Nissan's Push for Greater Market Share Comes with a Big Cost Beating Honda was always a goal of CEO Carlos Ghosn. That, and the 10 percent market share.. But. That sounds great, but the back story isn’t good news for Nissan’s bean counters. According toBloomberg, fleet sales rose 42 percent between January and May, to a total of 175,505 vehicles. Most of those sales went to rental agencies, meaning reduced profit for Nissan and lower average resale values for its vehicles. ........... The strategy looks like a losing game, so Nissan plans to push higher-profit vehicles to offset losses on incentivized low-end models. HA!