Beijing – On Thursday, Japanese automakers Nissan Motor (7201.T) and Mazda Motor (7261.T) debuted new models designed specifically for Chinese consumers. This move indicates a renewed effort to reclaim market share in the biggest automotive market globally.
At the Beijing auto show, the models, including a few concept cars, were unveiled. This effort aims to better satisfy Chinese consumers’ need for electric automobiles with installed software.
In China, domestic manufacturers like BYD (002594.SZ) have gained market dominance over foreign companies like Nissan. Transitioning, they have better catered to the preferences of younger drivers.
In collaboration with local partner Dongfeng, Nissan unveiled two concept cars that are battery electric vehicles (EVs) and two plug-in petrol-electric hybrids. According to Nissan CEO Makoto Uchida, the vehicles demonstrated the company’s dedication to China.
Rival Mazda unveiled the EZ-6 sedan, a vehicle that will be available as a plug-in hybrid or an all-battery EV. According to CEO Masahiro Moro, it also intends to launch the Arata, an SUV, in China in 2025. The Arata will have two powertrain options.
Moro states that the battery EV version of the EZ-6 will have a driving range of approximately 600 kilometers (373 miles). Additionally, the plug-in hybrid version would have a range of approximately 1,000 kilometers. The Arata is expected to have ranges that are comparable to these.
The perception of China as a market with nearly infinite growth potential held by Japanese automakers for a long time has shifted.
Nissan’s sales in China fell 16% to 794,000 units in the previous year. The carmaker has also had difficulty recovering completely from years of internal conflict brought on by Carlos Ghosn’s arrest as former chairman.
On Friday, it reduced its projection for yearly operating profit by 14.5%, citing the effects of growing competition in the United States. Additionally, it mentioned disruptions to Red Sea shipping as contributing factors.
Nissan intends to begin exporting automobiles from China in 2025, with an initial goal of 100,000–200,000 units per year.
Last month, Nissan and Honda said that they were thinking about working together on important EV parts as well as other projects.
Mazda’s market share has decreased even more. From a peak of 309,000 cars in 2017, the carmaker sold about 85,000 vehicles in China in 2023, a 72% decrease.
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