Nissan H1 2026 Sales Report: US Growth, China Slowdown, Could Malaysia See More New Models?

Nissan Motor Co., Ltd. has released its official global production, sales and export figures for June 2026 and the first half of 2026 (January to June).

The latest figures show a clear contrast across different markets. Nissan saw stronger sales in the US and Japan's Kei car segment, but its overall global performance was affected by a sharp decline in China, where tougher competition and the rapid shift towards electrification have put more pressure on the brand.

For Malaysian buyers and fans of Japanese cars, Nissan's latest results highlight the challenges and opportunities facing the brand in a rapidly changing automotive landscape.

So, how could these global developments affect Edaran Tan Chong Motor (ETCM) and Nissan's direction in Malaysia?

Nissan Global Production Overview

Nissan's latest data shows that global production remained under pressure in the first half of 2026.

Global and Major Market Production Figures (Units)

*Note: "Other regions" includes Taiwan, Thailand, South Africa, Brazil, India, Egypt and Argentina, excluding CKD assembly.

China Market Faces Growing Pressure

In June 2026, Nissan's production in China fell 49.7% year-on-year, nearly halving from a year earlier, while output for the first half of the year declined 16.3%. The sharp drop highlights the mounting pressure on traditional automakers as China's EV and PHEV market becomes increasingly competitive.

US Operations Provide a Much-Needed Boost

In contrast to the weaker performance in China, Nissan's US production recorded strong growth. Output in the first half of the year rose 24.2% to 303,000 units, while June production jumped 39.4% year-on-year.

Global Sales Performance

On the sales side, Nissan's global performance was also shaped by significant differences across key markets.

Global Sales by Major Market (Units)

Japan: Kei Cars Help Nissan Buck the Downward Trend

In Japan, Nissan's Kei car business has been one of the few areas showing growth. With consumers paying more attention to affordability and fuel economy, demand for small cars has remained strong.

In the first half of 2026, Nissan's Kei car sales in Japan increased by 13.0% year-on-year, while June sales jumped 21.8%. The growth helped cushion the 10.8% decline in sales of regular passenger cars.

China: Tough Competition Weighs on Nissan Sales

Nissan's sales in China remained under pressure, falling 15.0% year-on-year in the first half of 2026. The decline widened in June, with monthly sales dropping 30.2%.

As local EV makers continue to expand rapidly and intensify price competition, traditional automakers are facing a tougher battle in the Chinese market. For Nissan, accelerating its progress in electrification and intelligent driving will be key to improving its competitiveness.

Japan Exports: Strong Demand from North America

Nissan's Export Performance by Region (Units)

North America was the strongest export market for Nissan's Japan-built vehicles. Exports to the region rose 22.2% in the first half of 2026, while June alone saw a 93.8% increase compared with the same period last year.

What It Means for Nissan in Malaysia

In Malaysia, Nissan is facing a tougher market than before. Represented by Edaran Tan Chong Motor (ETCM), the brand is competing against strong local players such as Perodua and Proton, while Chinese brands including Chery, BYD and GWM are rapidly expanding their presence, especially in the EV market.

With Nissan focusing on restructuring and cutting costs globally, bringing more electrified models to Malaysia, including SUVs with e-POWER technology, will be crucial to keeping the brand competitive.

Can e-POWER Find Success in Malaysia?

With Malaysia continuing to encourage electrification through EV and hybrid incentives, Nissan's e-POWER technology could offer a practical middle ground for local buyers. The system delivers an EV-like driving experience without requiring external charging, which suits the current stage of Malaysia’s charging infrastructure development.

However, with Chinese EV brands competing aggressively on pricing, Nissan will need to offer stronger value through competitive pricing, technology and features.

Changing Consumer Priorities

Similar to trends seen in Japan and the US, Malaysian buyers are becoming more focused on running costs as living expenses continue to rise. Fuel efficiency, long-term reliability and resale value are now playing a bigger role in purchase decisions.

Nissan's reputation for comfortable seats, including its Zero Gravity Seats, and fuel-efficient models remain key strengths that continue to appeal to its loyal customer base in Malaysia.

Conclusion

Nissan's first half of 2026 showed both the challenges and opportunities ahead. The slowdown in China is a major concern, but stronger performance in North America has given the brand room to recover.

For markets like Malaysia, the key question is whether Nissan can bring more relevant electrified models, such as e-POWER-equipped vehicles, to meet changing consumer needs.