Last fall, the reins of Nissan Canada were given to a new president: Mark Grimm. After an uneventful 2006 -- saleswise -- Nissan is back under the spotlight.
Despite taking over at an off-peak time, Mr. Grimm never stopped showing his enthusiasm, especially when looking ahead at 2007. "We're once again cruising and I believe we could be one of the best success stories of the year in the auto industry," he says.
Calculated risk
During that disappointing period, the automaker set a few goals, such as developing incentive programs to increase sales and dispose of surplus.
The lack of new Nissan and Infiniti products was another factor that contributed to the slump. After striving to launch new models during its restructuring phase, in 1999, Nissan took a timeout before offering a new line of products.
"For that reason, we knew our sales would be on the way down during the first half of 2006, explains Mr. Grimm. But we didn't expect them to drop that low. In such a fast-evolving market, it's vital to offer new products in order to keep your competitive edge, particularly in Canada. If your products are aging, you'll have a tough time selling them without any incentives."
Surprise! Canadians love compact cars!
When Mark Grimm looked at the map and saw a country with oil reserves and wide-open areas, he assumed that Canada was a favorable market for
trucks and SUVs. "After a short debriefing at the end of my first day of work, I was surprised to learn that I had stumbled into a small car market," he says. Quick, let's bring in the new Sentra and Versa!
These two compacts now have the midsize Altima in their footsteps. In addition, the Maxima sedan and the Quest minivan have been significantly revamped. Meanwhile, Infiniti dealers are rejoicing with the arrival of the new G35. That's not all: a new sedan version of the Versa hatchback as well as a replacement for the X-Trail (called the Rogue) will hit the market in the near future.
A stop in Montreal
During his last stop in Quebec, for the Montreal International Auto Show, Mark Grimm spent some time at two Nissan dealerships of the Greater Montreal that celebrated their 20th and 25th anniversary.
Indeed, 25 years ago, Arthur Liberian founded Cité Datsun on Jean-Talon Street, in Montreal. But since Nissan changed its identity and dropped the Datsun nameplate for all its overseas vehicles, the dealership had to do the same. "For the first corporate
revamp, we were among the first to apply the modifications. This time, we delayed the deadline a bit, which means we will have to renovate and expand by 2008," told the colorful Mr. Liberian.
After visiting Cité Nissan, Mr. Grimm traveled to the South shore of Montreal to present Norman Hébert Jr. with an honorary plaque for the 20 years of his newly renovated dealership.
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| Mark Grimm, President of Nissan Canada. |
Calculated risk
During that disappointing period, the automaker set a few goals, such as developing incentive programs to increase sales and dispose of surplus.
The lack of new Nissan and Infiniti products was another factor that contributed to the slump. After striving to launch new models during its restructuring phase, in 1999, Nissan took a timeout before offering a new line of products.
"For that reason, we knew our sales would be on the way down during the first half of 2006, explains Mr. Grimm. But we didn't expect them to drop that low. In such a fast-evolving market, it's vital to offer new products in order to keep your competitive edge, particularly in Canada. If your products are aging, you'll have a tough time selling them without any incentives."
Surprise! Canadians love compact cars!
When Mark Grimm looked at the map and saw a country with oil reserves and wide-open areas, he assumed that Canada was a favorable market for
 |
| Nissan Versa |
These two compacts now have the midsize Altima in their footsteps. In addition, the Maxima sedan and the Quest minivan have been significantly revamped. Meanwhile, Infiniti dealers are rejoicing with the arrival of the new G35. That's not all: a new sedan version of the Versa hatchback as well as a replacement for the X-Trail (called the Rogue) will hit the market in the near future.
A stop in Montreal
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| Mark Grimm, left, with Sarkis Liberian. |
Indeed, 25 years ago, Arthur Liberian founded Cité Datsun on Jean-Talon Street, in Montreal. But since Nissan changed its identity and dropped the Datsun nameplate for all its overseas vehicles, the dealership had to do the same. "For the first corporate
 |
| Normand Hébert, left, with Mr. Grimm. |
After visiting Cité Nissan, Mr. Grimm traveled to the South shore of Montreal to present Norman Hébert Jr. with an honorary plaque for the 20 years of his newly renovated dealership.