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Nissan’s Australian CEO Dan Thompson believes the Australian new car market was running at unrealistic levels and will remain below one million units.
"I think it will be many years before we see a million vehicle market again," he says.
Mr Thompson said the external research and Nissan's internal research suggested the Australian market was over a realistic level.
"I think probably this market running at a million-plus was overheated a bit."
"All the economic negativity takes time to flush through the system, I think it will be many years before we come back and start booming again," he says.
Nissan's market forecast for 2009 is 850,000 - down 20 per cent over 2008.
Nissan Australia sales and marketing general manager Stephen Collins says the first three months of 2009 are down 20 per cent and the company expected those conditions to continue.
"Nissan is at six percent market share or 50,000 units for this year.
"It's a tough market, we have to manage cash in terms of inventory and in terms of profitability it's going to be a tough year.
The company has already launched the GT-R and has the 370Z sportscar and the Dualis 4x2 coming to market this year as well.
"We're looking to expand the Dualis range later this year with the 4x2, we see that as an opportunity to broaden the range and appeal," he says.
Nissan has long-term aims of being the number one importer, as well as improving brand customer loyalty, which starts with a product-led revival from 2009.
"Micra is bringing a lot of new people to the brand, X-Trail diesel got off to a slow start, but its gaining momentum, Murano we're happy.
"The model mix is geared towards the Ti which has caught us out a little bit in terms of supply, but we're really happy with the Murano," he says.
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