Core Viewpoint - Nissan is undergoing a significant transformation in China, aiming to rejuvenate its brand and product offerings to appeal to younger consumers, marking a "second entrepreneurship" in the market as it faces declining sales and increased competition [1][3][12]. Group 1: Market Challenges - Nissan's global retail sales in Q1 FY2025 fell to 707,000 units, a 10.1% decrease year-on-year, with net sales dropping to 2.7 trillion yen, down 9.7% [5]. - The company's net loss reached 115.8 billion yen (approximately 5.435 billion yuan), a stark contrast to previous profits, with sales in China plummeting by 27.5%, the largest decline among regions [5]. - The brand's identity as "Technology Nissan" is fading, struggling to compete with Toyota and Volkswagen while facing pressure from local Chinese brands on pricing and features [5][6]. Group 2: Strategic Initiatives - Nissan launched the "Re:Nissan" revival plan, focusing on cost optimization, which includes a global workforce reduction of 20,000 and the closure of seven factories [7][10]. - The company aims to reduce production capacity outside China from 3.5 million to 2.5 million units, with the Wuhan factory being handed over to a local brand to alleviate production burdens [7][10]. - Nissan's CEO emphasized the importance of the Chinese market in the company's global strategy, with plans to introduce ten new energy models in China by 2027, covering various powertrain types [10]. Group 3: Product Development and Localization - Nissan is adopting a "Glocal" strategy, decentralizing product development and decision-making to its Chinese team, which is expected to shorten the vehicle development cycle from 36 months to 24 months [8][10]. - Three new models, including the N6 plug-in hybrid and a new version of the Sylphy featuring Huawei's HarmonyOS, are set to launch in Q4, with the N6 positioned as a key player in the brand's electric vehicle transition [9][10]. - The company plans to invest 10 billion yuan in new energy research and expand its technical team to 4,000 members over the next three years [10].

（文/观察者网 张家栋 编辑/高莘） 据《欧洲汽车新闻》当地时间10月21日报道，欧盟发布文件显示，日产欧洲公司将与比亚迪整合期二氧 化碳排放量，以达到欧洲2025年至2027年的减排目标。 报道称，日产在此前曾与其联盟合作伙伴雷诺以及三菱达成联合碳排放协议，但该协议在2024年便已经 结束。同时，在欧洲仅销售纯电和插电式混动汽车的比亚迪，则提供了更具吸引力的替代方案。 日产发言人称，"经过对潜在合作伙伴的全面评估，我们最终选择了比亚迪，因为它拥有充足的信用额 度，并且具备综合竞争力。这项协议使我们能够持续推进向零排放的转型。" 去年，由于日产在全球的销量以及利润的下滑，这家日本汽车制造商正陷入向资本市场与合作伙伴重新 证明价值的难题。 在今年一季度确定更换CEO后，日产重新确立了一项"降本与产品重塑"的战略计划，并正在全球范围内 进行革新。但在此之前，期望在欧洲扩大电动化车型产线的日产，仍需要面临严峻的欧洲碳排放法规。 日产Ariya 欧洲汽车新闻 外媒表示，日产曾一度凭借聆风（Leaf）车型成为纯电汽车领域的先驱，但截至今年8月，其只有艾睿 雅（Ariya）车型的销量值得关注。 根据数据分析机构Dataf ...

Core Insights - Nissan is undergoing a significant transformation to appeal to younger consumers in China, marking a "second entrepreneurship" phase as it celebrates its 40th anniversary in the market [2][10] - The company faces a critical survival crisis, with a notable decline in global retail sales and a significant drop in the Chinese market, which is now seen as a key pillar of Nissan's global strategy [3][4] Sales Performance - In Q1 FY2025, Nissan's global retail sales fell to 707,000 units, a decrease of 10.1% year-on-year, with net sales dropping to 2.7 trillion yen, down 9.7% [3] - The Chinese market experienced a staggering 27.5% decline in sales, the largest drop among all regions [3] Market Positioning - Nissan's brand perception as a "technology-driven" company is fading, struggling to compete with Toyota and Volkswagen while facing pressure from local Chinese brands [3][4] - The company's luxury brand, Infiniti, is losing its presence in the premium market [3] Strategic Initiatives - Nissan has launched the "Re:Nissan" revival plan, which includes global layoffs of 20,000 employees and the closure of seven factories, aiming to optimize costs [5] - The company is focusing on localizing its operations in China, with plans to introduce three new models led by the Chinese team in Q4, including the N6, a new Altima, and the FrontierPro [6][9] Product Development - The N6 will be Nissan's first plug-in hybrid sedan, while the new Altima will feature Huawei's HarmonySpace 5.0 smart cockpit [6][9] - Nissan plans to introduce 10 new energy models in China by 2027, covering various powertrain types [8] Future Outlook - The company aims to invest 10 billion yuan in new energy research and development over the next three years, expanding its technical team to 4,000 members [10] - Nissan's strategy emphasizes a "Glocal" approach, decentralizing decision-making to the Chinese team to enhance responsiveness to market demands [9][10]

Core Insights - The article discusses the concept of "hidden champions," small and medium-sized enterprises (SMEs) that dominate niche markets but remain largely unknown to the public, particularly in Germany, Japan, and the U.S. [2][3][4] - The number of hidden champions has significantly increased in China, with a unique survival and operational philosophy that differs from Western companies [5][54] - However, the myth of hidden champions is facing challenges due to structural economic issues in Germany and Japan, leading to a decline in their prominence [6][23][36] Group 1: Definition and Characteristics of Hidden Champions - Hermann Simon defines hidden champions as companies that hold the top two global market shares, have annual sales below $1 billion, and are not widely recognized [8] - The number of hidden champions globally is estimated at 3,406, with Germany accounting for 1,573, nearly half of the total [9][13] - These companies often operate in overlooked industries, focusing on specialized products like fasteners and pet leashes, and maintain a low profile as part of their business model [14][15] Group 2: Economic Context and Decline - Germany's economy is experiencing a structural crisis, with GDP shrinking for two consecutive years, a rare occurrence since 1950 [27][28] - The automotive industry, a cornerstone of Germany's manufacturing sector, is facing systemic decline, with a reported 80% increase in bankruptcies since 2021 [28][30] - Major automotive suppliers are also struggling, with significant layoffs announced by companies like Bosch and ZF [28][29] Group 3: Comparison with China - In contrast to the decline of hidden champions in Germany and Japan, China's hidden champions are on the rise, with over 14,000 specialized small and medium enterprises identified [53][54] - Chinese companies are increasingly entering the global market, with 15 firms listed among the top 100 automotive parts suppliers, showcasing higher profit margins than their European counterparts [52] - The article notes that the number of identified hidden champions in China has tripled in the past five years, indicating a robust growth trajectory [54][55] Group 4: Future Outlook - The article suggests that the traditional manufacturing powerhouses of Germany and Japan are losing their competitive edge due to slow digital transformation and a lack of innovation [39][42][46] - The rise of Chinese technology and manufacturing capabilities is reshaping the global industrial landscape, with a notable absence of German and Japanese firms in the emerging sectors like AI and renewable energy [36][37] - The future of hidden champions in Germany and Japan appears uncertain as they struggle to adapt to changing market dynamics and increasing competition from China [58]

Core Insights - Japanese automakers are expected to adopt a conservative approach to R&D spending in the fiscal year 2025, with R&D expenditure projected to be less than 4% of sales, significantly lower than their overseas competitors [2][11] - The R&D spending of Japan's seven major automakers is projected to total 3.94 trillion yen, a slight increase of 2% year-on-year, with the R&D expenditure ratio at 3.92%, marking the second consecutive year below 4% [2][3] R&D Spending Breakdown - Honda leads the group with an R&D expenditure ratio of 5.7%, while Toyota ranks last at 2.8%. However, in terms of total R&D spending, Toyota remains the highest at 1.37 trillion yen, a 3.3% increase year-on-year [3][4] - Nissan plans to invest 630 billion yen in R&D, a 1.8% increase, with a ratio of 5% of expected sales. Suzuki's R&D spending is expected to rise by 13% to 300 billion yen, with a ratio of 5.2% [3][4] - Subaru anticipates a 12.5% decline in R&D spending, while Mitsubishi's spending remains unchanged from the previous year [3] Market Challenges - Japan's automotive industry faces significant challenges, including a 13.8% year-on-year decline in exports to the U.S., with automotive exports dropping by 28.4% due to U.S. tariff policies [6] - The seven major Japanese automakers are expected to see a combined operating profit reduction of approximately 2.67 trillion yen in the fiscal year 2025, which is over 30% of their total operating profit for the fiscal year 2024 [6] Strategic Shifts - Japanese automakers are adjusting their R&D strategies in response to the global slowdown in electric vehicle market growth, with some projects being postponed or scaled down [6][13] - Toyota plans to diversify its investments in carbon neutrality, focusing on hybrid and hydrogen technologies alongside electric vehicles, while also developing a software-defined vehicle platform [13][14] - Honda is prioritizing R&D in software-defined vehicles and advanced driver-assistance systems (ADAS), collaborating with Chinese companies to adapt to local market needs [13][14] Competitive Landscape - German automakers are significantly outpacing Japanese firms in R&D spending, with Volkswagen, BMW, and Mercedes-Benz leading the global rankings [7][8] - BYD has emerged as a strong competitor, ranking seventh in global R&D spending, reflecting the aggressive investment strategies of Chinese automakers in the electric and smart vehicle sectors [8]

Core Viewpoint - The article discusses the challenges faced by Nissan in the Chinese market, particularly in the context of its electric vehicle (EV) strategy and declining sales figures, highlighting the company's efforts to regain market share through aggressive pricing and new model launches [3][5]. Summary by Sections Nissan's Market Strategy - Nissan's new CEO Ivan Espinosa emphasized the launch of the N6 plug-in hybrid vehicle during the company's 40th anniversary in China, but the recovery path for Nissan in this market is proving difficult [3]. - The Nissan N7, a key model for Nissan's turnaround strategy, saw sales drop to 6,410 units in September, a 36.8% decrease from August's 10,148 units, and lower than July's 6,455 units [5]. Pricing and Sales Performance - To boost the N7's market presence, Nissan adopted a low-price strategy, setting the starting price at around 110,000 yuan, significantly lower than competitors in the same segment [5]. - Despite the aggressive pricing, Nissan reported its first quarterly loss in five years and anticipates a decline in sales for the 2025 fiscal year in China [5]. Production and Delivery Issues - Nissan has faced complaints regarding the delivery of the N7, with customers reporting delays and issues with deposit refunds [6]. - The company has begun to reduce production capacity in China, with the Dongfeng Nissan plant in Changzhou halting operations, which accounts for about 10% of Nissan's total capacity in China [6]. Overall Sales Trends - Nissan's overall sales in China from January to September totaled approximately 457,100 units, down 8% from 497,000 units in the same period last year [7]. - The Nissan Sylphy remains a significant contributor to sales, with 223,700 units sold, representing nearly 49% of total sales [7]. Industry Context - The article notes that domestic joint venture car manufacturers are pursuing dual strategies of upgrading traditional fuel vehicles while rapidly launching new energy vehicles [8]. - Despite similar strategic approaches, Nissan's sales performance lags behind competitors like SAIC Volkswagen and GAC Toyota, with Nissan's sales in China halving from 1.38 million units in 2021 to approximately 690,000 units in 2024 [8].

Core Insights - Nissan's sales in China have halved from 2021 to 2024, indicating significant challenges in the market [1][5] - The company is betting on the success of its new electric vehicle, the Nissan N7, to recover its market share, but initial sales have been disappointing [2][4] - Nissan's strategy includes aggressive pricing for the N7, but this has led to operational issues, including production capacity constraints and delivery delays [2][3] Group 1: Sales Performance - Nissan's sales in China from January to September 2023 totaled approximately 457,100 units, down about 8% from 497,000 units in the same period last year [4] - The Nissan N7's sales in September dropped to 6,410 units, a 36.8% decrease from August's 10,148 units [1][2] - The overall sales in the Chinese market for Nissan are projected to decline further, with a forecast of 690,000 units in 2024, down from 1.38 million units in 2021 [5] Group 2: Product Strategy - The Nissan N7 is positioned as a crucial model for the company's recovery, with a starting price significantly lower than competitors, set at around 110,000 yuan [2] - Despite the low pricing strategy, Nissan has faced challenges in meeting production and delivery expectations, leading to customer complaints about delayed deliveries [2][3] - Nissan's traditional fuel vehicles, particularly the Nissan Sylphy, remain a significant part of its sales, with the Sylphy accounting for approximately 48.93% of total sales in the first nine months of 2023 [4] Group 3: Market Position and Competition - Nissan's market position is under pressure, with its sales performance lagging behind competitors like SAIC Volkswagen and GAC Toyota [5] - The company has been forced to implement price cuts for its traditional models to maintain competitiveness in the compact car segment [4] - The competitive landscape in the compact car market is intense, with the Nissan Sylphy and BYD Qin PLUS DM closely competing for market share [4]

Core Insights - Nissan is set to launch its first plug-in hybrid sedan, the N6, and the first fuel vehicle equipped with HarmonyOS, the Tianlai HarmonyOS, in the Chinese market within the next few weeks [1][2] - The CEO of Nissan, Ivan Espinosa, emphasized the importance of the Chinese market in the company's transformation strategy, "Re:Nissan," which aims to redefine Nissan's current and future value [1] - The N6 is built on Dongfeng Nissan's new energy technology platform and features a PHEV system with a 1.5-liter gasoline engine and a 21.1 kWh lithium iron phosphate battery [1] Company Strategy - The partnership between Nissan and Dongfeng allows for product localization, accelerated innovation, and meeting the unique needs of Chinese customers [2] - The company is accelerating its electrification process and expanding its new energy vehicle product lineup in China, which is becoming a key pillar of Nissan's global strategy [2] - Nissan aims to shape the future of mobility in collaboration with the Chinese market, which is making significant contributions to the development of new energy vehicles [2]

Core Insights - Nissan's business plan "Re:Nissan" aims to redefine the value it needs to achieve now and in the future, focusing on strengthening core advantages, reigniting brand passion, and creating trustworthy products [2] - The transformation of Nissan is heavily reliant on the Chinese market, which is seen as a benchmark for the global automotive industry due to its rapid development, technological leadership, and consumer insights [2] Group 1: Strategic Focus - Nissan plans to establish a new energy vehicle base and export hub in China, highlighting the country's importance in its global strategy [2] - The global first plug-in hybrid sedan N6 and the first fuel vehicle equipped with Harmony cockpit, the Tianlai, are set to launch in Q4 of this year [2] - The legendary performance model Z NISMO will be introduced to the Chinese market next year [2] Group 2: Brand and Market Positioning - The 40th anniversary celebration in China emphasized a strategy of "rooted in China, serving China, and radiating globally," showcasing a youthful and vibrant image of the new Nissan [4] - The collaboration with local designers and car owners during the anniversary event reflects Nissan's commitment to understanding and catering to Chinese consumers [4] Group 3: Organizational Changes and Achievements - Nissan's Chinese team has gained greater autonomy in product definition, development pace, supply chain integration, pricing strategy, and market approach, leading to initial successes in transformation [6][7] - The partnership with Dongfeng Motor has been crucial for localizing products and accelerating innovation, making China a key pillar in Nissan's global strategy [7] Group 4: Future Outlook - Confidence in the future stems from Nissan's long-term brand and technology accumulation, with a commitment to reliability, safety, and quality [8] - The company aims to implement a "Glocal" model, producing vehicles in China for global markets, leveraging a diverse team of local and global talents [8] Group 5: Customer Experience and Engagement - User experience is highlighted as a critical measure of product success, with testimonials from Nissan owners emphasizing the brand's reliability and user-centric values [9][11] - Nissan is focusing on a youthful, innovative, and passionate brand evolution, engaging younger consumers and encouraging their participation in product development and service improvements [11]

Core Insights - Nissan is celebrating its 40th anniversary in China, marking a significant milestone in its market presence and strategic evolution [1][3] - The company is launching its first plug-in hybrid sedan, the N6, and the Tianlai with Harmony OS cockpit, indicating a shift towards electrification and advanced technology [1][10] - Nissan's CEO emphasizes the importance of the Chinese market in the global strategy, highlighting the need for a transformation to adapt to the rapidly changing automotive landscape [4][6] Market Position and Historical Context - Nissan has been a pioneer in the Chinese market since establishing its office in Beijing in 1985, with significant partnerships leading to the formation of joint ventures [3] - The company has served over 19 million users in China, with models like the Sylphy and X-Trail being popular choices among consumers [3] - Despite reaching a peak sales volume of 1.13 million units in 2020, Nissan has faced declining sales since 2022 due to the rise of domestic electric vehicle brands [3][4] Strategic Initiatives - The "Re:Nissan" global revival plan was introduced to enhance core strengths and re-energize the brand, with a focus on the Chinese market as a key component of this strategy [4][6] - Nissan China has gained greater autonomy in product development, supply chain management, and market strategies, allowing for a more localized approach [7][9] - The company plans to launch 10 new energy models by summer 2027, expanding its product range to include various powertrain options [9][10] New Product Launches - The N6 and Tianlai with Harmony OS cockpit are part of Nissan's strategic upgrade in China, showcasing new technology and design [10] - The Frontier Pro, a pickup designed and developed in China, represents a new phase of global standards defined by local innovation [10] - Nissan's new LCV R&D center in Zhengzhou signifies a commitment to enhancing its product offerings and capabilities in the commercial vehicle segment [10] Brand Transformation - Nissan is focusing on a younger, more innovative brand image, engaging with younger consumers and adapting to their preferences [12][13] - The company's leadership believes that its long-standing reputation for reliability and quality will continue to resonate with consumers despite market changes [15] - A diverse team combining local and global talent is seen as a core competitive advantage in executing the new "Glocal" strategy [15][16]