April 25, 2024. With the theme of "New Era, 'New' Nissan in China", Nissan Motor unveiled a full range of electric drive models at the 2024 Beijing International Automobile Exhibition, and released a new brand proposition, moving towards a new era of mobility with a new attitude.
Nissan Motor Co., Ltd. showcased its latest achievements and future development direction in the field of intelligence and electric drive with a strong lineup of electrified products, including five new energy concept vehicles. At the same time, Nissan Motor announced that it will cooperate with leading companies in China's smart field and further strengthen its relationships with local partners. Nissan Motor will adhere to its commitment of "In China, for China", deepen the Chinese market with customized market strategies, enhance corporate value and improve comprehensive competitiveness. In order to continue to cultivate the Chinese market, Nissan Motor has launched a new brand proposition, "Joy by NI", which not only represents Nissan's innovative spirit and pursuit of a better life, but also represents Nissan's commitment to consumer-centric and diversified needs.
Nissan Motor has unveiled five new energy concept models equipped with pure electric and plug-in hybrid technologies developed based on the needs of Chinese users
Makoto Uchida, President and Chief Executive Officer of Nissan Motor Company, said, "The Chinese market is changing dramatically. Nissan needed to respond quickly and remain competitive. As a result, Nissan has developed a balanced and focused strategy tailored to the Chinese market under the guidance of its new strategic plan, TheArc. We will advance through three pillars: first, to launch more new energy vehicles, second, to fully combine local strengths with global capabilities, and third, to transform our operating model. In addition, in order to meet the personalized mobility experience of each 'NI', Nissan Motor has launched a new brand proposition, 'Fun by NI'. These initiatives will help us deliver on our commitment to 'In China, For China'." ”
Accelerate the transformation of intelligence and electric drive to meet the diverse needs of users
After more than 90 years of development, Nissan Motor is committed to enriching people's lives through continuous innovation. With 77 years of history of electrification technology, Nissan will accelerate the transformation of intelligent and electric drive in the Chinese market to meet the diverse needs of users with a more balanced product lineup. In order to adapt to the rapid changes in the market and consumer demand, Nissan Motor focuses on comprehensive new product planning, electrification, innovative R&D and production methods, application of new digital technologies, and deepening strategic partnerships to increase global sales and improve profitability under the newly released "The Arc Nissan Arc Plan". Through the active development of intelligent and electric drive, we have launched the next-generation ProPILOT super intelligent driving technology, enhanced NCM lithium-ion battery, LFP battery and all-solid-state battery (ASSB) and other initiatives to meet the needs of different consumers with diversified solutions. In China, the company plans to refresh 73% of its Nissan brand lineup by FY2026 and launch eight new energy vehicles, including five Nissan models.
With the evolution of the market and consumer car demand, the Chinese market has become a global leader in the development of intelligent and electric drives. In order to better meet the needs of Chinese consumers for future mobility, Nissan Motor has launched five new energy concept models equipped with pure electric and plug-in hybrid technologies developed based on the needs of Chinese users, namely:
Nissan Epoch Concept: Designed for young users in urban and suburban use scenarios, helping them to enhance their lifestyles with the latest technology and design. The concept car offers a more convenient and comfortable living experience through a virtual personal assistant. Virtual assistants provide a more emotional communication experience and have AI-expanded IoT capabilities.
Nissan Epoch concept
Nissan Epic Concept: For urban couples who love a weekend getaway. It is an all-electric SUV with autonomous driving functions on both city roads and highways. In addition, on-board power can also power a device, campsite, or party, and its on-board technology can support and create a relaxed atmosphere.
Nissan Epic Concept
Nissan Era Concept: For young business people who see their cars as a "second home". This plug-in hybrid SUV will fully support the lifestyle in urban scenarios. Equipped with front and rear entertainment systems and zero-gravity seats, the state-of-the-art e-4ORCE Snow Fox all-wheel drive technology and active air suspension will provide drivers with a comfortable ride.
Nissan Era concept
Nissan Evo Concept: Entertaining for the whole family. With advanced driver assistance and safety features, this plug-in hybrid vehicle is ideal for family outings, shopping, and other use cases, creating beautiful experiences and memories with the family.
Nissan Evo Concept
In addition, the 5th new energy concept car was unveiled at this auto show in a very "suspenseful" way, which will leave more imagination for Chinese consumers.
In addition to the five new energy concept cars mentioned above, the Nissan Hyper Force pure electric concept car and Nissan Hyper Punk pure electric concept car also made their debut in China at this year's auto show. Designed to deliver the ultimate in driving pleasure with eco-friendly features and comfort for everyday use, the Nissan Hyper Force all-electric concept car is designed for racing enthusiasts and gamers who want to experience the adrenaline-pumping thrill on the track while being environmentally conscious, demonstrating Nissan's vision for the next generation of super-high-performance all-electric vehicles. The Nissan Hyper Punk all-electric concept car was digitally exhibited (equipped with artificial intelligence and headrest biosensors). The Nissan Hyper Punk all-electric concept is able to detect the driver's emotions and automatically select the right one
music and lighting to boost the driver's energy and creativity.
At the same time, Nissan's Formula E Gen3 car, which is representing the Nissan Formula E Team in the ABB FIA Formula E Championship, was also unveiled on the same stage, confirming Nissan's technical strength in the field of pure electric vehicles and bringing the passion of pure electric vehicles to more fans and users.
Embrace innovative technologies such as AI and inject intelligent technology into products and services
In the Chinese market, Nissan is actively expanding its partnerships and applying intelligent technologies such as AI to inject products and services. By partnering with leading companies in China's smart space, we are bringing exciting smart systems and AI-based mobility services to users in China and around the world.
While consolidating the brand label of "Technology Nissan", it actively carries out exploration and innovation in the field of cutting-edge intelligent technology. Starting with this, Nissan Motor will establish partnerships with local Chinese companies in many fields, actively build a broader ecological cooperation system, and jointly promote the development of intelligent and electric drive to meet the growing travel needs of Chinese consumers.
AI AI technology will empower the leap of in-cabin experience, such as: AI AI Q&A, AI AI map, AI car advisor and other functions, which can create an exclusive intelligent service experience for drivers and passengers, and complete various tasks and operations through anthropomorphic interaction and in-depth understanding capabilities, making every trip a pleasant experience.
Create a win-win situation with Chinese partners, and fulfill the commitment of "in China, for China".
China is one of Nissan's core markets. Over the past 50 years, Nissan has witnessed and been deeply involved in the development of China's automotive industry, bringing Nissan's passion and innovation to the Chinese market through the introduction of advanced technologies and innovative mobility solutions.
As one of the first global car companies to enter China, Nissan continues to invest in the Chinese market, deepen its efforts, and build a localized ecosystem. Over the past 20 years, Nissan has adhered to its value commitment to quality, performance, technical capabilities and customer service through a solid cooperative relationship with Dongfeng Motor Group, always paying attention to the needs of Chinese customers, and has developed a strong local ecosystem covering design, R&D, supply chain, and local talent training.
In November 2023, Dongfeng Motor Co., Ltd., a joint venture of Nissan Motor in China, announced a new strategy "Qi DNA+" to continuously promote "in China, for China" with "Chinese standards, Chinese speed, and Chinese assets", and further extend the win-win value created by the Chinese market to the world, and announced that it plans to start exporting finished vehicles from 2025, and will achieve the export target of 100,000 units in the first phase.
Focusing on the new era of people, "enjoy the joy with the NI" Japanese product brand and set sail
China's automotive industry is setting off an unprecedented wave of change, and consumers in the new era are rapidly embracing new ways of life and mobility brought about by intelligent and electric drive technology innovation. Nissan's new brand proposition, "Excitement by NI," unveiled at the show, is a localized interpretation of Nissan's commitment to "Innovation for Excitement." Nissan aims to be a leader in the most enjoyable life through brand renewal, and to meet the personalized mobility experience of each "NI". "Fun" is not only a driving experience brought by products and technologies, but also a new way of life defined by users. "NI" not only means Nissan Innovation, but also focuses on every consumer, "you". This new brand proposition not only represents Nissan's innovative spirit and pursuit of a better life, but also represents Nissan's commitment to the diverse needs of each consumer.
In the face of fierce market competition, Nissan will adhere to the corporate purpose of "promoting innovation and enriching people's lives", abide by the commitment of "in China, for China", and focus on the Chinese market and co-create with global resources under the inspiration of the new brand proposition. Focusing on all touchpoints such as technology, products, and services, we will accelerate the transformation of intelligence and electric drive, and work with Chinese partners to provide consumers with an enjoyable future mobility experience that meets user needs.