Nissan’s US comeback is gaining momentum, with 19 consecutive months of sales growth, but the automaker continues to struggle across global markets. Declining sales in China and other regions threaten to make 2026 its weakest sales year since 2003, highlighting the challenges facing the company as it works to regain its competitive position.
Nissan’s Global Sales Face a Steep Decline
Nissan sold just under 2 million vehicles worldwide from January through August 2026, a 9.2% decline from the same period last year. If the trend continues, the automaker could finish the year with sales just above 2.9 million vehicles, its lowest annual total since 2003.
China is the biggest contributor to Nissan’s global sales decline. The company’s sales in the country fell 27% this year, with August alone recording a 52% drop.
The scale of the downturn is evident when compared with previous results. Nissan sold 1.5 million vehicles in China in 2018, but its total through August this year reached just 289,410.
The pressure extends beyond China. Nissan has also lost ground in Southeast Asia, including the Philippines, as Chinese automakers expand their presence with increasingly competitive vehicles. Sales also declined in Canada, Europe and several other markets through August.
Why Nissan Faces a Difficult Sales Target
Nissan would need to sell almost 267,000 vehicles per month from September through December to reach 3 million annual sales. That would represent a 29% increase over its August sales figures.
Reaching that target will be difficult as the automaker faces pressure to update its vehicle lineup while competing against rivals that are close behind. Its global performance remains a significant challenge despite the recent improvement in the US market.
Nissan’s US Sales Recovery Gains Momentum
The United States remains Nissan’s strongest opportunity for a recovery. Retail sales increased 8.1% through September, reaching 557,568 vehicles, as the company shifts away from fleet sales and places greater emphasis on individual buyers.
Total US deliveries also rose, increasing 0.6% to 716,283 vehicles. The results offer a brighter picture for Nissan in the American market compared with its broader global performance.
The company expects the Rogue e-Power hybrid, scheduled to arrive in November, to provide another boost. Nissan is also targeting annual US sales of 1 million vehicles by the end of 2027.
Nissan Turns to China for New Global Exports
Outside North America, Nissan is looking to make better use of its Chinese operations to reach international buyers. On October 8, the automaker announced plans to introduce the Frontier Pro and Navara Pro pickups in overseas markets.
Developed and manufactured by its Zhengzhou Nissan joint venture, the two pickups represent Nissan’s first model designed and built in China specifically for global export.
The Navara Pro is scheduled to reach showrooms in the Philippines and the Middle East in 2026, followed by Australia and New Zealand in 2027. Depending on the market, the pickup will be offered with either a plug-in hybrid powertrain or a conventional gasoline engine.
Nissan also plans to export its N7 electrified sedan from China to markets including the Association of Southeast Asian Nations (ASEAN) region and Latin America.
Nissan’s Global Recovery Remains Uncertain
Nissan’s expanding export strategy gives the automaker additional ways to reach international customers, but its impact on global sales remains uncertain. The company continues to face declining sales across China and several other markets even as its US business improves.
For now, the United States stands out as Nissan’s clearest source of sales growth, while the company’s global performance remains under pressure. Its ability to strengthen its position will depend in part on whether its new models and export plans can help offset the declines in other markets.
