日产中国销量连跌7年

Core Viewpoint - Nissan's sales in China continue to decline, with a reported total of approximately 653,000 units sold in 2025, marking a year-on-year decrease of 6.26% and nearly a 60% drop from the peak in 2018 [3][4]. Sales Performance - Nissan's sales in China have been declining for seven consecutive years, with the annual sales dropping below one million units in 2023. The sales figures 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 [3][4]. - The new CEO, Ivan Espinosa, indicated a global sales decline of nearly 3% for 2024, primarily due to the drop in the Chinese market. The forecast for the 2025 fiscal year predicts a further decline of 2.9% in retail sales to 3.25 million units, again attributed to the Chinese market [3][4]. Market Position and Strategy - Analysts suggest that Nissan's reliance on traditional fuel vehicles has hindered its ability to adapt to the electric and smart vehicle market trends in China. The company has fallen behind in the electric vehicle sector, lacking competitive products that meet consumer demands [4][5]. - Nissan's attempts to collaborate with Baidu for autonomous driving technology have not yet resulted in significant sales recovery, highlighting the company's struggle to compete with local smart technology providers [4][5]. Future Plans - In celebration of its 40th anniversary in China, Nissan announced plans to introduce multiple new models, including a commitment to develop ten new energy vehicles by 2027. The company aims to enhance its local presence by transferring development rights to Chinese teams and increasing investment in new energy [4][5]. - Nissan has established its first joint venture for vehicle import and export in China, shifting its strategy from importing global models to manufacturing in China for global distribution [5]. Financial Performance - Nissan's global financial struggles are evident, with a reported net loss of 221.92 billion yen for the first half of the 2025 fiscal year, compared to a profit of 19.22 billion yen in the same period last year. The company has taken drastic measures, including selling its headquarters and reducing production capacity [5]. - The utilization rate of Nissan's production capacity in China has fallen below 40%, with plans to reduce capacity from 1.5 million to 1 million units. However, even at this reduced capacity, it is considered excessive given the actual sales figures [5].