Nissan focuses on increasing domestic sales; to tweak exports

In order to increase its presence in the domestic market after the launch of its new model redi-GO, Japanese automobile maker Nissan Motor said it plans to alter its export volumes slightly.

Addressing the media, Guillaume Sicard, president, Nissan India Operations, said that the company's exports this year are expected to be around 90,000 cars as against 110,000 units shipped out last year.

He said the company would like to produce more cars for the Indian market and redi-Go will be exported after six months.

According to Sicard, Renault-Nissan's joint venture car plant located near Chennai is expected to reach its full capacity - 480,000 units per annum - in a year's time.

"The alliance will take a decision on expansion then and Nissan may alter its export strategy with an aim to serve the Indian market," he said.

He said it is really a challenge for the company to break into the market dominated by two players in the small cars segment. "More advertising to increase the brand recall is a must while the company offers better value for the customers’ money," he added.

Sicard pointed out that the Datsun brand is only two years old in India though globally it is 100 years old and sold in 190 countries.

Speaking about the advertising strategy for redi-Go, he said the company will be focussing on online media to a greater extent. According to him, redi-Go would offer a fuel economy of 25.17 kmpl and the overall maintenance cost will be 32 per cent cheaper than the market leader.

Nissan India has 274 dealer points and 55 exclusive Datsun brand outlets which is set to increase, said Sicard.

On increasing the production capacity, he said a third shift has been introduced in the plant and the number of working days has been increased to six per week.