Nissan Middle East announced a 26.2% rise in sales for the 2012 financial year (FY2012) ending 31 March 2013. The result, which outperformed the overall market trend by 1.1%, follows a year of award-winning brand building activities during which five new exciting and innovative models were launched. Nissan Middle East achieved 14.4%* market share, up 0.1% on FY2011. The performance has led Nissan to predict positive growth 2013 in the Middle East during which it is forecasting a minimum 11.1% rise in sales against expected market growth of 5%. By the close of FY2013, Nissan Middle East expects a market share across the region to be 15.2%. “Nissan's strategy in the Middle East is based on the global strategy, ‘Nissan Power 88', a wide-ranging six year business plan announced in FY2011 that will accelerate the company's growth,” said Samir Cherfan, Managing Director Nissan Middle East. “Based on Power 88, Nissan is aggressively renewing its product line-up in the region and heavily investing in powerful — sometimes record-breaking — brand initiatives. In financial year 2012, Nissan launched a new model almost every two months in the Middle East, all of which were enthusiastically welcomed by car buyers. “These new models played their part in our strong performance this year but there were also powerful market forces driving growth. Most significant of those was the removal of the supply constraints experienced in FY2011, caused by natural disasters negatively impacting production of Japanese automotive manufacturers. Nissan recovered more rapidly than its competitors due to immediate implementation of counter measures but, inevitably, this did constrain supply to the market. “In FY2012 these headwinds passed and, in combination with positive economic conditions across the Middle East, led to higher growth in the automotive market. While we forecast a continued expansion in FY2013, with total sales again rising, the rate will be linked to organic growth levels,” Samir concluded. Nissan will enjoy full years sale of the new models introduced in FY2012, which are expected to play a major part in increasing market share. Its leadership in the B/C segment was reinforced with the introduction of an all-new name to arguably the most competitive of segments, the Nissan Sentra small-sedan. In the first 50 days of its availability, nearly 1,500 Sentras were sold, reinforcing Nissan's position as segment leader. Nissan will now use the strong initial response from the region's car buyers as a platform on which to build towards an ambitious target of 25,000 Sentra sales per year in the GCC region. Sales of another of Nissan's B/C segment nameplates, Nissan Sunny (launched late in FY2011), also produced encouraging results in FY2012. Sales jumped a remarkable 50% during the first three quarters compared with the same period in 2011 resulting in an impressive 18,000 units sold. Sunny's year was crowned when it was voted ‘Best small sedan' by Wheels magazine, one of the Middle East's most respected automotive titles. Nissan Patrol, the iconic Hero of All Terrain and one of the region's most popular vehicles, witnessed its most successful year in the Gulf since launch with a staggering 66% increase in sales — far outstripping the segment average increase of 24%. In total more than 14,000 units were sold across the region cementing its authority in the SUV segment with a market share of 22%. "The desirability of Nissan cars has never been so high, and this is supported by our intensive network of presales and aftersales functions across the region, which heighten the quality of our customers' holistic experience,” said Samir. “The Middle East represents a very important and strategic market for Nissan and we will continue our drive to exceed customer expectations. The positive figures of FY2012 also reflect the strong gains we have made in expanding consumer confidence in our brand.” To support Power 88, Nissan launched its first global brand campaign in FY2012, supported in the Middle East with a multi-million dollar campaign in Dubai International Airport. Fittingly for the Middle East's most visible brand campaign, it also achieved a Guinness World Record with the accompanying production of the world's largest indoor illuminated advertising sign — over 174 sq. m. — SG
