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Nissan unveiled a renewed strategy that calls for electrification of 16 out of 30 cars by March 2027, while the rest will continue to use internal combustion engines. The Japanese auto giant includes both “pure” BEVs and PHEV hybrids on the e-POWER platform as “electric”. And this is another textbook example of “effective” management.

Leaf + Ariya

At the moment, the only fully electric electric cars produced by Nissan are the Ariya crossover and the iconic C-class Leaf hatchback, whose future fate is still unknown and reminiscent of the famous meme about Schrödinger’s cat. By the way, both still remain among the most popular in Ukraine (each in its own category). There is also the Nissan Sakura – a key car purely for the Japanese market.

Nissan’s Great Electrification: Expectations vs Reality

So what does Nissan’s new strategy mean? To try to answer the question, it is worth recalling the background – in the original MOVE to 2022 plan, which Nissan presented in 2018, among other things, as many as eight new “pure” electric cars and the goal of annual sales of 1 million by 2022 were mentioned. As a result, 8 electric cars were never released, and Nissan overcame the mark of one million electric cars only in July 2023, and this is the total result since the release of the Nissan LEAF in 2010. In 2021, Nissan came out with an updated Ambition 2030 strategy – it showed several concepts and drew a good figure of 2 trillion yen of investment in the development of 23 new electric cars (15 of them – fully electric) by 2030. Since then, Nissan has not released a single new electric car, which is quite telling. In the comments of the recent article Tesla vs BYD. The top 10 largest electric car manufacturers in 2023 sincerely wondered “Where Nissan ranks.” Here is the answer.

Under pressure from BYD and others, Nissan’s sales continue to fall, with the company expecting to sell 3.55 million this fiscal year (ending this month), down from about 5 million five years ago. Nissan expects to increase sales by 1 million by 2027 — one of the analysts in a Bloomberg comment called the goal quite “aggressive.”

What’s next for Nissan?

In summary, despite the success of the Nissan Leaf and the huge potential, Nissan completely failed the electrification of the model range and is now far behind. Nissan is now aiming for 16 electric cars by March 2027, but is tight-lipped on the exact number of all-electric models. In Europe, Nissan plans to release six new models and increase the share of electric vehicles in total sales of passenger cars to 40%. Roughly speaking, every second car sold should be electric.

At the same time, Nissan now expects to electrify 60% of the model range by 2030 (the previous goal was 50%) and produce only 34 electric models (versus 23 previously). Also in the plans is an advanced ProPILOT driver assistance system (a competitor to Tesla Autopilot). For fiscal year 2028, Nissan plans new electric vehicles with improved Li-ion NCM (50% higher energy density and 50% shorter charging time compared to Ariya) and LiFePO4 (30% lower costs compared to Nissan Sakura) and all-solid-state batteries (anodes based on solid lithium (Li) in them are a replacement for graphite anodes in lithium-ion batteries).

After unveiling the new strategy, Nissan shares fell 6% in morning trading in Tokyo, the biggest one-day drop since February 9.

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