Gary Frigo will be appointed managing director at Nissan Motor (GB) on July 1, when current incumbent Bill Bosley returns to the United States.

Frigo is currently vice president, sales operations, at Nissan Europe. Bosley, who has been in the role since February 2004, will become vice president and general manager, Nissan Division, at Nissan North America.

Bosley has presided during a tough time for Nissan in the UK, and has failed to hit the growth apsirations outlined to AM in June 2004.

Registrations have been on the slide since its most recent peak of 4.10% market share in 2003, when it sold 105,798 units. In 2004, sales fell to 90,223 units – target was 105,000 – although Nissan’s share was maintained as the market declined overall. It also withdrew from short-term rental.

Last year, sales slid to 86,727 units, reducing market share to 3.55% – its lowest this decade.

Yet Nissan has some excellent models. Navara took the top spot in the pick-up market following its launch, while 350Z, Micra C+C, Pathfinder and Murano have brought new customers to the brand.

Nissan has faced criticism over its franchise standards. Barons of Bromsgrove and Dicksons of Forres each closed a Nissan outlet rather than meet investment demands. And Lookers cut its Nissan representation last year, concerned that the franchise has too many dealers for its sales volume.