New Nissan LCV head outlines strategy

Mark Lovett, the recently appointed sales and marketing manager for Commercial Vehicles, outlined Nissan’s strategy for driving the LCV business forward at the CV Show, NEC.

Nissan has identified the light commercial vehicle business as one of four breakthrough areas for the company under its Nissan Value-Up three-year business plan, which began in 2005. Nissan has set ambitious objectives for its LCV business, including the doubling of operating profits and increasing sales volume to 434,000 units by the end of fiscal year 2007. Nissan expects to achieve both of these commitments one year ahead of target.

Cascading Nissan’s global LCV strategy, Nissan aims to grow sales in the UK by over 20% this year by developing its dealer network and implementing a concerted sales and marketing campaign. Lovett announced the establishment of an 8-strong LCV commercial unit and re-iterated Nissan’s commitment to the global commercial vehicle market, suggesting the move demonstrated the importance of the sector to the manufacturer. Lovett will head up the new unit, which will consist of a dedicated team of marketing and new dealer development field team supporting the CV dealer network. Lovett will report directly to Nissan Motor GB managing director, Gary Frigo.

Additionally, by the end of the year, a network of around 50 specialist LCV dealerships will be set up to provide small independent light commercial vehicle operators with the full range of dealership services such as new and used van sales, servicing, parts, accident repairs and after sales support. The Nissan Commercial Vehicles branded dealerships will sell the full line-up of vehicles including the all new Cabstar, Kubistar, Primastar and Interstar as well as Pick-up. Following last September’s announcement at the Hanover Commerical Vehicle Show, Nissan will appoint up to nine dealer points in 2007 from the Volvo owned dealer network which will dedicate separate areas of their premises to each of the two marques. The plan is to expand the number of Volvo dealer points over the next 12 – 18 months.

The dedicated LCV dealerships will receive back-up support from three newly appointed dealership development managers who will offer coaching, mentoring and support to help maximise local light commercial sales. The dealerships will also be provided with comprehensive training as well as guidance on meeting Nissan’s stringent customer service standards.

Mark Lovett recently joined Nissan after 18 years at Renault UK where he created and developed the successful commercial vehicle Business Centre network for the French manufacturer. He also held roles as LCV fleet sales manager and LCV brand manager.

Speaking at the CV show, Mark Lovett commented: “The plans announced today reflect Nissan’s ambition to build a new significant presence in light commercial vehicles. We will achieve this with the development of our new LCV dealerships, as well as the implementation of a full range of sales and marketing support for them and our own dedicated LCV fleet sales force.

"Commercial vehicle buyers, whether business individuals or companies, have very specific requirements, including the need for reliable service throughout the life of their vehicle. The dealerships, which will be staffed by specially trained professional sales people with a wealth of experience, will be able to respond swiftly to these fleet needs. Additionally, buyers will have access to the best deals for our range of market leading vehicles.”

Larger commercial vehicle fleet sales will continue to be handled by the existing Nissan Fleet team.