Nissan Micra launched in 2016 completely missed its mark
- The Nissan Micra is the Japanese manufacturer's B-segment sedan which is sold in Europe, and incidentally in South America, China and Japan where its distribution is very modest. In Europe, the Nissan Micra enjoyed good circulation between 1995 and 2005, with annual sales of around 150,000 units per year. This model was then manufactured in Great Britain and the manufacturer did not plan to relocate this model to a low-cost country.
- The idea of relocating the Micra and making it a low-cost model compared to a Toyota Yaris manufactured in France, appeared after 2005. The management of the manufacturer at the time decided to create a new generation of Micra made in India. for Europe and emerging countries. The operation was more or less inspired by the creation of the Dacia Logan made in Romania.
- Unfortunately, the new Micra manufactured in India from 2010 encountered strong competition from small cars already present in India, with an uncompetitive price. In Europe, the model had a mixed career, with sales ranging between 80,000 and 120,000 units per year. This was a volume 30% lower than that recorded by the old Micra in the years 1995-2005. Carlos Ghosn, then CEO of Nissan, replaced this model in 2016 with a new Micra made in France and closely derived from the Renault Clio. He had set a sales target of 130,000 sales per year for this new model. However, this new Micra has never been able to reach 100,000 annual sales, going from 94,000 units in 2017 to 73,000 in 2018, 54,000 in 2019 and less than 40,000 in 2020.
- This Nissan Micra manufactured in France has completely missed its target.
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