Nissan Australia boss Andrew Humberstone made some interesting comments last week regarding the company’s ‘Australianness” in a market that’s being rapidly disrupted by new Chinese brands, new regulations, and economic pressures. Mr. Humberstone, in outlining his new long-term business strategy, said he had to move Nissan Australia from mediocrity to excellence to avoid falling out of a market which he forecast will see up to 100 brands fighting for a slice of only 1.2 million sales. His plan to lift Nissan permanently into the top six sellers and guarantee its long-term profitability. He made it clear that reinforcing Nissan Australia’s identity and heritage is at the heart of his bold new strategy, also pointing out that Nissan is the only local manufacturer – its Casting Plant in Dandenong producing around 1.2 million components for 80 global markets as well as 160,000 tow bars. I’m David Berthon.

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