Nissan Motor is injecting an additional ¥10 billion ($1.4 billion) into its struggling China operations by 2026, as the Japanese automaker scrambles to reverse a dramatic sales decline in the world’s largest auto market.
The investment, announced by China chief Stephen Ma at Auto Shanghai, comes as Nissan’s annual vehicle sales in China have plunged to 790,000 units — roughly half of what they were in 2018. Ma acknowledged the company had been “sort of slow in approaching the market,” adding that Chinese brands were “too fast” and “exceptional in how fast they moved.”
To regain momentum, Nissan unveiled its first plug-in hybrid pickup truck, the Frontier Pro, and showcased the N7 electric sedan developed with joint venture partner Dongfeng Motor. The company plans to launch 10 new energy vehicles in China by mid-2027, up from a previous target of eight models by late 2026.
The moves come as domestic rivals like BYD continue to dominate. BYD aims to sell 5.5 million vehicles in 2025, including more than 800,000 in overseas markets — a stark contrast to Nissan’s diminishing presence.
After closing its Changzhou plant last June, Nissan faces pressure to accelerate development after announcing 9,000 job cuts in November and slashing global production by 20%. Once considered the most successful Japanese automaker in China, Nissan’s delayed response to electrification has cost it dearly in a market now dominated by agile local competitors.
