Latest News

Trump's tariffs are only going to make Nissan even more hurt

Nissan is the Japanese carmaker most likely to suffer from Donald Trump's possible tariffs against Mexico and Canada.

Although it is unclear if the U.S. president will actually follow through on his 25% levies, after agreeing on a 30-day break Monday, the blowback for Japan's third largest carmaker would be severe, as the company is currently struggling to turn around, and in talks to merge Honda.

Nissan, Toyota and Honda are all the biggest automakers in the U.S. The three Japanese automakers produce some of the most popular U.S.-made models in Canada and Mexico. Analysts and industry experts claim that the tariffs will have a significant impact on all three.

Toyota and Honda, however, are more prepared than most to deal with the tariffs. They have the financial resources and the ability to raise prices and pass some of the tariff costs on to consumers.

James Hong, Macquarie's head of mobility research, said that Nissan is barely profitable in the automotive industry. The majority of models that Nissan builds in Mexico to export to the U.S. is compact cars such as the Sentra or Kicks. These are aimed at consumers who are cost-conscious and can't afford higher prices.

Nissan could be in serious trouble if the tariffs are not removed. If the merger is successful, it could be a burden for Honda too.

Nissan did not respond immediately to a comment request. The company stated on Jan. 22, that it was unable to speculate on the impact of potential policy changes. However, it said it would continue to focus on producing quality vehicles.

Hong estimates that Nissan's operating profit would be completely wiped out if it didn't take action to respond to the tariffs. For example, re-routing Mexican cars to other markets like Brazil, increasing prices or lowering output.

According to S&P Global Mobility, Nissan gets 27% of their U.S. sales through Mexico, while Honda and Toyota get 13%, and 8% respectively.

S&P Global Mobility estimates that 43% of Volkswagen's U.S. sales come from Mexico.

FRESH BURDEN

Trump's decision would make what was once a major advantage for Japan's automakers - a low cost production base close to the U.S.

Nissan began manufacturing cars in Mexico in 1966 when it opened the first plant outside Japan. Toyota, Honda, and Mazda followed. Nissan opened its first U.S. plant in 1983, in Smyrna Tennessee.

If the tariff is added to the cost of a car that's reasonably priced, the consumer will not want to purchase it. "So, for example, 10% is added to the cost of the car while the remainder is borne by the company," explained an executive from a Japanese automaker who was not Nissan.

The executive said that since production in Mexico could not easily be stopped, another option was to sell cars produced there in Latin America and elsewhere. He declined to be named because the matter is sensitive.

Hyundai, the South Korean automaker that has no plants in Mexico or Canada, is also aware of the problem faced by Japanese automakers.

Hyundai's CFO stated during a recent call that even if Trump introduced tariffs to all markets outside of the U.S. the South Korean automaker does not expect to be as hard hit as its Japanese competitors.

A threat of tariffs casts a dark shadow on Nissan's planned partnership with Honda.

Christopher Richter, a senior Japan autos analysts at CLSA brokerage said: "This complicates a merger that is already hard to execute."

Nissan and Honda will announce further details on their proposed merger by the middle this month.

Both companies aim to join forces by 2026. This would be a pivotal moment for Japan's automotive industry, and highlight the danger that Chinese EV manufacturers pose to traditional carmakers.

Nissan is also suffering from a slump in sales in China and the U.S. It announced in November that it would cut 9,000 jobs, and 20% of global production capacity.

Toshihiro Mbe, Honda's CEO, said that Nissan had to turn around its fortunes before the merger could take place. Honda did not save Nissan.

Sources have confirmed that Mitsubishi Motors' junior partner Nissan is considering not joining in the merger. This complicates the plan.

The tariffs could not have come at a worse time for automakers, given the global disruption that the industry is facing.

CLSA's Richter said that Mr. Trump does not seem to understand the fact that it is impossible to change auto production overnight.

"In the interim, they will try to charge the consumer the most they can in order to offset this and eat as less of the tariffs as possible." Reporting by Daniel Leussink, Maki Shiraki. Hyun Joo Ji in Seoul has contributed to the reporting. David Dolan, writer. Mark Potter (editing)

(source: Reuters)