Nissan had restructured its operations in Africa to “position the company for significant future growth as part of its mid-term business strategy”, the Japanese car manufacturer announced on Monday.

By the 2016 financial year Nissan aimed to double yearly sales on the continent, up from the 110 000 units sold at the end of the 2012 financial year.

Nissan had reorganised its African market into two regional business units (RBUs), “which hoped to further empower local management, increase integration of Africa-based functions and enhance regional expertise”.

Under the new structure, Nissan Motor Egypt (NMEG) expanded its scope to manage the newly established Africa North RBU, headed by NMEG MD Kazutaka Nambu, and which included Egypt, Morocco, Algeria, Libya, Sudan and Tunisia.

RBU Africa South comprised the remaining African markets, including South Africa, Nigeria, Ghana, Angola and Kenya and was managed by Nissan South Africa MD Mike Whitfield.

Both RBUs, which assumed responsibility for all locally based functions, including sales, marketing and manufacturing, would continue to be supported by Nissan’s global headquarters in Yokohama, Japan.

“The African automotive market has huge potential for growth. Currently Nissan has a 7.9% share, but as part of our mid-term plan we want to increase that significantly through new model introductions, building a stronger brand and expanding our retail network,” said Nissan Africa, Middle East and India executive VP and chairperson Trevor Mann. 

“The new business structure will help us achieve these objectives by placing a greater emphasis on empowering our teams within Africa, who are best-placed to understand and serve our customers and react to a diverse and complex market.”

Last year Nissan grew its sales in Africa 19.6% year-on-year, almost double the rate of growth in the overall domestic market, with Egypt up 50% and South Africa 14% on 2011.

To help increase sales in Africa a number of new models had already been confirmed for the continent, including an all-new, South African-produced pick-up truck, as well as the launch of the Datsun brand in South Africa before the end of the 2014 financial year.

Nissan also planned to introduce the zero-emission Nissan Leaf electric vehicle to South Africa during the 2013 financial year.