NISSAN started 2012 with a blizzard of impressive statistics.
The company revealed that production at its Sunderland plant broke all records during 2011 and that sales across Europe hit an all-time high last year.
But there’s another success story within the headline figures – and that revolves around the performance of the company in Northern Ireland.
Nissan held its position as the fourth-biggest car manufacturer in the province with a market share of 7.8 per cent in 2011 – and in December the firm was actually at number three, with an impressive figure of 9.2 per cent penetration – just missing Ford by three units.
Nissan Insider spoke to Regional Director Charlie Caldwell, and asked him what he thought the secret of the firm’s success was in Northern Ireland.
He told us: ‘Good product, innovative local marketing initiatives and a strong relationship with the regional team has seen a growth in confidence by the dealers in Northern Ireland.
‘This has resulted in a strong presence in the marketplace and an ability to react quickly, and seize opportunities, in a volatile commercial environment.’
‘Strong and consistent growth’
We asked Caldwell if he thought the momentum could be maintained going forward. He replied: ‘The growth in sales and share in Northern Ireland has been strong and consistent over a period of three years.
‘Whilst it will be difficult to maintain such steep levels of improvement, there is no reason to suggest that, with the committed network of dealers we have in the province, the strong share of voice we enjoy and the continued ability to create a strong localised campaign, we cannot maintain and consolidate our position as the number four manufacturer in Northern Ireland.’
Sales performance manager Edward Jones said that the level of customer service dealers were delivering was a key factor, with CVS scores consistently ahead of the national average.
And he added that further analysis of the figures revealed an even more impressive picture. In 2010, the company sold 3,516 vehicles, making it the fifth largest manufacturer with a market share of 6.6 per cent. Seven hundred more cars were sold in 2010 than 2009.
And in 2011, the total number of vehicles sold was 3,662 representing four per-cent growth year-on-year.