Driving the news: Nissan closed its fiscal year 2025 with 12 consecutive months of dealer retail sales growth, a 19.6% YOY jump in retail market share.
The company also had more than 43,000 additional retail units sold compared to the prior year and was one of only three automakers to grow dealer retail volume in 2025, according to a May 18 press release from the automaker.
For context: As part of its plan dubbed “Re:Nissan” to turn things around at the company, Nissan aimed to prioritize dealer retail over fleet sales in a deliberate shift designed to boost resale values and strengthen profitability across the dealer network.
Trucks and SUVs led the way with rising sales:
Armada sales were up 72%
Pathfinder sales rose 44%
Rogue sales increased by 17%
Frontier was up by 15%
U.S. localization climbed from 44% to a peak of 65% in fiscal year 2025, with an 80% target ahead.
Nissan also recently reported positive operating profit for the full year and positive free cash flow in the second half, steady progress amid a challenging global environment.
What they're saying: Christian Meunier, chairman for Nissan Americas, in a press release credited the company’s “deliberate decision to put dealer retail, the customer experience and brand strength first.”
"This is about building momentum the right way — strengthening the brand with products customers want to drive and dealers are proud to sell,” Meunier said.
Bottom line: Nissan's long-term target is 1 million U.S. units annually by fiscal year 2030, with a strengthened product lineup and a more resilient cost structure heading into fiscal year 2026. The new Rogue Hybrid e-POWER is next up.
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