Nissan Motor(US:NSANY) Xin Lang Cai Jing·2025-10-23 05:31Core Insights - Nissan is initiating a new round of localization transformation in China, marking its 40th anniversary in the market, with a focus on enhancing core competitiveness through user insights, rapid product iteration, and deeper local integration [1][4][13] - The "Re:Nissan" business plan aims to redefine value by strengthening core advantages and reigniting brand passion, with a significant emphasis on the Chinese market as a strategic high ground [1][4][14] Strategic Elevation - China has transitioned from being an important sales market to a new strategic high ground for Nissan, as emphasized by CEO Ivan Espinosa [1][4] - The company is undergoing profound strategic and organizational changes in China, with increased autonomy for local teams in product definition, development pace, supply chain integration, and pricing strategies [4][5] Product Development and User Engagement - Nissan has launched two new models, the N6 and the Tianlai Hongmeng cockpit, to address diverse consumer needs in China [6][9] - The N6 is Nissan's first global plug-in hybrid sedan, targeting family users, while the Tianlai Hongmeng cockpit is the first fuel vehicle equipped with Huawei's HarmonyOS, appealing to tech-savvy urban consumers [6][7] Market Trends and Consumer Insights - The evolving automotive consumption trends in China reflect a shift towards vehicles as "mobile living spaces," with increasing demand for smart technology and family-friendly designs [7][8] - Nissan is responding to these trends by enhancing comfort, safety, and reliability in its products, while also focusing on a dual strategy of developing both fuel and new energy vehicles [8][9] Brand Renewal and Youth Engagement - Nissan is implementing a brand rejuvenation strategy aimed at a younger audience, utilizing insights from a young design team to create products that resonate with Gen Z consumers [11][12] - The company is fostering a co-creation ecosystem that includes users in product development and service upgrades, enhancing customer engagement through both online and offline channels [12][13] Future Outlook - Nissan's transformation in China is seen as crucial for its future positioning in the automotive market, with a commitment to launching 10 new energy models by summer 2027 [8][14]