Nissan and Honda Rethink China Strategy Amid Rising Local EV Competition

In an evolving narrative that underscores the intense competition in the electric vehicle (EV) sector, Japanese automotive giants Nissan and Honda are reportedly considering significant adjustments to their production strategies in China. This development, as covered by the Nikkei newspaper, highlights the challenges posed by the rapid ascent of domestic EV manufacturers like BYD, reshaping the dynamics in the world’s largest automotive market.

According to insider sources, Nissan is contemplating a drastic reduction in its production footprint, potentially cutting its annual output by 30%, which translates to around 500,000 fewer cars. Concurrently, Honda is also reassessing its production volume, with deliberations pointing towards a 20% cutback, effectively reducing its production to approximately 1.2 million vehicles. These figures reflect the companies’ strategic pivot in response to the stiffening competition and shifting consumer preferences towards locally manufactured EVs.

Despite these reports, official responses from both automakers suggest a different narrative. A spokesperson for Nissan dismissed the accuracy of the Nikkei’s report, while Honda’s representative stated that no decision has been made regarding production adjustments. This discrepancy underscores the fluidity and complexity of the situation, with details still emerging.

As part of its strategic reevaluation, Nissan is not only considering scaling down its domestic operations but is also exploring avenues to repurpose its excess production capacity. The aim is to pivot towards exporting vehicles from China to other Asian markets, leveraging its existing infrastructure and partnerships. This shift comes in the wake of Nissan’s declining sales in China, which saw a significant 16.1% drop last year, culminating in less than 800,000 vehicles sold. Honda, not far behind, also experienced a downturn, with sales decreasing by about 10% to 1.2 million vehicles.

The competition from burgeoning Chinese brands has been a pivotal factor in the recalibration strategies of foreign automakers. The market dynamics in China have shifted, with local manufacturers gaining ground and foreign entities, including industry stalwarts like Nissan and Honda, grappling to maintain their foothold.

Nissan, which operates eight factories in China in collaboration with Dongfeng Motor, and Honda, with its presence established through joint ventures with GAC Group and Dongfeng, are at a crossroads. As these Japanese automakers reassess their strategies in light of the competitive onslaught from local EV makers, the global automotive landscape continues to evolve. The decision by Mitsubishi Motors to cease production in China last year further illustrates the pressure Japanese manufacturers are facing in this key market.

With Nissan announcing plans to start exporting cars from China to international markets next year and a revised sales forecast reflecting the challenging conditions, the automotive industry watches closely. These strategic moves by Nissan and Honda could signal a broader trend of realignment within the sector, as companies worldwide navigate the complexities of the increasingly competitive EV market.


  • Sam

    Sam focuses mainly on researching and writing the growing database of Car Facts articles on Garage Dreams, as well as creating interesting list content. He is particularly enthusiastic about JDM cars, although has also owned numerous European vehicles in the past. Currently drives a 3rd generation Suzuki Swift Sport, and a Volkswagen Touareg (mainly kept for taking his border collie out to the hills to go walking)

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