(CTN News) – According to the CEO of Nissan Motor, electric vehicles have changed significantly since Covid – and people in different parts of the world now expect very different things from their battery-powered vehicles.
This presents a number of challenges to established automakers such as Nissan, which have followed global strategies for a number of years.
According to Nissan CEO Makoto Uchida, speaking to Martin Soong, while more and more people are buying electric vehicles, the pace of adoption varies from market to market, as do consumer wants and needs.
There has been a change in the pace of adoption of electric vehicles around the world. According to Uchida, the market has been fragmented and the pace of customer acceptance has also been different.
“This means that we must transform ourselves as an automotive company from our traditional ways.”
According to Uchida, the U.S., Europe, Japan, and China markets for electric vehicles differ greatly due to differences in government incentives, costs, and levels of regional competition.
It is important to determine how much we can localize in each market, according to Uchida.
Nissan’s global scale will enable it to reduce the cost of EV components such as motors and batteries that can be shared among various types of vehicles, according to Uchida.
The majority of these new Nissan EVs,
However, will no longer be global models. Although Nissan has always had regional models, Uchida believes that future Nissan EVs for regions such as the United States and China must be developed locally.
According to him, this will ensure that they are aligned with what local customers and regulations require, as well as ensuring that they can be priced in accordance with the market’s expectations.
As one example, Chinese EV customers are very sensitive to pricing, but they also expect the latest technology, which is due to the fierce competition among many domestic Chinese EV manufacturers.
A major challenge for Nissan in China is to compete both with its longstanding global rivals such as Toyota and Volkswagen, as well as homegrown Chinese EV startups such as Nio, XPeng, and Li Auto, all while maintaining low operating costs.
As Uchida points out, Nissan’s history in China, and its established customer base, give it an advantage that other new entrants may lack.
However, Nissan will still need to adapt to the extremely fast pace of China’s EV market, where new models are launched on a weekly basis.
” There is a lot of potential in this market, I still have an abundance of customers, we just need to accept the direction the market is heading in and adjust ourselves accordingly.” he explained.
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