At a time when the global automotive industry is undergoing tremendous changes, the Chinese market is at the forefront of the future of mobility. With the theme of "New Era, 'New' Nissan in China", Nissan Motor unveiled a full range of electrified 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 - "Fun 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 customers
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 specifically for the Chinese market under the guidance of its new strategic plan, 'The Arc Nissan Arc Project'. 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 Motor will accelerate the transformation of intelligent and electric drive in the Chinese market, and 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 Co., Ltd. is focusing on comprehensive new product planning, promoting electrification, innovative R&D and production methods, applying new digital technologies, and deepening strategic partnerships to increase global sales and improve profitability according to the newly released "The Arc Nissan Arc Plan". By actively deploying the development of intelligent and electric drive, we have launched the next-generation ProPILOT technology, enhanced NCM lithium-ion battery, LFP battery and all-solid-state battery (ASSB) to meet the needs of different consumers with diversified solutions. In the Chinese market, the company plans to renew 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: Ideal 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 cars as their "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 advanced e-4ORCE Snow Fox electric all-wheel drive technology and active air suspension will provide drivers with a comfortable driving experience.
Nissan Era concept
Nissan Evo Concept: Entertainment 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 fifth 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 above five new energy concept cars, 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 EV Concept 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 car detects the driver's emotions and automatically selects the right music and lighting, boosting 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 cockpit experience, such as: AI AI Q&A, AI AI map, AI car consultant 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 technology 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., Nissan's joint venture 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 in 2025, and will achieve an export target of 100,000 units in the first phase.
Focusing on the new era of people, "Enjoy the joy with NI" Nissan brand set sail for a new time
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 every 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.