Vehicles based on hybrid technology and pure electric technology are becoming the mainstream of the market.
According to the insurance number, in November this year, the market share of hybrid vehicles has risen from 3.78% in the same period last year to 7.67%, an increase of more than doubled; and the market share of pure electric vehicles has increased by 123% from 7.71% in the same period last year to the current 17.19%; in contrast, the share of gasoline vehicles has dropped from 88.18% in the same period last year to the current 74.83%, losing more than 13% of the market share in just one year. The speed at which the automotive industry alternates between old and new is always inadvertently making people aware that the original changes are happening every day.
The reason for the continuous increase in the market share of hybrid vehicles and pure electric vehicles is the policy incentive at the government level - the market share of new energy vehicles should reach 20% by 2025, and the "double carbon target" of reaching carbon peaking by 2030 and reaching carbon neutrality by 2060. These two national goals make zero-emission pure electric vehicles and low-emission hybrid vehicles instantly become the market's fragrant food; second, the speed of the majority of car companies to lay out hybrid vehicles and pure electric vehicles is accelerating. Since the beginning of this year, independent car companies represented by Geely, Great Wall and BYD have obviously begun to focus on the layout of hybrid vehicles while continuing the rhythm of the launch of pure electric products, while Japanese car companies such as Nissan, Toyota and Honda are also focusing on the field of hybrid and pure electricity.
Among these car companies, in the field of electric drive, the start of the earlier, as well as the market achievements of the enterprise, Nissan Automobile is a name that must be mentioned. In the pure electric market, nissan Leaf electric vehicles, which were born 10 years ago, are still active in the market today; in the hybrid market, Nissan e-POWER technology has taken the lead in achieving success in the Japanese domestic market. Therefore, when the automobile market begins to blow the east wind of clean energy, those companies that have prepared for it will undoubtedly become the biggest beneficiaries of this round of Dongfeng. Nissan, which has accumulated experience, technology and market, will undoubtedly become one of the beneficiaries.
Recently, in order to continue to consolidate its advantages in the field of clean energy and accelerate the progress of transformation, Nissan Motor announced the launch of a new future development strategy, in which Nissan will focus on the future clean energy field from three levels: capital, technology and products, in order to establish a new image of "technology Nissan" for consumers.
Promote transformation with core markets as "leaders"
At the end of November this year, Nissan Motor Company CEO Makoto Uchida released the "Nissan Vision 2030" to guide Nissan's development over the next 10 years. Under the guidance of this strategy, Nissan Motor will increase R&D investment in the development of electric drive models, and will achieve the goal of electrification in the main markets of China, the United States, Japan and Europe by increasing the speed and number of electric drive models.
In the five years to fiscal 2026, Nissan plans to invest 2 trillion yen (a total of 112.84 billion yuan) to accelerate the deployment of electric drives and technological innovation. It is reported that Nissan has invested about 1 trillion yen in electrification since around 2010. The latest five-year investment plan is more than the cumulative investment in the past 10 years, with an average annual investment of 400 billion yen, highlighting Nissan's emphasis on new technologies and its idea of promoting transformation through technology research and development.
Driven by such a large investment, Nissan plans to launch 20 pure electric models and models equipped with Nissan e-POWER technology by FY2026, and 23 electric drive models by FY2030. Including the Ariya, a pure electric model to be launched in 2022, Nissan plans to launch 15 pure electric vehicles in the nine years before fiscal 2030, and the rest are hybrid models. Led by this goal, Nissan said that by FY2030, Nissan and Infiniti brands will account for more than 50% of electric drives.
For Nissan, the Chinese market is the world's largest single market that has sold more than 1 million vehicles for seven consecutive years, accounting for about 35% of its global sales. Therefore, the "Nissan Motor 2030 Vision" released this time will also actively promote the implementation of the strategy of electric drive in the Chinese market.
Specifically, by fiscal 2026, Nissan plans to increase the proportion of electric drive models in Europe to 75%, compared with 40% in China, and China and Europe are the only two markets in the world where electric vehicles are developing the most smoothly.
In addition, in Japan, Nissan plans to achieve sales of electric vehicles accounting for more than 55% of total model sales by fiscal year 2026, and sales of pure electric models in the United States by fiscal year 2030 will account for 40% of total model sales.
More than 10 years ago, Nissan led competitors in launching volume-produced pure electric vehicles and succeeded in the global market. Today, with the strong rise of new forces represented by Tesla, Nissan's competitors have become more diversified and powerful. Through the release of the "Nissan Motor 2030 Vision", Nissan intends to emphasize to the outside world that it will concentrate on electrification and open the road to a Jedi counterattack.
Electrification transformation is more than just "cars"
Nissan's electrification development path predates most competitors, and since 1947, Nissan has successively launched electric products such as pure electric models, ice cream trucks and robot assistant co-drivers to meet the changing and diversified needs of consumers.
Released in 1947, the Tama electric vehicle was Nissan's first pure electric model, which was equipped with a replaceable lead-acid battery, with a top speed of 35.2 kilometers per hour and a cruising range of 96.3 kilometers. These parameters may not be prominent by today's standards, but at that time, they met the travel needs of many people. Although this groundbreaking pure electric car did not carry out iterative development, it prompted Nissan's research on electrification technology to begin.
Thanks to the early start of technical research, Nissan Motor can launch competitive new products at a time when the development of pure electric vehicles is the hottest. Its latest pure tram, the Ariya, has a range of 610 km and also boasts an eye-catching and eye-catching appearance, as well as a comfortable, highly handled and safe driving experience.
Looking at the history of Nissan's electrification, it is found that in the past half century, Nissan has created 12 classic pure electric vehicles. In the research and development of electrification technology, Nissan has always adhered to the principle of continuous innovation according to the changes of the times and the changing needs of drivers. In today's era, consumer demand for pure trams is more around several major pain points such as "whether the battery life is enough, whether it is convenient to charge and replace the power, whether the level of intelligence is advanced enough, and whether the price is close enough to the people". The "Nissan 2030 Vision" will also focus on solving several major pain points for consumers for pure electric vehicles.
First, in response to the battery mileage pain point, Nissan plans to introduce cobalt-free technology while developing lithium-ion battery technology, and is expected to reduce battery costs by 65% by fiscal year 2028. Nissan also plans to launch an electric model equipped with an original all-solid-state battery (ASSB) by fiscal 2028. The advantages of all-solid-state batteries are obvious, not only can the charging time be reduced to one-third of the original, but also significantly reduce the cost of the battery pack. Nissan expects all-solid-state batteries to reduce the cost of battery packs to $75 per kWh by fiscal 2028, while through continuous innovation, it will further reduce costs to $65 per kWh in the future to achieve cost parity for electric models and fuel models. Through these two major measures, it can basically solve the problem of users' anxiety about the endurance of pure trams and complaining about the excessive price at the same time.
Secondly, around the intelligent layout of electric vehicles, Nissan has also planned for a long time. Nissan plans to have more than 2.5 million Nissan and Infiniti brand vehicles equipped with ProPILOT ultra-smart driving technology by fiscal 2026. At the same time, Nissan Motor will further develop autonomous driving technology and plans to install the next-generation lidar system (LIDAR) on all new models by fiscal 2030. As innovation in mobility accelerates, Nissan plans to recruit more than 3,000 senior R&D personnel worldwide while continuously improving the business capabilities of its existing employees.
In addition, Nissan plans to invest 20 billion yen (a total of 1,128.4 million yuan) in charging infrastructure by 2026, as well as increase its global battery capacity to 52 gigawatt hours (GWh) by fiscal year 2026 and 130 gigawatt hours (GWh) by fiscal year 2030. Around the construction of the supply chain of electric vehicles and the improvement of the convenience of users' cars, Nissan is increasing its emphasis on meeting the needs of consumers. This is an area that traditional cars have never been involved in before, reflecting that under the wave of mobility, Nissan continues to adhere to the "people-oriented" innovation initiatives and the overall thinking of more than "cars".
e-POWER technology is an important pillar of the electro-drive strategy
While stepping up efforts to promote pure electric models, Nissan is also simultaneously promoting hybrid models to enter major global markets. In Nissan's view, hybrid models are also an important part of its electric drive strategy. Taking Nissan e-POWER technology as an example, it has the advantage of low carbonization throughout the life cycle, is a weapon to achieve the goals of "carbon peaking" and "carbon neutrality", plays an important role in the transition stage of carbon neutrality, and is also an affordable solution before renewable energy matures.
The principle of e-POWER technology is that the motor is 100% driven, and the engine only undertakes the power generation work and does not participate in the drive. This technical principle also makes the models equipped with e-POWER technology have the advantages of good quietness, strong power, fast acceleration, good smoothness, and good fuel economy. The Nissan e-POWER is also different from Toyota's THS and Honda's i-MMD, the third technical route to achieve hybridization. Official data show that the model using e-POWER technology can instantaneously reach 300N·m peak torque, the whole process is quiet and 0 setbacks, and the fuel consumption in urban conditions is as low as 3.9L/100km.
Before entering the Chinese market, Nissan e-POWER technology has many years of market experience. From the launch of the first e-POWER model in November 2016 to the end of March 2021, Nissan has gained more than 500,000 e-POWER users in the Japanese market. Recently, nissan Note and Nissan Note Aura equipped with second-generation e-POWER technology were awarded the 2021-2022 Japan model of the year. Winning the authoritative media award and the average annual sales of more than 100,000 vehicles also show that Nissan e-POWER technology has been highly mature and the market is hot.
Users' evaluation of Nissan's e-POWER technology has also tended to be positive. 60% of Japanese users actively choose e-POWER models, and the owner satisfaction rate is as high as 90%. "Stepping on the throttle, it feels like a 2L engine" "Wow, you can drive 1,000 kilometers with one oil, and you don't need to charge it" "The first time you have such an experience, even if the engine starts, the engine sound is still very quiet", these feedback from actual users is e-POWER technology knocking on a key to the Chinese market.
In China, the first Nissan Xuanyi equipped with Nissan e-POWER technology has been put into the market to compete. In the four years to the end of 2025, Nissan will launch 10 electric vehicles in the Chinese market. The marketing rhythm of an average of two new electro-driven products per year is an important part of Nissan's strategy to promote electro-flooding in China.
Che Yun Summary:
Nissan's plan is to achieve 100% electro-drive of new models in its core markets, including China, by the early 2030s, and to achieve carbon neutrality of the entire company's operations and product life cycle by 2050. In order to achieve this ambitious goal, Nissan has developed pure electric models while also regarding e-POWER technology as an important pillar of the company's edim drive strategy. The dual product route of "pure electricity + hybrid" is the main magic weapon for Nissan to face Chinese users in the next 10 years.
With the increasing number of electro-driven products and the growing of China's electric vehicle market, the image of technology Nissan will become more and more popular.