Nissan Marches Into Brazil

Bertel Schmitt
by Bertel Schmitt

Brazil is touted to soon eclipse Japan as the world’s third largest auto market, and there is at least one Japanese company that wants to make hay of this: Nissan. The Nikkei [sub] heard that Nissan plans a Brazilian factory which “will have an annual production capacity of roughly 200,000 units and will begin churning out strategic small cars in 2014.”

Nissan is betting heavily on emerging markets, but has been a relative nobody in Brazil. According to the Tokyo business-paper, “Nissan aims to boost its market share from 1.2 percent now to at least 5 percent in fiscal 2016.”

Nissan’s plans to build a factory in Brazil are not necessarily latest news, it had been confirmed since June. The plant will be in the State of Rio de Janeiro, close to a port. In the beginning, most will be shipped in from Mexico, for local assembly. The first car to be made there is said to be the Nissan March, better known as the Micra in the U.S. In Mexico, the March saw strong sales since its launch in April 2011. The Micra/March has so far been sold more than 6 million times worldwide and ist Nissan’s no longer secret weapon for the invasion of the emerging markets.

It will most likely meet spirited resistance. Says the Nikkei:

“The Brazilian auto market has been growing by more than 10 percent a year, with some 3.57 million units sold in 2010. Competition is stiff, with four U.S. and European automakers, including Italy’s Fiat SpA and General Motors Co. of the U.S., controlling a combined 70 percent of the market. Nissan hopes to catch up by locally assembling its strategic small car.”

If they maintain their advertising spunk (see above,) I’ll move there. And let’s not forget, Carlos Ghosn has a Brazilian passport and could claim that he plays for the home team.

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  • BMWfan BMWfan on Oct 01, 2011

    Those girls couldn't drowned in that tub if they wanted to!

  • Zombo Zombo on Oct 01, 2011

    LMAO ! Great commercial . You rarely see buxom babes like that in the U.S. commercials where skinny as a rail is the norm . It's also very funny when foreign white guys try to rap !

  • Fahrvergnugen NA Miata goes topless as long as roads are dry and heater is running, windscreen in place.
  • 3SpeedAutomatic As a side note, have you looked at a Consumers Report lately? In the past, they would compare 3 or 4 station wagons, or compact SUVs, or sedans per edition. Now, auto reporting is reduced to a report on one single vehicle in the entire edition. I guess CR realized that cars are not as important as they once were.
  • Fred Private equity is only concerned with making money. Not in content. The only way to deal with it, is to choose your sites wisely. Even that doesn't work out. Just look at AM/FM radio for a failing business model that is dominated by a few large corporations.
  • 3SpeedAutomatic Lots of dynamics here:[list][*]people are creatures of habit, they will stick with one or two web sites, one or two magazines, etc; and will only look at something different if recommended by others[/*][*]Generation Y & Z is not "car crazy" like Baby Boomers. We saw a car as freedom and still do. Today, most youth text or face call, and are focused on their cell phone. Some don't even leave the house with virtual learning[/*][*]New car/truck introductions are passé; COVID knocked a hole in car shows; spectacular vehicle introductions are history.[/*][*]I was in the market for a replacement vehicle, but got scared off by the current used and new prices. I'll wait another 12 to 18 months. By that time, the car I was interested in will be obsolete or no longer available. Therefore, no reason to research till the market calms down. [/*][*]the number of auto related web sites has ballooned in the last 10 to 15 years. However, there are a diminishing number of taps on their servers as the Baby Boomers and Gen X fall off the radar scope. [/*][/list]Based on the above, the whole auto publishing industry (magazine, web sites, catalogs, brochures, etc) is taking a hit. The loss of editors and writers is apparent in all of publishing. This is structural, no way around it.
  • Dukeisduke I still think the name Bzzzzzzzzzzt! would have been better.