Japanese legacy automaker Nissan has just unveiled four New Energy Vehicle (NEV) concepts on the first day of the 2024 Beijing Auto Show on Thursday, April 25.
Upcoming Nissan NEVs
According to the press release, the four new NEV concepts are part of Nissan’s joint venture with Chinese automaker Dong Feng. The lineup includes the Epoch, Epic, Era, and Evo.
Nissan omitted from sharing specific details about future electrified vehicles. However, it revealed that two models will be all-electric, while the other two will be plug-in hybrids.
The Epoch is an all-electric vehicle for city and suburban drivers, hinting at a smaller powertrain favoring lightness over long driving range. It will feature an “AI-expanded Internet of Things” with a digital assistant that apparently “recognizes emotions.”
The Epic is also an all-electric vehicle with an SUV body. Nissan plans to market it to “adventurous city couples.” It may be referring to urban dwellers who go on out-of-town trips on weekends. It supports autonomous driving for cities and highways with bi-directional charging capability (V2L).
The Era is a plug-in hybrid concept with a rugged SUV styling. It is expected to appeal more to “young businesspeople” who spend longer time in their cars. It offers an entertainment system, zero-gravity seats, advanced e-4ORCE all-wheel control, and active air suspension.
Lastly, the Evo is also a plug-in hybrid in a sedan body. Nissan hints that it is more suitable for families’ weekend getaways. It features ADAS, safety functions, and an AI-enhanced virtual personal assistant.
“In China, for China”
The upcoming Nissan NEVs fall under its “In China, for China” strategy as it aims to regain its strong position in the world’s largest auto market.
The Japanese automaker expects these future models to improve its brand’s appeal to local customers amid the influx of cheap China-made electric vehicles.
Nissan announced a new brand campaign, “Excitement by Ni,” to promote its brand in the Chinese market. It apparently signifies the company’s dedication to “innovation and enriching people’s lives.”
It also aims to expand partnerships with giants in the intelligence field to help develop its intelligence system and AI-based services for the local market and beyond.
Significance
Japanese automakers have continued to lose ground in the Chinese market amid the shift to clean energy vehicles. It is indeed unfortunate news for them, considering how they grew their market presence in the country in the pre-EV period.
For instance, Nissan’s sales in China dropped 16% to 794,000 vehicles in 2023. On Friday, the company announced a 14.5% reduction in its annual operating profit forecast due to intensified competition and Red Sea-caused turmoil.
All that said, Nissan’s move to introduce a new NEV lineup for the Chinese market is unsurprising. It also announced plans to roll out another model on top of the four unveiled today, raising the total of future NEV launches to five by fiscal year 2026.
