Currently reading: China 'wake-up call' forces Nissan to reconsider affordable EV plans
Arrival of low-cost Chinese electric cars means Japanese brand will accelerate development of value models

The electric car market is “moving faster” than expected, with the arrival of low-cost EVs from China providing a “wake-up call” for traditional car makers, according to Nissan.

This has prompted the Japanese manufacturer to overhaul its development plans and look again at how to ensure that its EVs are affordable.

Speaking at the Japan Mobility Show (the Tokyo motor show), Nissan CEO Makoto Uchida said EVs were coming down “massively” faster than it had predicted even in 2021 and the market had moved faster than it had expected when it set its 2030 plan in that same year.

“We thought the process was step by step, but it has accelerated a lot faster,” he said. “The Chinese have accelerated this in the market and beyond.

“We are having discussions on price. We’re looking at affordable pricing for EVs across the world. This is one of the key things going forward.”

Uchida said there was no timeframe for Nissan lowering its EV prices but that it was a live topic within the company and it “had a plan”.

He said there was an important distinction in ensuring Nissan’s cars were affordable and good value for money, rather than simply making smaller and cheaper EVs.

Nissan Ariya front quarter cornering

He wouldn't comment on whether or not governments around the world should introduce tariffs on Chinese cars to ensure greater parity with more locally produced models.

“As long as it's a fair market, competition is okay," he said. "We’re not talking about governments. There is a strong wave from China now and [we need to look at] how we address this as an EV pioneer – how to change our way of constructing EVs and be competitive in each market.’

China has given firms like Nissan a “wake-up call”, said Uchida, prompting Nissan to overhaul the way it develops EVs to keep pace and bring new technologies and models to market quicker. 


Read our review

Car review

Better looks, better value, better range, stronger performance and a quiet and relaxing drive make the Nissan Leaf a leading EV contender again

Back to top

Uchida referred to previous statements on EVs that entail simplifying drive-unit development and production, with the goal of bringing the cost of Nissan's e-Power hybrids into line with ICE equivalents around 2026, and said EVs are also set to benefit from the new approach.

Uchida has also overhauled the management structure at Nissan to ensure quicker decision-making and given greater power to each of its regional heads.

He talked of leading a “mindset change” at Nissan, “not talking about what we used to talk about to bring cars to the marketplace”.

Nissan Ariya front quarter tracking

He said the new development of the Renault-Nissan-Mitsubishi Alliance was successfully moving forward and more information on this would be forthcoming.

More broadly, he said that more partnerships would be needed by all car makers, as “in this world, with the regulations we see for EVs", adding: "Doing this alone will be a huge challenge for us."

“If you want to change," he said, "you need to look at partnerships with others.”

Mark Tisshaw

Title: Editor

Mark is a journalist with more than a decade of top-level experience in the automotive industry. He first joined Autocar in 2009, having previously worked in local newspapers. He has held several roles at Autocar, including news editor, deputy editor, digital editor and his current position of editor, one he has held since 2017.

From this position he oversees all of Autocar’s content across the print magazine, website, social media, video, and podcast channels, as well as our recent launch, Autocar Business. Mark regularly interviews the very top global executives in the automotive industry, telling their stories and holding them to account, meeting them at shows and events around the world.

Mark is a Car of the Year juror, a prestigious annual award that Autocar is one of the main sponsors of. He has made media appearances on the likes of the BBC, and contributed to titles including What Car?Move Electric and Pistonheads, and has written a column for The Sun.

Join the debate

Add a comment…
manicm 28 October 2023

The issue is much more serious than discussed here. In Europe, if EVs are being forced down everyone's throat, then yes it will drive people to buy cheaper cars like Chinese ones. If additional tariffs are imposed then will people buy VWs? No, if you can't afford a car, you can't afford a car. Public transport beckons.So tariffs won't solve the issue, and Volvo saw the writing on the wall - their EX30 is a great looking car, and reasonably priced if still a bit too expensive, and a bit too small for a daily family car, but at least they're trying. Oh and I will pre-empt the Geely haters - please go vent to your dog ok?In China - it's simple - Chinese are buying more Chinese cars. You can't blame them for that, can you? Even Tesla is feeling the pinch here.

Cobnapint 28 October 2023
I wonder what will happen to the price of European cars in China if the west puts tarrifs on Chinese cars. And the price we pay for batteries and their raw materials.
Mmm. Now let me think...
HiPo 289 27 October 2023

Great that Nissan are awake and smelling the coffee.  Electrification is coming fast and they had better react and do something to compete.  But who is going to wake up Toyota?  The Chinese brands are going to eat Toyota alive by 2030, if Toyota don't change course towards fully electric.