Nissan will concentrate on premium electric cars

Nissan will concentrate on premium electric cars

December 10, 2019 0 By autotimesnews

The new head of Nissan, Makoto Utida, wants the company’s electric vehicles to have new attractive features, increase the range, and with it, the price also becomes larger. The implementation of the new strategy is a crossover based on the Ariya concept.

Nissan is losing the European market. In the first ten months of the year, the company recorded the largest decline in sales compared to all car manufacturers. The company’s market share fell from 3.9% in 2012 to 2.5% in 2019, ACEA reported. Since 2013, the brand has had only one profitable year in Europe. Management was forced to shorten the shift at a plant in England and lay off 700 workers in Spain.

At the same time, Nissan had the strongest roots in the region among all Japanese car companies. The reason for this sharp drop in brand popularity lies in a series of failures that befell the company: a little over a year ago, then-president of the company Carlos Ghosn and director Greg Kelly were arrested for economic crimes. In addition, Nissan’s main assembly lines and engineering centers are located in the UK, and because of the brexit, the company runs the risk of rising tariffs.

In terms of sales in Europe, the company was also unlucky. Models Note, Pulsar, Micra, Infinity, Q30 and QX30 did not attract buyers. Well proven only Qashqai, Juke and Electric Leaf, writes Automotive News.

The new tactic of the company is to rely on electrification, and to a much greater extent than required by regional laws. According to the medium-term plan, Nissan will own 20-24% of the electric car market by 2022. However, the company wants to get even more – 42% of the European market.

The company will continue to offer Leaf and the e-NV200 minibus to Europeans and intends to standardize the technology of electric transmission, which is used in Nissan and Renault cars.

On this platform, the premium crossover Ariya will be created, which will occupy the same price category as the once Infinity.

Utida is about to adjust course in the electrification strategy — instead of the sales volume that Ghosn was concerned about, he suggests thinking about profitability and diversifying efforts. “There is no one-stop solution for all countries and all regions, because they differ in size, economic strength, infrastructure and consumer demands. We also continue to research other electric transport technologies, such as hydrogen, fuel cells, hybrids, and so on, in order to understand how they can become part of a long-term solution, ”said the head of the company.

Utida is about to adjust course in the electrification strategy — instead of the sales volume that Ghosn was concerned about, he suggests thinking about profitability and diversifying efforts. “There is no one-stop solution for all countries and all regions, because they differ in size, economic strength, infrastructure and consumer demands. We also continue to research other electric transport technologies, such as hydrogen, fuel cells, hybrids, and so on, in order to understand how they can become part of a long-term solution, ”said the head of the company.