Nissan Has a Turnaround Plan That Involves Cheaper EVs and Other Electrified Models

by Chris Teague

Published: March 25th, 2024

nissan has a turnaround plan that involves cheaper evs and other electrified models

The last decade hasn’t been the kindest to Nissan. Its former CEO had to flee Japan and is currently hiding in Lebanon, and several high-value employees left shortly after. Now, the company has reportedly backed out of a tentative deal to invest in Fisker and is eying the possibility that China could eat everyone’s lunch with affordable EVs. CEO Makoto Uchida recently outlined the automaker’s comeback roadmap, called “The Arc,” which he said would involve launching dozens of new models and enhancing the brand’s competitiveness in the EV space.

Uchida said Nissan plans to release 30 new models by 2026, including 16 electrified models. Additionally, the company will refresh 60 percent of its gas vehicle catalog at the same time. Importantly, Nissan’s EV roadmap includes plans to slash prices by 30 percent, achieving cost parity between EVs and ICE vehicles by 2030. The automaker will group the development of some models to reduce costs and partner with outside companies to leverage tech and other advantages.

These moves can’t come soon enough. Nissan’s sales have fallen significantly since 2019, down from 5.52 million that year to just 3.7 million last year. Additionally, the automaker is pursuing measures to improve revenues by the end of the decade and cut more costs.

This is no small feat for anyone to pull off, let alone a manufacturer feeling the upper limits of its financial capabilities. Nissan only sells two EVs in the U.S. at the moment, one of which is set to be discontinued. The brand does not sell any hybrids here, putting it far behind its home country rivals, Honda and Toyota, in the U.S. market.

[Image: Nissan]

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Chris Teague

Chris grew up in, under, and around cars, but took the long way around to becoming an automotive writer. After a career in technology consulting and a trip through business school, Chris began writing about the automotive industry as a way to reconnect with his passion and get behind the wheel of a new car every week. He focuses on taking complex industry stories and making them digestible by any reader. Just don’t expect him to stay away from high-mileage Porsches.

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2 of 17 comments

Merc190 on Mar 26, 2024

Maybe they'll make a smaller engined 260Z so I can afford it, I really dig the styling but want higher mpgs and lower operating costs.

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Ronin on Mar 26, 2024

Sales are down, so the solution is to roll out MORE e-cars- the very category that nobody wants? Even Tesla stock value is down at least 25% YTD, and they are starting to slash prices.

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Amy I owned this exact car from 16 until 19 (1990 to 1993) I miss this car immensely and am on the search to own it again, although it looks like my search may be in vane. It was affectionatly dubbed, " The Dragon Wagon," and hauled many a teenager around the city of Charlotte, NC. For me, it was dependable and trustworthy. I was able to do much of the maintenance myself until I was struck by lightning and a month later the battery exploded. My parents did have the entire electrical system redone and he was back to new. I hope to find one in the near future and make it my every day driver. I'm a dreamer.
Jeff Overall I prefer the 59 GM cars to the 58s because of less chrome but I have a new appreciation of the 58 Cadillac Eldorados after reading this series. I use to not like the 58 Eldorados but I now don't mind them. Overall I prefer the 55-57s GMs over most of the 58-60s GMs. For the most part I like the 61 GMs. Chryslers I like the 57 and 58s. Fords I liked the 55 thru 57s but the 58s and 59s not as much with the exception of Mercury which I for the most part like all those. As the 60s progressed the tail fins started to go away and the amount of chrome was reduced. More understated.
Theflyersfan Nissan could have the best auto lineup of any carmaker (they don't), but until they improve one major issue, the best cars out there won't matter. That is the dealership experience. Year after year in multiple customer service surveys from groups like JD Power and CR, Nissan frequency scrapes the bottom. Personally, I really like the never seen new Z, but after having several truly awful Nissan dealer experiences, my shadow will never darken a Nissan showroom. I'm painting with broad strokes here, but maybe it is so ingrained in their culture to try to take advantage of people who might not be savvy enough in the buying experience that they by default treat everyone like idiots and saps. All of this has to be frustrating to Nissan HQ as they are improving their lineup but their dealers drag them down.
SPPPP I am actually a pretty big Alfa fan ... and that is why I hate this car.
SCE to AUX They're spending billions on this venture, so I hope so.Investing during a lull in the EV market seems like a smart move - "buy low, sell high" and all that.Key for Honda will be achieving high efficiency in its EVs, something not everybody can do.