日产中国销量连跌7年，比巅峰期腰斩60%

Core Insights - Nissan's sales in China have been declining for seven consecutive years, with 2025 sales projected at approximately 653,000 units, a 6.26% decrease year-on-year, and nearly a 60% drop from the 2018 peak of 1.564 million units [1][2] - The new CEO, Ivan Espinosa, indicated that global sales are expected to decline by nearly 3% in 2024, primarily due to the downturn in the Chinese market [1] - Analysts attribute Nissan's struggles in China to its slow transition to electric vehicles and a lack of competitive smart technology compared to local players [2] Sales Performance - Nissan's sales figures in China from 2018 to 2025 are as follows: 1.564 million, 1.547 million, 1.457 million, 1.382 million, 1.045 million, 794,000, 697,000, and 653,000 units [1] - The company's retail sales forecast for the fiscal year 2025 is expected to decline by 2.9% to 3.25 million units, largely due to the anticipated drop in the Chinese market [1] Strategic Initiatives - In celebration of Nissan China's 40th anniversary, the company announced plans to launch 10 new energy vehicles by 2027 and to shorten development cycles by transferring development rights to local teams [3] - Nissan is collaborating with Huawei to integrate smart technology into new vehicles and is considering incorporating Chinese suppliers into its global manufacturing ecosystem [3] Market Context - The Chinese automotive market is undergoing significant consolidation, with over 10 car manufacturers exiting or restructuring in the past three years, including notable foreign and joint venture brands [4] - Nissan's production capacity in China is set to decrease from 1.5 million to 1 million units, with current utilization rates falling below 40% [4]