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Has Nissan's Executive-Level Turmoil Trickled Down to its Customer Experience?
This week, Nissan is reportedly considering replacing its CEO, Makoto Uchida, as the automaker faces mounting financial pressures.
With projected losses exceeding $500 million in the early months of the year, Nissan’s retail network — designed to thrive with a 7% market share — is operating under strain, as the brand managed only 5.4% in 2024.
These corporate-level challenges raise an important question: are Nissan’s struggles trickling down to the customer experience at dealerships?
Current data suggests the answer is — not much.
Based on consumer reviews, Nissan’s dealership experience remains strong. The brand ranks 5th out of 29 brands, with a reputation health score of 93 out of 100 — outperforming notable competitors such as Subaru, Kia, and Hyundai in Google reviews.
A closer look at Nissan’s review data highlights strong performance in dealership service departments, where staff communication, cleanliness, and wait times generate fewer complaints than the industry average in 2024.
However, pricing emerges as a clear vulnerability. Price-related complaints appear 21% more frequently in negative Nissan reviews than the industry norm — underscoring the importance of competitive pricing, especially in today’s cost-conscious environment.
The Silver Lining
For Nissan dealers, this serves as a reminder that even when corporate leadership is in flux, a consistently positive dealership experience can shield local businesses from broader brand turbulence. Maintaining a strong reputation is a durable competitive advantage — particularly as dealerships lean more heavily on service departments to sustain profitability in challenging times.
2024 OEM Reputation Rankings (Full List)
