Nissan Fleet Sales Strategy Leads To Stronger Residuals

Nissan X-TRAIL, Micra and 350Z

Nissan 350Z

Nissan’s strategy of changing its fleet sales mix has helped it improve residual values during 2004.

In the past 12 months Nissan’s strategy of reducing its short cycle business has changed its sales mix, which has in turn increased residual values on both the X-TRAIL and Micra, with future values of both the new Pathfinder and Murano also looking positive.

According to EurotaxGlass’s the Nissan X-TRAIL has a better residual value than the Freelander and Hyundai’s Tucson. After three years and 60,000 miles it is worth 50.9% of its cost new compared with 46.9% and 44.4% for the respective Freelander and Tucson.

CAP Clean residual value figures for October showed that the Micra 1.2S is worth 64% of its original value after 12 months and 10,000 miles. That puts the Nissan just behind the Polo and Yaris in the residual value stakes and well ahead of the Citroen C3, Ford Fiesta and Vauxhall Corsa.

‘We have sat down with the residual value experts and have explained our strategy of reducing our short cycle sales. Nine months on they have seen the impact on the Nissan brand and have made positive adjustments to our residuals,’ explained Dave Murfitt, Nissan’s Fleet Sales Director.

‘Stronger residuals also mean lower contract hire rentals, so we are seeing our cars become more competitive in this market as a result of our new sales strategy,’ he added.

Nissan’s fleet department is looking forward to the Pathfinder and Murano in early 2005. Although they won’t guarantee large fleet volumes for Nissan, their stylish design will provide a positive effect to the brand, especially with user choosers according to Murfitt.

‘Both 4x4s are high profile and will help build up awareness of the Nissan brand, with user choosers in particular. Combine these two new models with the 350Z and the X-TRAIL and I believe user choosers will help provide future growth for Nissan, which reinforces back to our sales strategy of improving our fleet sales mix.

‘The early signs are that the Pathfinder and Murano’s mix of style, high specification and relatively low volume will mean strong residuals for both vehicles. We hope this will have a further positive impact on the Nissan fleet brand,’ he said.

As of the end of September Nissan 4x4 fleet sales accounted for 3,128 units, representing a 10% share of total fleet sales.

Published 29 October 2004 Melanie Carter

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