Nissan is stepping up its electric vehicle strategy

As the automotive industry moves towards a sustainable future, Nissan has made the strategic decision to step up its efforts in the electric vehicle market. The decision to accelerate its strategy comes as demand for zero-emission EVs continues to grow at a record pace.

Recognizing the shift in consumer preference, Nissan is now doubling down on its EV strategy.

Having taken an early lead in 2011 with the introduction of the LEAF, Nissan is now falling behind as most automakers have fully electric cars on the market.

Despite Nissan’s LEAF’s rise to become one of the top-selling electric cars worldwide, it has taken the Japanese automaker more than a decade to release its second all-electric car, the Ariya crossover SUV, which has been launched several times. had to be postponed.

The 2023 Nissan Ariya is the Japanese automaker’s first electric SUV, with a range of up to 304 miles and an MSRP of $43,190 (for the Engage FWD trim with a range of 216 miles).

As part of Nissan’s Ambition 2030, introduced in November 2021, the company announced it will introduce 23 electrified models, including 15 all-electric vehicles, by the end of the decade. Initial plans included that 50% of the total number of models in the Nissan and Infiniti lineup would be EV or hybrid.

In response to “changes in customer needs and the business climate” toward all-electric vehicles, Nissan now plans to accelerate its strategy.

Nissan Electric Vehicle Strategy 1
2023 Nissan Ariya electric crossover SUV (Source: Nissan)

Nissan accelerates Ambition 2030 electric vehicle strategy

Nissan announced in a press release on Sunday that it would ramp up efforts to bring fully electric vehicles to market.

The Japanese automaker now plans to release 27 electrified models by 2030, including 19 new EVs, with an electrification mix of 55%, up from 50% previously. In addition, by 2026, Nissan forecasts higher electric sales volumes in key markets, including:

  • Europe: 98%, up from 75% previously
  • Japan: 58%, up from 55%
  • China: 35%, down from 40%
  • United States: 40% (EV only)

Nissan predicts the US to remain the same as previously predicted with 40% electric vehicle volume. To address the decline in China, Nissan says it will introduce an EV designed explicitly for the Chinese market.

In other news, Nissan is finding several ways to reduce emissions from its operations. The Japanese automaker is one of the first to trial all-electric heavy-duty trucks transporting new 2023 Nissan Ariya EVs to dealers.

Electrek’s Take

It’s good to see Nissan doubling down on its electric vehicle strategy as the industry transitions to zero-emission EVs.

With a slew of new EVs and ambitious new targets, Nissan is taking steps to meet its goal of being carbon neutral by 2050. However, the company will have to act quickly, as nearly every other automaker has recently raised its EV targets as well.

As Nissan is learning in China, being late makes it more difficult to break into the market, even as demand increases.

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