At the Intelligent Electric Vehicle Development High-Level Forum (2026), held from April 11th to 12th at the China National Convention Center Phase II in Beijing, the focus was on advancing the intelligent, green, integrated, and international development of new energy vehicles.
Ma Zhixin, a member of Nissan Motor Co., Ltd.'s global executive committee and chairman of its China operations, reflected on his return to China last year, where he conducted in-depth frontline research. He noted that many users provided feedback indicating that Nissan's product updates were too slow, leading to insufficient competitiveness. "This feedback created pressure for me and made me deeply aware of the urgency of transformation," he stated.
Mr. Ma also highlighted Nissan's strengths observed during these exchanges. The company has a user base exceeding 19 million in China. Regardless of market fluctuations, the reputation for being "reliable, safe, and of good quality" remains strong among users. He emphasized that this positive perception is a vital brand asset and a key source of confidence for Nissan to further deepen its presence in the Chinese market.
He outlined three strategic pillars for Nissan in China: brand, product, and global exports. For the brand, the focus is on refreshing its "Trust in You" proposition to cultivate a youthful, innovative, and passionate brand image. Regarding products, the strategy involves accelerating the rollout of new energy vehicle models tailored to the demands of Chinese consumers. For exports, the plan is to utilize Nissan's established global network to introduce competitive models developed in China to the worldwide market, thereby enriching the global product lineup.
Mr. Ma reported that since 2025, Nissan has launched five new energy models in China. These encompass pure electric, plug-in hybrid, and extended-range vehicles, covering sedans, SUVs, and pickup trucks. These models have gained user acceptance in their respective market segments. He reaffirmed a commitment made at last year's Shanghai Auto Show to introduce ten new energy vehicles by the summer of 2027, noting that this commitment is being progressively fulfilled.
He discussed the company's sales performance, indicating that 2025 marked an inflection point for Nissan's sales in China. Annual sales exceeded 650,000 units, with the second half of the year seeing a 4.5% year-on-year growth. Furthermore, the first quarter of 2026 witnessed a 7.2% year-on-year increase, signaling that the China operations have returned to a growth trajectory, which has further bolstered confidence.
"Global exports represent one of Nissan's key strategies in China. Currently, Chinese automakers are leading the transformation of the global automotive market. We also aim to utilize Nissan's mature global network to serve international consumers with the excellent products developed for the Chinese market," he said.
Comments