In a landmark achievement for the automotive giant, Nissan has successfully obtained the coveted Australian Made certification, marking a significant milestone in the company’s 50-year history in the Australian market.
The prestigious accreditation, awarded after a rigorous evaluation process spanning 18 months, positions Nissan as the first major international automotive manufacturer to receive this recognition for its locally assembled vehicles and components.
A Testament to Local Manufacturing Excellence
The Australian Made logo, with its distinctive green and gold kangaroo symbol, has long stood as the country’s most trusted and recognized certification mark for locally produced goods.
For Nissan, securing this accreditation represents far more than a mere marketing advantage—it symbolizes the culmination of decades of investment in Australian manufacturing capabilities and unwavering commitment to quality.
“This certification validates what we’ve known all along—that our Australian operations produce world-class vehicles and components that meet the highest standards,” said James Morrison, Managing Director of Nissan Australia.
“We’ve invested over $500 million in our Dandenong South facility over the past decade, and this recognition affirms that our strategy of blending global expertise with local craftsmanship is delivering exceptional results.”
The journey toward certification began in early 2023, when Nissan Australia embarked on an ambitious transformation of its manufacturing processes to align with the stringent requirements of the Australian Made Campaign.
This involved not only meeting the technical specifications but also demonstrating that substantial transformation of materials occurs within Australian borders, with at least 50% of production costs incurred locally.
Raising the Bar for Australian Manufacturing
The Australian Made Campaign, established in 1999, has historically been selective about awarding its certification to automotive companies, given the complex global supply chains typical of the industry.
For a vehicle to qualify as “Australian Made,” it must undergo substantial transformation within the country, with significant value addition occurring on Australian soil.
“What Nissan has accomplished here sets a new benchmark for the industry,” explained Catherine Miller, Chief Executive of the Australian Made Campaign. “They’ve demonstrated that it’s possible to maintain global competitiveness while substantially investing in local manufacturing capabilities.
The rigorous assessment process revealed that Nissan’s Australian operations go well beyond assembly—they’re genuinely creating value through innovation, skilled labor, and sustainability practices right here in Australia.”
The certification specifically covers Nissan’s locally assembled Navara and X-Trail models, along with a range of components manufactured at the company’s Dandenong South facility.
These components, including specialized suspension systems adapted for Australian conditions, are not only used in locally sold vehicles but are also exported to Nissan’s global manufacturing network.
A Half-Century Legacy Strengthened
Nissan’s relationship with Australia dates back to 1972, when the first locally assembled Datsun vehicles rolled off production lines in Clayton, Victoria.
Despite the turbulent history of automotive manufacturing in Australia, marked by the departure of several major manufacturers in the 2010s, Nissan maintained a significant manufacturing presence, adapting its strategy to focus on specialized production and component manufacturing.
The company’s persistence has paid dividends in recent years, as changing global supply chain dynamics and increasing consumer preference for locally manufactured products created new opportunities for domestic manufacturing.
Recognizing this shift, Nissan invested substantially in upgrading its facilities and expanding its local engineering capabilities.
“We weathered the storm when others chose to exit the market completely,” reflected Morrison. “That decision wasn’t easy, and there were certainly moments when continuing local manufacturing seemed challenging.
But we recognized the unique skills of the Australian workforce and the strategic advantage of having production capabilities in a country known for its engineering excellence and innovation.”
This long-term vision was vindicated when supply chain disruptions during the global pandemic highlighted the advantages of localized production.
While competitors struggled with extended delivery timeframes, Nissan was able to maintain relatively stable supply to the Australian market, earning customer loyalty and market share in the process.
Engineering Australian DNA into Global Products
A key factor in securing the Australian Made certification was Nissan’s establishment of a specialized Engineering Centre of Excellence at its Dandenong South facility in 2019. This center, employing over 150 engineers and technical specialists, focuses on developing vehicle components and systems specifically adapted to Australian conditions.
Dr. Alice Chen, Director of Engineering at Nissan Australia, explains the unique approach: “Australian driving conditions present challenges you won’t find in many other markets—extreme temperatures, vast distances, varied terrain from outback to urban environments, and some of the world’s most demanding off-road requirements. We’ve built a team that understands these challenges intimately and develops solutions that not only work for Australia but often provide benefits for other markets with similar conditions.”
This Engineering Centre has pioneered developments in suspension systems, cooling technology, dust filtration, and electronic stability control calibrations that have subsequently been adopted across Nissan’s global vehicle lineup.
The Australian Made certification recognizes not just the physical manufacturing that occurs on Australian soil, but also this intellectual contribution to Nissan’s global product development.
“When we say these vehicles have Australian DNA, it’s not marketing speak—it’s literally true,” Chen adds. “Components designed and tested here in Australia are improving Nissan vehicles driven on roads from South Africa to South America.”
Economic Impact and Supply Chain Transformation
The certification comes with significant economic implications for both Nissan and the broader Australian manufacturing sector. The company directly employs over 1,200 Australians in its manufacturing operations, with an additional 3,500 jobs supported through its local supply chain.
Economic analysis conducted by the University of Melbourne suggests that Nissan’s Australian manufacturing activities contribute approximately $1.2 billion annually to the national economy, with particularly strong impacts in Victoria’s manufacturing heartland.
Perhaps more significantly, Nissan has worked intensively with its Australian suppliers to enhance their capabilities and integrate them more deeply into global supply chains. Over 60 Australian companies now supply components not just to Nissan Australia but to the company’s global manufacturing network.
“We’ve essentially created an ecosystem of innovation around our operations,” explains Sarah Thompson, Nissan’s Supply Chain Director. “Many of our suppliers have transformed from being purely local operations to becoming globally competitive exporters in their own right.
The certification reflects not just what happens within our factory walls, but the broader network of manufacturing excellence we’ve helped nurture.”
This approach has created resilience in Nissan’s supply chain while simultaneously developing Australian manufacturing capabilities. Local suppliers have invested in advanced manufacturing technologies, digitalization, and workforce skills development, often with support and technical assistance from Nissan.
Consumer Response and Market Positioning
Initial market research suggests the Australian Made certification will significantly enhance Nissan’s position in the competitive Australian automotive market.
Consumer surveys indicate that 78% of Australian new car buyers consider country of origin in their purchasing decisions, with 65% expressing a willingness to pay a premium for locally manufactured vehicles.
“Australian consumers are increasingly conscious of where and how products are made,” notes Michael Roberts, Automotive Industry Analyst at Deakin University.
“This certification gives Nissan a powerful differentiator in a market where many brands compete primarily on price and features. It taps into a growing desire among consumers to support local manufacturing and jobs while also addressing concerns about supply chain resilience.”
Nissan plans to prominently feature the Australian Made logo in its marketing campaigns and on certified vehicles, with a major advertising initiative scheduled to launch next month.
Dealerships will also be equipped with educational materials explaining the certification and highlighting the local manufacturing content of relevant models.
“We’re not just selling a car; we’re selling a piece of Australia’s manufacturing future,” says Lisa Chen, Nissan Australia’s Marketing Director. “When consumers see that kangaroo logo, they’ll know they’re supporting local jobs, local innovation, and local economic resilience.”
Sustainability Credentials Bolstered
The certification process also evaluated Nissan’s environmental practices, with sustainability being a key criterion for the Australian Made Campaign.
The company’s Dandenong South facility has undergone significant environmental upgrades in recent years, including the installation of one of Victoria’s largest rooftop solar arrays, implementation of water recycling systems, and comprehensive waste reduction initiatives.
“Manufacturing locally isn’t just about economic benefits—it’s also about environmental responsibility,” explains Robert Johnson, Sustainability Manager at Nissan Australia.
“Our carbon footprint for locally manufactured components is substantially lower than for imported equivalents, particularly when you factor in transportation emissions. The certification process pushed us to quantify and improve our environmental performance across all aspects of our operations.”
The facility now operates on 62% renewable energy and has reduced water consumption by 47% since 2018. These achievements formed an important component of the Australian Made certification application and align with Nissan’s global environmental strategy.
Expansion and Innovation
Buoyed by the certification achievement, Nissan has announced plans to expand its Australian manufacturing operations, with a $120 million investment program scheduled for implementation over the next three years.
This expansion will increase production capacity by approximately 30% and create an additional 200 manufacturing jobs.
“This certification isn’t the end of the journey—it’s a platform for growth,” Morrison emphasizes. “We’re already evaluating opportunities to manufacture additional models and components in Australia, particularly as we transition toward electrification.”
The company has confirmed that the investment will include new production lines specifically designed for electric vehicle components, positioning the Australian operation to play a significant role in Nissan’s global electrification strategy. This includes the potential for local assembly of electric powertrains and battery systems, adapted specifically for Australian conditions.
“Australia’s relatively slow uptake of electric vehicles compared to some markets actually presents an opportunity,” suggests Chen. “It gives us time to develop local manufacturing capabilities for EV components while the market matures. When Australian consumers are ready to embrace electric vehicles in larger numbers, we’ll be ready to offer them locally manufactured options.”
A New Chapter for Australian Automotive Manufacturing
Nissan’s achievement of Australian Made certification represents more than just a marketing advantage for one manufacturer—it signals the potential revitalization of an industry many had written off following the high-profile departures of manufacturers in the 2010s.
“What Nissan has demonstrated is that with the right strategy, investment, and focus on value-added manufacturing, automotive production can not only survive but thrive in Australia,” concludes Miller.
“This certification recognizes not just what Nissan has already accomplished, but the potential for a new model of automotive manufacturing in this country—one that leverages Australian innovation, craftsmanship, and adaptability to create products that stand out in global markets.”
As the distinctive Australian Made logo begins appearing on Nissan vehicles in showrooms across the country, it represents not just a certification, but a declaration that Australian automotive manufacturing has entered a new era—one where integration with global supply chains, specialized expertise, and focus on sustainability create a model that can withstand the economic challenges that defeated previous manufacturing approaches.
For Nissan, securing this prestigious accreditation is both a culmination of decades of commitment to Australia and the beginning of an exciting new chapter in the company’s local operations. For Australian manufacturing as a whole, it offers a compelling case study in resilience, adaptation, and the enduring value of local production in an increasingly globalized world.