After a global shift to a retail-first strategy, Nissan reports seeing 12 consecutive months of dealer retail sales growth in the U.S.

It claims to be one of only three automakers to grow dealer retail volume in 2025 and to be the “fastest-growing mainstream automotive brand in the U.S. over the past 12 months.”

"We made a deliberate decision to put dealer retail, the customer experience and brand strength first, and the market is responding," said Nissan Americas Chairman Christian Meunier.

The Japanese automaker said it experienced an almost 20% year-over-year increase in retail market share with dealer retail sales rising by more than 43,000 units year-over-year. Its trucks and SUVs reportedly led the growth, including models like the Armada, Pathfinder, Rogue and Frontier.

The retail-first approach is part of Nissan’s Re:Nissan plan that it announced in 2025 to “recover business performance and reposition [itself] for long-term success.”

"Our strategy is working because it's disciplined, focused and built for the long term," Meunier said. "We're investing where it matters: our dealers, our products and our customers. The results are real, the foundation is strong, and this is only the beginning."