Nissan Canada Planning For Dealer Growth

Nissan Canada announced its intention to significantly expand its dealer presence in Canada, optimize its current retail network, and ensure a strong customer experience in order to secure a larger percentage of the overall market.

The Nissan Canada dealer strategy is considered an essential element in achieving global growth objectives outlined in the “Nissan Power 88” business plan for fiscal years 2011 to 2016 announced by Global CEO Carlos Ghosn in late June.  Nissan Power 88 calls for a global market share of eight per cent and commits to enhancing its customers’ entire ownership experience through increased investments in its brand, product and retail networks.

“The optimization of our retail network and customer experience will help to put more Canadians behind the wheel of one of our best in class vehicles, and is an essential complement to our global product investments,” said Allen Childs, president of Nissan Canada.  “Expanding our dealer presence, effectiveness and customer experience is an essential complement to our vehicle line-up. Currently our geographic coverage of the Canadian market is less than our key competitors.   Simply put, if we want to sell more cars and meet our global growth target of eight per cent of market share – we will need to provide our customers with improved choice through additional retail locations.

With 21 different car and truck models currently available to the Canadian market, Nissan Canada has a full range of vehicles available to meet the needs of Canadian drivers.

In addition to the World Car of the Year 2011, the zero-emission Nissan LEAF, the Nissan Canada line-up currently ranges from the vehicle with the lowest MSRP in Canada, the MY12 Versa sedan to the 370 Z and exclusive GT-R, in addition to the well-known Sentra and Altima, the Titan full-size Pickup and a range of popular cross-over models from Rogue to Murano.

In order to maximize the effectiveness of its dealer strategy, Nissan Canada has engaged global experts to conduct a review of the Canadian marketplace, identifying geographical opportunities to expand the dealer network as well as reviewing Nissan Canada operations in support of its dealers, and strategies to enhance the customer experience.

“While this won’t all happen overnight, we want to let Canadians know about our commitment to the customer experience and that they can expect to hear a lot more from Nissan in the very near future,” stated Childs.