Though Nissan remains Japan’s second-biggest automaker with a wide gap ahead of Honda, the latter continues to outsell the former in the United States and at home, much to Nissan’s dismay
According Automotive News, Nissan’s global sales for 2013 increased 3 percent to 5.1 million units, while Honda’s rapid 12 percent growth in sales only managed 4.3 million units in the same period. Further, Nissan sold 86 percent of its 5.1 million vehicles — 4.4 million, to be exact — outside Japan, Honda doing as well by selling 3.5 million of its 4.3 million overseas. Overall, Nissan beat Honda in Europe, Mexico, China and most of Asia, yet lost to Honda in Japan and the U.S.
At home, the reason is due to Honda’s popular line of kei cars (all made in house), and all having undergone a total revamping as of late. Meanwhile, Nissan has partnered with Mitsubishi to make kei cars after years of farming out the practice to the former’s rivals. Though things appear to be looking up for Nissan, they will be looking up at Honda for a good while: Honda sold just over 400,000 kei cars in 2013 to Nissan’s 186,000, while also growing 27 percent in kei car sales against the latter’s 21 percent.
Across the Pacific, Nissan is gaining on Honda’s other home turf, selling 1.2 million units for a 9 percent increase in sales against their rival’s 7 percent increase and 1.5 million units in 2013. Market share in the U.S. held at 9.8 percent for Honda while Nissan took a tenth of a percentage for an even 8 percent in the same period.
Though Honda has done well for itself since becoming the first Japanese auto manufacturer to build a factory in the United States back in 1982 for the Honda Accord — such as exporting more cars around the world from the U.S. than from Japan in 2013 for the first time ever — Nissan aims to turn up the heat through the tandem of new production coming from Mexico, and aggressive tactics devised by Nissan North America’s new chairman Jose Munoz, who is under standing orders to boost his employer’s share of the U.S. market to 10 percent.
Either way, both Honda and Nissan still have a ways to go to take on Toyota; the No. 1 Japanese and global automaker moved 9.98 million units worldwide in 2013.