Nissan Targets Thai C-Segment in Ambitious Growth Strategy

BANGKOK – Nissan connects the dots of its Thai model portfolio, launching its new C-segment Pulsar here.

The auto maker already has strong products in the B-segment with both the March hatchback and Almera sedan, as well as the D-segment with the Sylphy. The Teana fills the E-segment slot for Nissan, which also offers a pickup, the Navara.

The launch of the Pulsar hatchback plugs the remaining critical hole, giving the auto maker a fully cohesive lineup as it drives towards ambitious targets here.

Nissan aims to reach 500,000 sales per year in the Association of Southeast Asian Nations region by 2016 as part of its midterm “Power Up 88” business plan. That would represent a tripling of volume and doubling of market share from 2010 levels.

“Despite all the challenges we face in the global economy, we are well on the way to these goals,” says Nissan Thailand President Takayuki Kimura at the Pulsar’s rollout.

Kimura believes Nissan “needs a solid and robust” strategy to achieve this growth, and he sees that primarily revolving around the auto maker’s new plant here and a second one in Indonesia.

Each facility will add about 150,000 units a year to Nissan’s ASEAN capacity, bringing its vehicle-building capability to nearly 750,000 units in 2016.

Power Up 88 calls for 11 new models to be launched between now and 2016, with the Pulsar the fifth of these. Thailand is the third country to receive the new C-segment model, following China and Taiwan.

All of Nissan’s vehicles are meeting sales expectations here. The March/Almera line has sold 155,000 units since debuting and accounts for half of all demand in Thailand’s eco-car segment. The Sylphy is tracking on target with 7,000 orders since launch, or about 1,500 units per month.

Combined, those models have driven Nissan to record monthly shares, with volume for fiscal 2013 forecast at 120,000 units, a double-digit gain on like-2012.

Into the mix now comes the Pulsar, with two engine options, a 1.6L and 1.8L, and a choice of manual or automatic transmissions. Five trim levels are being offered.

Pricing starts at 776,000 baht ($26,136) for the 1.6S model and reaches TB996,000 ($33,545) for the 1.8V.

With the Sylphy and Pulsar, Nissan is targeting a 20% share of the segment in Thailand.

“Nissan is committed to return as a major player in the compact-car segment in Thailand,” says Prapat Choeychom, senior vice president-sales and marketing.

The auto maker has embarked on an extensive marketing campaign as it fights to reestablish a foothold in what is a competitive segment here.

In particular, it is trying to connect with younger buyers through under-the-line initiatives, such as becoming the first OEM in Thailand to offer collectible sticker packs through the Line messaging app.

Most C-segment entries here are sedans, so the Pulsar's main competitor will be the Mazda3 hatchback.

Nissan expects to sell 7,500 Pulsars in the current fiscal year. The car goes on sale in Thailand this week.

“I am confident we can reach this target,” Choeychom says.

To support the ramped-up sales targets, Nissan is boosting its dealership numbers from the current 180 to 210 by the end of the year.