Introduction of Nissan Magnite and Other Launches Aim for 1% Additional Market Participation by 2025
With the introduction of the Nissan Magnite, “the City SUV” – a new category within the light vehicle platform, little explored – and some other launches, Nissan Mexicana aims to increase an additional 1 percentage point for 2025 in its market participation from total auto sales in Mexico.
Current Market Position and Aspirations
Currently, Nissan holds 17.1% of the total market sales in Mexico, meaning that out of every 100 units sold, 17 are Nissan vehicles. This places the brand as the leader in the top ten auto sales in the country. However, the Japanese automaker aims to reach 18% market commercialization.
Nissan Mexicana’s Strategy
Humberto Gómez, Senior Director of Marketing and Sales for Nissan Mexicana, stated in an interview with El Economista that the Nissan Magnite is a new niche created by the brand, blending SUV and City Car (hatchback) elements to meet customer demand. This resulted in a City SUV that is larger than a City Car but smaller than a traditional SUV.
“This vehicle will give Nissan an extra boost to remain the market leader in Mexico and gain ground,” he bet.
According to the marketing and sales head of the Japanese brand in Mexico, Nissan expects to sell between 24,000 and 27,000 Magnite units annually, averaging 2,000 monthly sales. This will add to their existing vehicle platform, which includes the March, Versa, Sentra, Kicks, X-Trail, and NP300 models.
Market Outlook and Sales Targets
Nissan believes the Mexican market will continue to grow, with projections estimating growth by 2025 despite the Association of Mexican Automobile Distributors’ (AMDA) forecast of a slowdown in auto sales.
Nissan Magnite: Features and Pricing
The Nissan Magnite, manufactured in India and successful in over 23 international markets including Europe, features a HR10DET 1.0-liter turbo engine with 99 horsepower and 118 lb-ft of torque for manual transmission or 112 lb-ft for CVT, ensuring agile and balanced performance suitable for urban versatility.
In the Mexican market, the Magnite is priced between 388,900 and 456,900 pesos. Although not assembled in Nissan’s Mexican plants, the strategy is to maintain imports from India.
Key Questions and Answers
- What is the Nissan Magnite? The Nissan Magnite is a new City SUV category blending elements of an SUV and City Car (hatchback) to meet customer demand.
- What is Nissan Mexicana’s current market share? Nissan Mexicana holds 17.1% of the total market sales in Mexico.
- What are Nissan’s market participation goals by 2025? Nissan aims to increase its market participation by an additional 1 percentage point, reaching 18% by 2025.
- What are Nissan’s annual sales targets for the Magnite? Nissan expects to sell between 24,000 and 27,000 Magnite units annually.
- Is the Nissan Magnite produced in Mexico? No, the Nissan Magnite is manufactured in India and imported to the Mexican market.
