Ghosn Guns for No.2 Japanese Make in U.S.; Mum on Mercedes Pickup

NEW YORK – Renault-Nissan CEO Carlos Ghosn reiterates a goal this year of grabbing a 10% market share in the U.S., a mark that would push it past the country’s longtime No.2 Japanese automaker Honda, and says while his company’s alliance with Daimler is broad it is unclear if it will include collaboration on a pickup truck.

“We are progressing in terms of market share, we are gaining in all of the segments,” Ghosn says after unveiling the redesigned Nissan Maxima at last week’s New York Auto Show.

Ghosn says Nissan has leaped into the No.2 position in terms of car sales behind Toyota, and with the Maxima coming later this year, as well as refreshed models of the Sentra, Altima and an all-new Titan large pickup, he sees 10% U.S. market share as a logical mark this year.

Anything short of that, he suggests, would be disappointing.

“When you grow in a country, you have to have milestones,” Ghosn says. “It is a function of the investments and the product offers we have. We think 10% is very reasonable. We’re going to get there.”

Getting there would mean overtaking Honda. Last year, the Honda brand accounted for 1.37 million sales and an 8.4% market share, compared with Nissan’s 1.27 million deliveries and 7.7% stake, according to WardsAuto data. But so far this year, Nissan has sold 333,786 units for 8.5% of the market to Honda’s 294,299 and 7.5%.

Honda executives have implied recently that fleet sales are backing Nissan’s recent success. Nissan does not report its fleet mix. Honda does not sell directly to fleets, but its dealers do. Ghosn says Nissan’s growth plan focuses on strength in retail and he has no target on Honda.

“We are particularly focused on retail,” Ghosn tells WardsAuto. “We have to be present in fleet, but we are not trying to maximize fleet. The objective is 10% market share, sustainable into the future. You need to establish your base with a strong retail position. That is the most important element in our strategy.”

Whichever company stands in the way of that quest, the Brazilian executive adds wryly, will be pushed aside.

“Whoever is in the way of that will have to leave some space for Nissan,” Ghosn says. “Obviously, it is based on (your) product lineup, good marketing, a strong dealer network and management of the business. All of that is at play. I don’t think we are targeting anybody in particular. We just want to get a fair share of the U.S. market from our investment.”

Ghosn does not confirm reports Nissan will build a pickup for Daimler’s Mercedes-Benz brand, but he does not close the door, either.

“Our cooperation with Daimler is very broad and very open,” he says. “We have many projects going on, and we never make comments until decisions are made.”

Daimler on March 27 announced plans for the pickup, due by 2020 and targeting the European, Latin American, Australian and South African markets. Nissan is said to be in advanced talks with Daimler on its collaboration, which would leverage the Japanese automaker’s Navara pickup platform. It would use 4- and 6-cyl. Daimler powertrains.

The alliance between Renault-Nissan and Daimler is expansive. WardsAuto data shows the two cooperating on a fuel-cell research project and the development of small cars, vans, and powertrains. Daimler supplies diesel engines for Nissan’s Infiniti luxury brand in the European market, and Nissan has a license to manufacture Daimler’s latest automatic transmissions.

In addition, Mercedes-Benz engines are built at Nissan’s Decherd, TN, plant for Infiniti and Mercedes vehicles. The companies also have a 50-50 joint venture to build Mercedes and Infiniti compact cars on a shared platform in Aguascalientes, Mexico. Mercedes will supply a 2.0L 4-cyl. gasoline engine for Infiniti models, and Nissan will use Daimler's 9-speed automatic transmission in Infiniti vehicles.

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