor Philippines Inc. (NMPI) and Universal Motors Corporation (UMC) are over 6,000 units.

On Friday, Nissan launched two new models, the Nissan Sylphy and Nissan Altima, to mark the beginning of more Nissan products to arrive in the Philippine market.

“The market landscape is fluid. It always changes, but one advantage we have is now we are offering new products into the market—products that have long been missing,” Junia said.

NPI president and managing director Kenji Naito, meanwhile, said the firm is looking to increase its market share in the Philippines to two digits in the next couple of years.

Naito declined to give a specific target.

Nissan Philippines

Nissan Motor Co. Ltd. earlier announced the formation of NPI as the Philippines’ sales company.

Nissan said it remains to recognize NMPI and UMC as “important partners in the Philippines, as both will continue to assemble Nissan vehicles for the Filipino market.”

Junia said with the new structure, Nissan Philippines now has “a better control over the network and better focus in terms of marketing direction.”

He added that the firm may consider expanding its dealer network and workforce as more products are expected to arrive in the near future.

“Definitely downstream, in terms of our dealers and their supply chain, it will benefit them because we expect volume to increase. As the volume of operations increase, then definitely there’s need for more people to provide more service,” he said.

Nissan currently has 29 dealers nationwide.