Nissan Far Behind Other Japanese Brands in Indonesia Because of This

KatadataOTO – The Japanese manufacturer, Nissan, is facing various challenges both in its home country and in the global market. Competition is also getting tougher in the era of electrification.

Nissan's sales in Indonesia from January to May 2025 experienced a year-on-year decline from the previous year.

Then throughout May 2025, Nissan's retail sales figures (distribution from dealers to consumers) were only recorded at 76 units.

Meanwhile, the fate of their electric car, the Leaf EV (Electric Vehicle), is still unclear. Nissan is no longer distributing the model to its dealers.

Photo : KatadataOTO

Nissan's achievements lag far behind other Japanese competitors. Analysts believe there are several potential factors behind the decline in Nissan's popularity.

For example, vehicle design. The exterior appearance of Nissan's product line, especially in Indonesia, is considered to lack a unique appeal for consumers.

“If there are consumers who buy, it's more due to Nissan's past reputation,” said Bebin Djuana, an automotive analyst, when contacted by KatadataOTO on Thursday (19/05).

However, in terms of technology, Nissan is quite capable. Just like Toyota, they have a hybrid car product known as e-Power.

This hybrid technology is claimed to be superior because the gasoline engine only acts as a battery generator. Thus, the wheels are fully driven by an electric motor.

e-Power has been embedded in models like the Kicks and their newest flagship MPV (Multi Purpose Vehicle), the Serena.

“From a technology standpoint, the Nissan Kicks is actually very interesting. Unfortunately, that message or information has not reached the wider public,” said Bebin.

Nissan needs to devise a strategy to remain relevant amidst the heating up of domestic automotive competition. 

Photo : KatadataOTO

The presence of products from China with low prices, abundant technology, and modern designs needs to be a focus for Nissan.

“So what's left is the past reputation for those who still remember and for loyal Nissan customers. To catch up and remain a contender in the market, an exceptional product is needed,” he asserted. 

For your information, besides hybrid and EV cars, Nissan also has the Terra SUV (Sport Utility Vehicle). They also plan to introduce the latest generation of the X-Trail with added hybrid technology.