Nissan is a brand with a deep-rooted legacy in New Zealand, spanning over 70 years. However, according to the new Managing Director for Nissan Oceania, Andrew Humberstone, (along with Nissan NZ General Manager Jenni Martin), the company is now embarking on a mission to “revive” its presence and fulfil its true potential in the Kiwi market.
In a recent discussion, Humberstone laid out a comprehensive plan for the future, signalling a significant recommitment to the region, backed by a stronger voice in global product decisions and a clear strategy for growth.
A Man with a Global Plan
Humberstone is not your typical executive. With a career spanning 11 countries and experience across every facet of the automotive industry, from premium and luxury brands to commercial vehicles, motorcycles, and even outboard engines, he brings a uniquely broad perspective.
He has run dealerships, managed importerships, and worked for multiple OEMs, giving him a holistic understanding of the business.
“I like to think of myself as somebody that can add value by demystifying complex problems,” Humberstone stated. “I’m not somebody that wants to be in a role which is status quo… I like to look at efficiencies… it’s all about transformation.”
He frankly admits that despite Nissan’s long history in New Zealand, “we haven’t managed it as well as we should have.” He sees this not as a failure, but as a significant opportunity to rebuild and strengthen the brand’s position going forward.
A Stronger Voice and Proven Success
A critical part of this revival strategy stems from recent changes in Nissan’s global leadership. Humberstone notes that with his boss, Guillaume Cartier, taking on the Global CPO role (Chief Performance Officer and MC AMIEO Chairperson at Nissan Motor Corporation), the Oceania region now has a more direct and influential line to the top.
“It allows us to really target the needs and wants of the Oceania customer, the New Zealand customer,” he explains. This means having a bigger say in the product pipeline to ensure future models resonate with local tastes.
The first proof of this renewed focus is the stellar performance of the Nissan Navara. In New Zealand’s fiercely competitive ute market, the Navara’s segment share has jumped from 6% to an impressive 10%. This success, driven by “attention to the detail and the focus on the local market,” prompted Humberstone to immediately request and secure incremental production volume to meet dealer and customer demand.
The Commitment: A 5-Year Plan and Financial Security
This isn’t a short-term fix. Humberstone’s strategy began with a 100-day plan that has now evolved into a comprehensive 5-year plan covering brand development, investment, product, and crucially, customer retention. To eliminate any doubt about their intentions, the company’s chairman recently signed a letter distributed to all dealers, affirming that Nissan is here to stay and is committed to the region.
A key tool in this plan is Nissan’s in-house finance company. Humberstone sees this as a really powerful tool for two main reasons. Firstly, it allows for creative and competitive finance offers. Secondly, and perhaps more importantly, it enables Nissan to offer guaranteed residual values.
“For me, that’s a vital tool in giving comfort to a consumer, given all of the new entries to market and the potential risk,” he says. This “residual value protection” provides security for what is often the second-biggest purchase in a person’s life.
For the Enthusiasts: The ‘Best Ever’ Patrol and a Full Pipeline
While strategy is important, it’s the metal that gets enthusiasts excited. Humberstone, a self-confessed Patrol driver, is particularly passionate about the brand’s iconic SUV. He refers to the current V8-powered Y62 as potentially the “last of an icon” and a “unique proposition” in a market rapidly moving away from large-capacity engines.
“If you look at the interior spec of this car now, for me, it’s really optimised, and it’s coming the best patrol we’ve had so far,” he says, also praising its game-changing off-road capabilities.
With new colours, a refreshed interior, and a new touchscreen, he believes the current model is “the best of the best that we’ve had” in the hardcore Patrol lineage, even with the future Y63 on the horizon.
For those eager to get behind the wheel, the news is good. The first shipments of the updated Patrol are scheduled to arrive in New Zealand in late August or early September, with a high allocation of demonstrator vehicles for test drives.
Looking ahead, the message is one of excitement and anticipation. “We’ve got loads of new product coming,” Humberstone concludes, “and I’m desperately fighting for more allocation. So it’s a really, really good story.”
On the horizon
- 2025 Nissan Patrol August/September 2025
- New Navara March 2026
- Brand New Patrol (Y63) TBC
- New Leaf 2026
- Gen 3 Qashqai early 2026
