Nissan announced at the Auto Shanghai 2025 a 10 billion CNY (about 1.38 billion USD) investment in the Chinese market. The company plans to develop 10 new models in China by the end of 2026, with some models intended for export.
Nissan emphasized China’s strategic importance, calling it crucial for testing competitiveness and fostering growth amid rapid industry changes. This substantial investment marks a potential turning point for Nissan, which recently faced significant challenges. In November 2024, the company announced plans to cut 9,000 jobs and reduce production by 20%. New CEO Ivan Espinosa is leading a comprehensive restructuring effort.
The automaker unveiled two new models at the show, highlighting its renewed focus on the Chinese market. The first is the all-electric N7 sedan, co-developed with Chinese partner Dongfeng Motor. Based on Dongfeng’s 007 model platform, wheelbase, and powertrain, Nissan handled the interior and exterior design. The N7 offers 58 kWh and 73 kWh battery options, with a maximum range of 635 km. Priced from 180,000 CNY (about 24,703 USD), sales in China will begin in late April.
The Frontier Pro PHEV marks Nissan’s entry into the electric pickup segment. This plug-in hybrid combines a 1.5-liter gas engine with a 300 kW (402 horsepower) electric motor, offering 135 km (84 miles) of all-electric range. Features include Vehicle-to-Load (V2L) and four-wheel drive, with plans for global export after its Chinese debut.
Nissan’s major investment in China aligns with global auto industry trends. As the world’s largest EV market and a hub for rapid technological and consumer shifts, China has become a key battleground for automakers. Like its competitors, Nissan has adjusted its approach to this critical market.
The company struggled with underwhelming global strategies and weakening product competitiveness in recent years. This renewed focus on China, marked by increased investment and new EV models, signals a potential turnaround. Major players like Ford and Volkswagen also double down on their Chinese EV efforts, with Nissan repositioning China as a strategic proving ground for new technologies.
Nissan’s launch of the affordable electric sedan (N7) and plug-in hybrid pickup truck (Frontier Pro PHEV) stands out. This dual strategy, combining electric vehicles and plug-in hybrids, targets diverse consumer demand in China. Plug-in hybrid demand in China is rapidly growing, and Nissan actively responds to this trend.
Nissan’s latest moves represent a critical juncture in its quest for survival and growth in the electric era. However, the company faces stiff competition from rapidly advancing Chinese brands, both in EV technology and aggressive pricing. Nissan’s success will depend on its ability to differentiate its products and maintain strong brand value in this competitive landscape.
