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Nissan recovery to focus on U.S., Japan, China markets

Nissan will pull back from Europe and elsewhere to focus on the United States, China and Japan under a plan that represents a new strategic direction for the embattled carmaker, people with direct knowledge of the plan told Reuters. The "operational performance plan" is due to be announced on May 28 and goes beyond fixing problems from ousted leader Carlos Ghosn's aggressive expansion drive, the people said. The company's struggles predate the current global economic shutdown. Nissan's 2019 sales slumped severely.  Nissan was already planning to implement what was described as a "do or die" plan in January, before the global coronavirus pandemic froze automotive production and sales worldwide.  Pursuit of market share, particularly in the United States, led to steep discounting and a cheapened brand. Under the new, three-year plan — reported here for the first time — Nissan aims to restore dealer ties and refresh lineups to regain pricing power and profitability, the people told Reuters. "This is not just a cost-cutting plan. We're rationalizing operations, reprioritizing and refocusing our business to plant seeds for the future," one of the people said. The plan also aims to cut competition and expand cooperation with alliance partners, the people said. Nissan will follow Mitsubishi in plug-in electric hybrid vehicle technology, with the smaller peer taking the lead in Asian markets outside China and Japan. France's Renault will likely focus on electrical vehicle technologies and Europe. Nissan and Mitsubishi declined to comment. Renault did not immediately respond to a request for comment. The plan, led mainly by Chief Operating Officer Ashwani Gupta rather than Nissan's low-key chief executive, Makoto Uchida, is aimed at freeing resources to invest in products and technology for the United States, China and Japan, the people said. "The net effect is even though we reduce our R&D spend this year versus last year and make other savings, we pump those freed-up resources back into core markets and core products," said one of the people, who declined to be identified as they were not authorized to speak with media on the matter. The plan is likely to take up to two weeks to be finalized, with sales and earnings targets complicated by the anticipated long-term impact on auto sales of government measures worldwide taken to stop the coronavirus outbreak, the people said.

Nissan-Dongfeng's Leaf-based Venucia e30 EV goes on sale in China

Nissan's proverbial other shoe has dropped on the other side of the world. The Japanese automaker, along with Chinese company Dongfeng, has started selling the Venucia e30 battery-electric vehicle in the world's most populous country. How the sister vehicle to the Nissan Leaf will fare remains to be seen, but it's a pretty big bet. The companies certainly tested the model enough, very quietly running 300 trial vehicles a combined three million miles on China's roads. The result is a vehicle the companies say reduces operating costs by about 85 percent relative to gas-powered vehicles and can go 35 miles on a five-minute quick-charge. In China, the Venucia e30 retails for about $44,000, though that's before government incentives kick in. The car will debut with sales in Beijing, Shanghai, Guangzhou, Shenzhen, Dalian, Wuhan, Tianjin, Zhengzhou and Hangzhou. The rest of the country gets access to the model next year. Nissan and its Chinese partner are probably hoping for the kind of success Nissan's has finally started to have with the Leaf in the US recently. Last month, Nissan moved 3,186 Leaf vehicles Stateside, a monthly record. Year-to-date US sales of the Leaf are up 34 percent from last year to 18,841 units. You can find more info on the e30 in Nissan's press release below. DONGFENG NISSAN LAUNCHES ITS FIRST ALL-ELECTRIC VEHICLE - Venucia `e30' offers trusted, affordable, pure EV experience for Chinese consumers - SHANGHAI, China (September 10, 2014) - Dongfeng Nissan Passenger Vehicle Company (DFL-PV) today launches its first pure-electric vehicle model, "e30," from its local Venucia brand. With a five million kilometer pilot run across China completed prior to launch, e30 is trusted to bring Chinese consumers an enjoyable EV experience at affordable running costs. Its starting price is set at RMB 267,800 Venucia e30 Jun Seki, President of Dongfeng Motor Co., Ltd. (DFL), Nissan's joint venture with Dongfeng Motor Group Co., Ltd., said, "With Nissan Global's advanced technology, sales experience and know-how of electric vehicle, the Venucia e30 has been locally developed through our careful studies about market situations and consumer needs in China. I am looking forward to seeing the Venucia e30 lead China's electric-vehicle market into the future and also to more development of new energy vehicles and the wide adoption of electric vehicles in China." e30 achieves an optimal balance between driving range, affordability and convenient charging.

Japanese automakers ramping production for renewed American sales

The 2011 earthquake and tsunami that struck Japan took quite the toll on the automotive industry in that nation. Not content to lean on that tragedy as excuse for slagging sales, the Japanese automakers are planning on a major production expansion in North America. The aim is to reclaim the market share lost from the Tsunami-based dip, and overcome a dollar/yen exchange rate that makes exporting to America unprofitable.
Following the Tsunami, Japanese automakers ramped up production in their North American facilities to compensate, but according to Automotive News, Nissan, Honda and others have all reported plans for still-further increased production in the year ahead. As part of this ramp-up, Mazda will open a facility in Salamnca, Mexico before March of 2014. Part of that increase in output is 50,000 units of a Toyota-badged compact car, which Mazda will produce.
Other Mexican production facilities opening include a Honda plant, which will open in Spring 2014 in Celaya, and a Nissan plant, set to open later this year in Aguascalientes. Nissan also said that it will need another plant in North America within the next five years. According to Nissan Boss Carlos Ghosn, the company aims to raise its stake in the US market from 8 percent to 10, and adding production will help achieve that goal. Even Mitsubishi is aiming to boost production at its Normal, Illinois plant. Production of the Outlander Sport is currently at 50,000, which Mitsubishi wants to raise to 70,000.