Reported on April 28 by Pulsestacks, at the 2024 Beijing Auto Show, Nissan showcased its full range of electric vehicles, including 5 new energy concept cars, demonstrating its latest achievements and future development direction in the fields of intelligence and electrification. They also unveiled a new brand proposition in China - "Joy by NI." At the same time, Nissan announced a collaboration with Baidu in the field of AI to strengthen its relationship with partners in China.
On April 25, Nissan's executive team held a communication meeting with the media, revealing multidimensional plans including localization, intelligence, electrification, and sustainable development. Nissan's President and CEO, Makoto Uchida, stated, "The Chinese market is undergoing significant changes, and Nissan needs to respond quickly and maintain its competitiveness."
At this year's auto show, Nissan unveiled "The Arc Nissan Arc Plan," a new four-year strategy tailored specifically for the Chinese market. The plan focuses on comprehensive new product planning, advancing electrification, innovative research and production methods, applying new digital technologies, and deepening strategic partnerships.
Makoto Uchida stated, "We will advance through three main pillars: introducing more new energy vehicles; fully integrating local strengths and global capabilities; and transforming operational models. In addition, to meet personalized travel experiences, Nissan has launched the new brand proposition 'Joyful by NI.'"
These initiatives can be seen as Nissan's efforts to fulfill its commitment of "In China, For China." By actively deploying in the fields of intelligence and electrification, launching the next generation ProPILOT super intelligent driving technology, enhanced NCM lithium-ion batteries, LFP batteries, and all-solid-state batteries (ASSB), among other measures, Nissan aims to meet the diverse needs of different consumers with a variety of solutions.
In the Chinese market, the plan aims to achieve a 73% renewal of the Nissan product lineup by the 2026 fiscal year and introduce 8 new energy vehicles, including 5 Nissan-branded models.
At the Nissan Global Unveiling in July 2023, Nissan announced a new strategy for China, including the establishment of the Dongfeng Nissan Technology Center, which "will not only support the development of fuel vehicles but also research plug-in hybrid and electric vehicles," according to Makoto Uchida.
In addition to research and development investments, Nissan will prioritize speed and customized designs for the Chinese market.
At this year's Beijing Auto Show, Nissan unveiled five new energy concept models developed based on Chinese user demands, featuring pure electric and plug-in hybrid technologies.
"Nissan needs to be competitive, so we are adopting a deeper localization strategy. That's why all our models and components are locally produced in China to help us better compete," said Makoto Uchida. "Bringing outstanding local advantages to local users."
During the Beijing Auto Show, Nissan signed a memorandum of understanding with Baidu to collaborate in the fields of artificial intelligence and smart cars, aiming to address the gaps in cutting-edge intelligent technology. Perhaps in the near future, Nissan's products will feature solutions powered by Baidu AI.
As one of the earliest global car manufacturers to enter China, Nissan has witnessed the continuous transformation of the Chinese market. According to Makoto Uchida, the current Chinese market shows increasingly diverse customer demands. "Users want to connect with their vehicles, making cars a part of their lives. This trend is developing rapidly."
In November 2023, Nissan announced a new strategy called "Enriching DNA+" through its joint venture in China, Dongfeng Motor Corporation. This plan reflects Nissan's confidence in the global competitiveness of electric vehicles manufactured in China, while considering how to utilize China's production capacity to export vehicles and spread fixed costs, enhancing global competitiveness. Under this plan, Nissan China will start exporting complete vehicles from 2025, with an initial target of 100,000 units in the first phase.
