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Nissan Wants to Take Down Toyota in America

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2016 Nissan Maxima on road

The auto industry is a curious beast. When VW had the goal of beating Toyota to become the biggest-selling automaker in the world (which it did from January-June of 2015, pre-Dieselgate), the goal was kept internal and not publicized. On the other hand, pickup truck manufacturers are constantly at each other’s throats and consider mocking each other a key part of their marketing strategies.

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Nissan has decided to follow in American automaker’s footsteps and has openly declared its aspiration to close in on Toyota’s American market share by 2020. Nissan’s boss, Carlos Ghosn, is the force behind this goal and wants to take 10% of the US market. The management of the US branch of Nissan has recently gone through a tumultuous change, so this is the perfect time to set new goals for them.

Besides Toyota, Ghosn wants the combined power of Nissan and Infiniti to overtake Honda and its luxury Acura brand on the way to toppling Toyota’s trio of brands, which includes Lexus and Scion.

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As Automotive News points out, this challenge could prove quite the task. Nissan and Infiniti have a 8.5% share in the American automotive market, and the share hasn’t shown any growth even after the major redesigns of the Nissan Murano and Nissan Maxima.

News Source: Automotive News