Nissan U.S. Hits 12 Consecutive Months of Dealer Retail Sales Growth, Now America’s Fastest-Growing Mainstream Brand

Nashville, Tenn. – Nissan is capping off fiscal year 2025 (April 1–March 31), emerging as the fastest-growing mainstream automotive brand in the U.S. over the past 12 months and delivering 12 consecutive months of dealer retail sales1 growth. The company was one of only three automakers to grow dealer retail volume in 2025, clear proof that its focused, disciplined approach is gaining traction. Nissan also delivered a 19.6% year-over-year increase in retail market share, with dealer retail sales rising by more than 43,000 units compared to the prior year. The U.S. plays a central role in Nissan's global strategy and in its Re:Nissan turnaround plan, serving as a key market and a top priority for future growth, with a clear ambition to achieve million units in annual sales by fiscal year 2030. "We made a deliberate decision to put dealer retail, the customer experience and brand strength first, and the market is responding," said Christian Meunier, chairman, Nissan Americas. "This is about building momentum the right way — strengthening the brand with products customers want to drive and dealers are proud to sell." Retail-first strategy driving stronger returns Nissan's momentum is driven by a clear focus on selling more vehicles through its dealers, rather than through lower-margin fleet channels. That shift is helping boost resale values and strengthen profitability across the dealer network. The brand's trucks and SUVs are leading the charge, with strong demand for models like Frontier, Pathfinder, Armada and Rogue. Armada sales up 72% Pathfinder sales up 44% Rogue sales up 17% Frontier sales up 15% Disciplined execution delivering real results Behind the sales momentum is a sharper, more focused business foundation: Localization increased from 44% and peaked at 65% in fiscal year 2025. The company's goal is to increase U.S. localized production to 80%. Together, these actions are strengthening profitability while positioning Nissan to compete more effectively in a rapidly evolving U.S. market. Built for what's next With a strengthened product lineup, a more resilient cost structure and a continued commitment to dealer partnership, Nissan is entering fiscal year 2026 with clear momentum — accelerated by the upcoming launch of the new Rogue Hybrid e‑POWER. "Our strategy is working because it's disciplined, focused and built for the long term," said Meunier. "We're investing where it matters: our dealers, our products and our customers. The results are real, the foundation is strong, and this is only the beginning." Nissan recently announced its full-year financial results, delivering steady progress under the Re:Nissan plan, with positive operating profit for the year and positive free cash flow in the second half. The company strengthened its business foundation and improved overall operating performance, even amid a challenging global environment. ______ Q&A Q: What's driving Nissan's recent sales growth in the U.S? A: Our clear shift to a retail-first strategy, combined with strong demand for trucks and SUVs like Frontier, Pathfinder, Armada and Rogue. Q: Why move away from fleet sales? A: Retail sales drive stronger margins, brand value, better resale prices and higher dealer profitability; it's more sustainable growth. That said, fleet still plays a role where it makes strategic sense. A: We stayed disciplined, focused on high-demand products, controlled incentives and prioritized profitable retail sales over volume. Q: Is this growth sustainable? A: Yes. It's backed by structural changes – a strong team, better product mix, increased localization and a consistent focus on dealers and customers.