Nissan Oceania is preparing for a leadership transition, with Andrew Humberstone stepping down as Managing Director in April 2026. He will return to Nissan Europe to take on a “senior role” at the company’s Paris headquarters after leading the Australian and New Zealand operations for two years. Replacing him will be Steve Milette, currently Vice President of Dealer Network Development for Nissan North America. Milette previously led Nissan Canada for over five years, bringing experience in managing a significant automotive market.
Recent Performance and Challenges
This change comes at a pivotal moment for Nissan in Australia. While the brand saw strong sales growth in 2023, driven by the X-Trail SUV, recent performance has cooled. Sales growth slowed to 15% in 2024, and in 2025, Nissan experienced a 21.6% sales drop, falling out of the top ten brands in the Australian market. This decline coincides with broader challenges for Nissan globally, including financial pressures and slower product development timelines.
The Australian market is becoming increasingly competitive, with rivals launching fresher models. The X-Trail and Qashqai SUVs, both four years into their current generations, face increasing pressure from newer entrants. This is further complicated by the arrival of the rebadged Mitsubishi Triton Navara, a necessary refresh given the outgoing model’s declining sales against competitors like BYD and GWM.
Strategic Adjustments and New Models
Nissan’s strategy includes pushing hybrid technology through its e-Power lineup and expanding the Warrior program with Premcar for the Navara and Patrol. However, the delayed launch of the Ariya electric SUV highlights the impact of external factors, such as the New Vehicle Efficiency Standard (NVES) regulations, which pushed Nissan to introduce the model belatedly. The Ariya’s US discontinuation shortly after its Australian debut points to broader market headwinds.
Looking ahead, Nissan plans to release a facelifted X-Trail and an updated Qashqai e-Power in 2026. The company will also introduce the next-generation Leaf EV and the Y63 Patrol SUV, models already available in other markets. Despite these updates, Nissan’s move to discontinue petrol versions of the Qashqai has led to a significant price increase for the base model.
Industry-Wide Shifts
Nissan’s leadership change is part of a wider trend in the Australian car industry, with key executives being replaced at MG, Mitsubishi, Volkswagen, and Ford. The broader context shows that Alliance partners Renault and Mitsubishi also face sales declines in Australia, indicating a challenging environment for established automakers amid rising competition.
The shift underscores the urgency for Nissan to adapt to a rapidly evolving automotive landscape, where consumer preferences and regulatory pressures demand quicker product cycles and more competitive pricing.
The leadership change at Nissan Australia will be instrumental in navigating these challenges and steering the brand toward sustained growth in a turbulent market.
