Nissan Falls Out of Global Top 10 Carmakers for First Time in 16 Years
Japanese automaker Nissan Motor Co. has dropped out of the world’s top 10 carmakers for the first time in 16 years, as rising competition from Chinese rivals and weak sales in key markets weigh on the company’s performance.
According to newly released industry data, Nissan ranked 11th globally in vehicle sales during the first half of 2025, after a 6% year on year decline brought total deliveries to 1.61 million units. The slump allowed Chinese manufacturers BYD and Geely to leapfrog the former auto giant, marking a seismic shift in the global automotive landscape.
Adding to the company’s woes, Nissan reported a $105 million net loss for the April , June quarter its fourth consecutive quarterly deficit.
A Historic Slide
This is the first time since 2009 in the wake of the global financial crisis that Nissan has not appeared in the global top 10 rankings. The fall is especially notable given Nissan’s once dominant position in major international markets, particularly China and North America.
Even domestic rival Suzuki overtook Nissan for the first time since 2004, selling 1.63 million vehicles globally in the same period.
“This is not just about sales volume it’s about strategic missteps and missed opportunities in electrification and China,” said Hiroshi Tanaka, an automotive analyst at Nihon Mobility Research.
China: From Growth Engine to Burden
China, which accounts for nearly a third of Nissan’s global sales, remains the company’s most difficult market. Deliveries there plunged 18% to 270,000 units in the first half of the year, amid fierce competition from Chinese electric vehicle (EV) makers and shifting consumer preferences.
Companies like BYD now a global top 5 automaker and Geely have aggressively expanded both domestically and abroad, benefiting from strong government support and rapidly scaling EV production.
Nissan has struggled to keep pace in the EV transition. While it was an early pioneer with the Leaf, it has lagged in launching new competitive models, particularly in high growth segments like electric SUVs.
A Wake-Up Call for Japan’s Auto Industry?
Nissan’s fall may serve as a broader warning for Japan’s automotive sector, as traditional giants face increasing pressure from Chinese innovators and global EV disruptors.
With Toyota maintaining its position at the top and Honda remaining competitive, Nissan’s challenges are particularly acute. The company is reportedly reviewing its China strategy and accelerating new EV development, but industry observers say a deeper transformation is needed.
“Nissan must reinvent itself or risk further decline,” said Tanaka. “This is not a blip it’s a sign of deeper structural issues.”
Looking Ahead
CEO Makoto Uchida has pledged to return the company to profitability in the second half of 2025, citing upcoming vehicle launches and planned cost reductions. However, analysts say it will take more than cost cutting to restore Nissan’s position in an industry increasingly shaped by electrification, software, and Chinese competition.
