Core Viewpoint - The article discusses the evolving landscape of the Chinese automotive market, particularly focusing on the challenges and strategies of joint venture (JV) car manufacturers in the context of increasing competition from domestic brands and the shift towards electric vehicles (EVs) [1][11]. Group 1: Market Dynamics - The upcoming Guangzhou Auto Show is set against a backdrop of local purchase subsidies and confirmed tax exemptions for vehicle purchases, raising concerns about the future of the car market [1]. - Joint venture car manufacturers, once dominant, are now facing significant pressure as they adapt to the rapidly changing market, particularly in the electric vehicle sector [3][11]. - The competitive landscape is characterized by a price war and a shift in consumer expectations, with a growing demand for vehicles that meet local needs rather than relying on brand prestige [8][9]. Group 2: Joint Venture Strategies - Joint ventures are increasingly adopting a more humble approach, learning from local consumer preferences to enhance their product offerings [3][4]. - The launch of models like the GAC Toyota's Platinum 3X and Nissan's N7 signifies a renewed commitment to align with Chinese consumer demands, showcasing a shift in strategy [6][11]. - The need for deep localization in production, R&D, and decision-making processes is emphasized as essential for joint ventures to remain competitive in the Chinese market [11][13]. Group 3: Future Outlook - The article predicts that by 2026, joint ventures will need to abandon the notion of brand premium and focus on product quality and local relevance to survive [8][13]. - The integration of local technology partners, such as Huawei and CATL, is seen as a crucial step for joint ventures to enhance their technological capabilities and meet market demands [11][13]. - The overall message is that joint ventures must embrace a strategy of "in China, for China" to rebuild their competitive edge in the evolving automotive landscape [11][13].

校对 赵琳 在用户服务层面，东风日产打造了燃油车首个"订交服"分立销售渠道模式，下订、提车、售后等每个环节都由专业团队负责。 此外，东风日产新能源技术架构天演架构下的首款纯电动车型N7和首款插混轿车N6也悉数亮相广州车展。周锋表示这是东风日产首次进入车展 新能源馆。 编辑 徐倩 新京报贝壳财经讯（记者王琳琳）11月21日，东风日产天籁·鸿蒙座舱在广州车展上市，新车共推出4款车型，官方指导价为13.99万元-16.79万 元。东风汽车集团有限公司副总经理党委常委、东风汽车有限公司执行副总裁、东风日产乘用车公司副总经理周锋表示，这款车型不仅是东风日 产"油电同智"战略落地第一车，也是"在中国、为中国、向全球"战略的实际成果，目标是打造"燃油智能第一车"。 天籁·鸿蒙座舱。企业供图 周锋表示，调研发现燃油车用户对燃油车的期待包括既要有熟悉的安全感，也希望体验到真正好用的智能。新车搭载可变压缩比涡轮增压发动 机，最大马力243匹，百公里加速时间为6秒。此外，新车全系标配鸿蒙座舱5，AI级语音智慧助手支持模糊语义识别。 ...

Core Insights - Nissan's participation in the China International Import Expo (CIIE) marks its seventh appearance, showcasing a diverse product matrix and the establishment of Nissan Import and Export (Guangzhou) Co., Ltd, the first joint venture for vehicle import and export by a foreign automaker in China, indicating a shift from localized production to global output [1][10][13] Product Strategy - Nissan's exhibition at CIIE serves as a "technology roadmap" for understanding the Chinese market, emphasizing a diversified and intelligent approach to meet the growing consumer demand for smart, electric, and personalized mobility [3][10] - The Tianlai Hongmeng cockpit, the world's first fuel vehicle equipped with Huawei's Hongmeng cockpit, represents a leap from "physical comfort" to "intelligent comfort," addressing the "oil-electric intelligence" issue in traditional fuel vehicles [3][5] - The N7, Nissan's first pure electric sedan developed under the Dongfeng Nissan's new energy technology framework, has quickly become a bestseller in the joint venture electric vehicle market, showcasing its appeal to Chinese family users [5][10] - The N6, Nissan's first plug-in hybrid sedan, features a large 21.1 kWh battery to alleviate range anxiety, reflecting the company's deep understanding of Chinese family user needs [5][9] - The Frontier Pro PHEV, Nissan's first global pickup designed, developed, and produced in China, showcases the company's commitment to electric innovation and local R&D capabilities [7][9] Strategic Developments - The establishment of Nissan Import and Export (Guangzhou) Co., Ltd, with an investment of 1 billion yuan, signifies a new milestone in Nissan's strategy to export "China-made" vehicles globally, enhancing its role as a foreign automaker in China [10][11] - Nissan's global executive committee member and president of Dongfeng Motor Co., Ltd, emphasized China's role as a major automotive market and innovation engine, reinforcing Nissan's commitment to deepening its presence in China while connecting with global consumers [10][12] Local Empowerment and Future Vision - Under the "Re:Nissan" global strategy, the Chinese team has gained unprecedented autonomy in product definition and market strategy, allowing Nissan to respond swiftly to market changes and consumer needs [12][13] - Nissan aims to integrate "Chinese wisdom" into global innovation, as highlighted by the collaboration with local tech giants like Huawei, driving the development of new energy vehicles and export growth [12][13]

Core Viewpoint - Honda's automotive sales in China have significantly declined, with a 20.6% drop in October 2025 and a 20.5% decrease in cumulative sales from January to October 2025, indicating a challenging market position for the company in the region [2]. Sales Performance - Honda's terminal automotive sales in China for October 2025 were 59,886 units, down 20.6% year-on-year [2]. - Cumulative sales from January to October 2025 reached 527,740 units, reflecting a 20.5% decline compared to the previous year [2]. - Dongfeng Honda sold 29,678 vehicles in October, a 15.2% decrease, and 257,755 vehicles from January to October, down 24.7% [2]. - GAC Honda's October sales were 35,671 units, down 15.8%, with cumulative sales of 259,576 units, a 26.2% decline [2]. - In comparison, Toyota's sales in China showed growth, with GAC Toyota and FAW Toyota achieving year-on-year increases of 4.4% and 7%, respectively [2]. Market Position and Competition - Honda ranks last among Japanese joint venture brands in terms of sales performance in China [2]. - The company's struggles are attributed to a failed transition to electric vehicles, despite launching the e:N series and the Yae brand specifically for the Chinese market [2]. Strategic Adjustments - Honda has initiated several measures to address its poor market performance, including layoffs, production capacity optimization, supply chain restructuring, and the introduction of more Chinese smart technologies [3]. - By July 2024, Honda plans to reduce its total production capacity in China from 1.49 million to 1.2 million vehicles [3]. Supply Chain Developments - GAC Honda has agreed to acquire 50% of Dongfeng Honda Engine for approximately 1.172 billion yuan, enhancing its control over engine supply and improving operational efficiency [4]. - GAC Honda's registered capital will increase from $541 million to $867 million, with a total investment of about $326 million from GAC Group, Honda, and Honda China [4]. Management Changes - In September, Dongfeng Motor Group adjusted the management of Dongfeng Honda, appointing a new executive vice president to leverage experience in new energy technology and marketing [5]. Future Outlook - Honda's global strategy indicates a slowdown in its electrification process, potentially impacting its electric vehicle offerings in China [5]. - The launch of the second model under the Yae brand has been postponed to 2026, raising questions about Honda's ability to navigate the Chinese market effectively [5].

【文/观察者网 潘昱辰 编辑/高莘】据《日本经济新闻》报道，由于在中国市场销售表现持续低迷，本 田汽车将调整在中国的产品发布规划，尤其是纯电动汽车的上市战略，以提高成本竞争力。 其中，本田原定于2025年12月前上市的旗舰纯电动轿跑车型，将推迟至2026年后上市；后续车型的发售 时间也将延期。 本田 视觉中国 本田纯电动车型战略规划的调整，主要受纯电动品牌"烨"首批车型市场反馈不佳的影响。 今年3-4月，本田在华的两家合资公司东风本田和广汽本田曾陆续上市S7和P7两款"烨"品牌纯电动中型 SUV。其中S7初始售价区间高达25.99万-30.99万元；P7的初始售价区间也达到19.99万-24.99万元。 东风本田S7 视觉中国 尽管这两款车型集成了中国本土研发的电动化及智能化技术，但从市场表现看，其中国新能源汽车市场 仍然缺乏竞争力。乘联分会数据显示，尽管上市后不久迅速宣布降价，但东风本田S7自上市以来累计 销量仅1000辆出头，广汽本田P7累计销量也仅1400辆左右。 《日本经济新闻》报道称，由于S7和P7销量低迷，本田认为后续纯电动车型的价格竞争力也不及中国 自主品牌，因此必须重新调整包括性能在内的开发计 ...

Core Insights - The 8th China International Import Expo (CIIE) has opened in Shanghai, showcasing the integration of the Chinese automotive industry with global players, featuring 12 major foreign car manufacturers and over 4,108 overseas enterprises [1][2] Group 1: Event Overview - The automotive exhibition area covers over 430,000 square meters and serves as a platform for global automotive technology and collaboration [1] - The theme of this year's automotive section is "Mobility, Infinite Possibilities," highlighting a comprehensive ecosystem of automotive industry, future technologies, and automotive culture [2] Group 2: Long-term Commitment from Foreign Automakers - Long-standing participation from foreign car manufacturers demonstrates their confidence in the Chinese market, with companies like Hyundai showcasing innovative hydrogen-powered vehicles and Toyota presenting L4-level autonomous driving solutions [3] - Volkswagen has deepened its collaboration with local tech firms, focusing on local R&D and production, while BMW is integrating AI capabilities tailored to Chinese consumers [3] Group 3: Collaborative Upgrades - The expo has facilitated significant partnerships, such as FAW-Volkswagen's memorandum for diversified product imports and Nissan's establishment of a joint venture for vehicle exports [4] - The event has evolved from merely showcasing global technologies to becoming a platform for joint R&D and technological co-creation between Chinese and foreign enterprises [4] Group 4: Focus on Smart Driving Technologies - Smart driving technologies are a central theme, with Tesla unveiling its Cybercab and BMW collaborating with Alibaba to develop AI-driven solutions tailored for Chinese users [5] - The integration of foreign parts suppliers into the Chinese automotive supply chain is deepening, with companies like Michelin showcasing innovative products [5][6] Group 5: Globalization and Market Dynamics - The CIIE reflects the dual flow of "bringing in" and "going out," enhancing the vitality and resilience of China's automotive global network [7][8] - The shift from traditional fuel vehicles to new energy vehicles and from product trade to technology cooperation is evident, with Chinese companies increasingly becoming innovation engines rather than mere market recipients [8]

Core Insights - Nissan Import and Export (Guangzhou) Co., Ltd. has been established as the first joint venture vehicle import and export company by a foreign automaker in China, with an investment of 1 billion RMB from Nissan (China) Investment Co., Ltd. and Dongfeng Motor Group Co., Ltd. [1][2] - The establishment of this new company signifies a new model of joint cooperation aimed at value co-creation, expanding the successful partnership that began 22 years ago with the founding of Dongfeng Nissan [1][2] - The N7, Nissan's first pure electric sedan under the Dongfeng Nissan new energy technology framework, and the Frontier Pro PHEV, the first pickup truck designed, developed, and produced in China for global export, will be among the first models to be exported [1][2] Company Strategy - The establishment of Nissan Import and Export (Guangzhou) Co., Ltd. is a strategic move to enhance high-level open cooperation and integrate into the global economic landscape [2] - Nissan aims to leverage China's position as the largest automotive market and an innovation engine for global automotive industry transformation, focusing on electric and intelligent vehicle development [2] - The collaboration between Nissan and Dongfeng will emphasize the integration of global standards with Chinese wisdom to accelerate the "made in China, for the world" strategy [2]

Core Viewpoint - Japan's electric vehicle (EV) market is significantly lagging behind other countries, particularly China, with a penetration rate of only 2.8% as of September 2025, compared to approximately 50% in China, indicating a substantial growth opportunity for foreign EV manufacturers [3][4]. Market Characteristics - Japan's automotive market is characterized as one of the most closed markets globally, with domestic brands maintaining over 90% market share historically, and the top-selling brands in 2025 being Toyota, Suzuki, and Honda [5][6]. - The market's slow adoption of electric vehicles is attributed to a combination of factors including insufficient charging infrastructure, range anxiety, and safety concerns, despite government incentives for EV adoption [7][8]. Competitive Landscape - International EV manufacturers, particularly from China and the U.S., are beginning to penetrate the Japanese market, with companies like BYD and Tesla showing significant sales growth in 2023 [8]. - BYD has introduced models specifically for the Japanese market and plans to expand its offerings, while Tesla is also increasing its presence by expanding its store and charging network in Japan [12][13]. Consumer Preferences - Japanese consumers prioritize factors such as range, safety, and cost-effectiveness over advanced technology features, which may favor the entry of Chinese EVs that offer a wider variety of models [12][13]. - The K-Car segment, which represents a significant portion of new car sales in Japan, is particularly appealing due to its affordability and lower maintenance costs, with K-Cars accounting for 36.8% of new car sales in 2024 [13].

Core Insights - Japan's electric vehicle (EV) market is characterized by a low penetration rate, with only 2.8% for new energy vehicles and 1.7% for pure electric models as of September 2025, significantly lower than China's approximately 50% [1][4] - The Japanese automotive market is considered one of the most closed globally, with domestic brands holding over 90% market share, making it challenging for foreign manufacturers to penetrate [3][5] - Despite government incentives for EV adoption, factors such as insufficient charging infrastructure and consumer safety concerns have hindered the growth of electric vehicles in Japan [4][5] Industry Dynamics - The market share of fuel vehicles in Japan increased from 42.3% to 44.7% year-on-year, while hybrid vehicles slightly decreased from 35.6% to 33.8% [4] - International EV manufacturers, particularly from China and the U.S., are beginning to make inroads into the Japanese market, with companies like BYD and Tesla reporting significant sales growth [5][6] - BYD's strategy includes launching models specifically designed for the Japanese market, such as the K-EV BYD RACCO and the Sea Lion 06DM-i, while also expanding its sales network [8][9] Competitive Landscape - Tesla remains a significant competitor for Chinese EV manufacturers in Japan, with plans to increase its store count and charging network [9][10] - The K-Car segment, which accounts for 36.8% of new car sales in Japan, presents an opportunity for both domestic and foreign manufacturers due to its cost-effectiveness and favorable tax policies [10] - The growing acceptance of EVs in Japan is being driven by the efforts of international companies to educate the market and provide tailored products [6][8]

Core Insights - Nissan is undergoing a significant transformation in China, emphasizing localization, intelligence, and diversification in product innovation as it celebrates its 40th anniversary in the market [1][9] - The company aims to address the evolving demands of Chinese consumers by creating vehicles that serve as comfortable and intelligent "mobile living spaces" [2][5] - Nissan's new brand proposition "Excitement by NI" will guide its strategy in optimizing consumer experiences across product layout, technological innovation, and communication [2][5] Product Innovation - Nissan has launched the N6, its first global plug-in hybrid sedan, featuring a minimalist design and a unique sunlit gold color, reflecting an understanding of Chinese consumer aesthetics [4][5] - The N7, built on Nissan's self-developed Tianyan architecture, redefines the standards for family electric vehicles with advanced safety and comfort features [4][5] - The Tianlai Hongmeng cockpit, the world's first fuel vehicle equipped with Huawei's HarmonyOS, combines Nissan's comfort with Huawei's leading technology to attract urban consumers [5][6] Market Strategy - Nissan is adopting a dual strategy of offering both fuel and new energy vehicles, with plans to launch 10 new electric models by summer 2027, including 9 under the Nissan brand [5][6] - The company is also introducing the performance model Z NISMO to the Chinese market, aiming to revive its passion and performance heritage [6][8] - Nissan's commitment to quality is evident in its rigorous testing and quality assurance processes, ensuring reliability and durability in its products [8][9] Local Innovation - Nissan's strategic transformation is centered on a "Glocal" approach, with the Chinese market playing a pivotal role in driving global automotive trends [9][11] - The Chinese team has been granted greater autonomy in decision-making, leading to faster product development cycles, as demonstrated by the N7's rapid interior design completion [11][13] - The company emphasizes a user-centric approach, engaging with thousands of car owners annually to ensure products meet local needs and preferences [8][9]