Engineering News

Nissan has restructured its operations in Africa to “position the company for significant future growth as part of its midterm business strategy”, says the Japanese car manufacturer.

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

New Structure

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

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

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

Both RBUs, which assume responsibility for all locally based functions, including sales, marketing and manufacturing, will 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 midterm plan we want to increase that significantly through new model introductions, building a stronger brand and expanding our retail network,” says Nissan Africa, Middle East and India executive VP and chairperson Trevor Mann.

“The new business structure will help us achieve these objectives by placing 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 by 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.

New Models

To help increase sales in Africa, a number of new models have 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 plans to introduce the zero-emissions Nissan Leaf electric vehicle in South Africa during the 2013 financial year.