Amid China's Cheap EV Domination, Nissan Still Relys On Uniqueness And Driving Emotions

Nissan Leaf. (Doc. Nissan Global)

JAKARTA - The global automotive world is currently decorated by various brands from China that offer electric vehicles (EVs) at affordable prices, as a result, hot competition with a number of other vehicle manufacturers is inevitable. However, manufacturers like Nissan do not want to be affected by that.

This Japanese manufacturer has offered two EV models such as the Ariya and the Leaf. Although the prices offered are not affordable, such as rivals from the bamboo curtain country, Nissan has a different appeal in this market.

Senior Vice President and Chief Planning Officer Africa, Middle East, India, Europe, and Oceania Francois Bailly, said that prices are not the only driving factor in the sale of electric vehicles.

"Losing EV prices is our main goal, which is why we are doing various activities to get the best prices in the market compared to producers from China and others," Bailly said as quoted by Drive, Tuesday, June 11.

Despite this, he also stressed that his party will continue to offer other things to customers such as an impressive and satisfying driving taste.

"But what I really want to emphasize is the emotions our car gives customers," added Bailly.

Bailly also confirmed that his party will reshuffle a number of models, such as Juke which will be converted to EVs in full conjunction with the latest generation Leaf and will be produced at the Sunderland plant, England. The manufacturer also revealed that this crossover is likely to be based on Hyper Punk, a concept car exhibited at the 2023 Japan Mobility Show.

The next generation of Juke on the Hyper Punk basis will be a model that will attract attention on the highway, added Bailly.

In March, the Japanese-based manufacturer launched a strategy plan "The Arc" consisting of the launch of 30 new models for the global market in 2026, with 16 of them electric-driven vehicles (EVs).

Furthermore, they plan to reduce the production cost of next-generation electric vehicles by 30 percent, paving the way for the balance of costs between EVs and ICE vehicles by 2030.

Nissan also detailed several models to be launched for several markets, such as eight New Energy Vehicle (NEV) models in China, seven models in the US and Canada, five models in Japan and the Middle East, as well as three models in India and Africa, and two models in Oceania.

Despite maintaining a balance between ICE and EV in the next two years, Nissan plans to increase investment in electrification by more than 70 percent by 2026.