Challenge the center of the earth and see the ＂sensibility＂ and ＂rationality＂ of Nissan cars
"The ability to properly combine reason and sensibility is a genius." -Jonathan Lee
In the field of psychology, rationality and sensibility are often a pair of antonyms, which are two sides of human nature. The former emphasizes objectivity, calmness and reason, and pays attention to facts and evidence; The latter relies more on intuition and experience and pays attention to the current feelings and emotions. The balance and reconciliation between reason and sensibility is often a subject that runs through a person’s life.
In fact, not only people, but also an enterprise, especially an automobile enterprise, has its own sensibility and rationality, which is reflected in market strategy, corporate culture, brand concept and other aspects. Looking at the huge automobile market, some people label themselves as "technical men", some pay attention to the more hard-core logic of making cars and selling, and some win the favor of users from the perspective of value and concept …
However, few car companies can balance the two ends of the balance as perfectly as Nissan does: it has both passionate and surging humanistic sensibility and practical and persistent scientific and technological rationality; It not only has strong empathy for the market and users, but also has in-depth layout and steady progress in many aspects such as product strength, brand strength and marketing strength. Perceptual thinking and ideal creation are the reasons why Nissan can still maintain its strength and steady progress after 90 years of wind and rain.
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Re-polish the golden signboard of "Technology Nissan"
Over the years, technology has always been the most distinctive "label" of Nissan. It can be said that Nissan’s history of building cars is the history of the development of an automobile technology.
The world’s first Hyper CVT transmission for 2.0L engine, ATTESA E-TS four-wheel drive system, HICAS four-wheel steering system, etc. These core technologies, which are still talked about by people today, not only give Nissan strong brand potential in different historical periods, but also continuously polish and lay the golden signboard of "Technology Nissan".
Nowadays, when the wave of new energy and intelligence surges, this "golden signboard" is also being polished again.
Generally speaking, facing the new automobile era, Nissan has accelerated the pace of electric drive, bringing core technologies such as EV, e-POWER technology and e-4ORCE Snow Fox electric four-wheel drive.
Among them, Nissan e-POWER technology is an important pillar of Nissan’s electric drive strategy except pure electric vehicles. Technically, it is driven by 100% full-time motor, giving consideration to high efficiency and high performance, with strong power and very smooth and comfortable driving experience.
In the Japanese market, 60% Japanese users choose the e-POWER model, and the satisfaction rate is as high as 90%. Since the launch of the first model in 2016, Nissan’s e-POWER technology has accumulated more than 500,000 users in the Japanese market, among which NOTE e-POWER has won the sales of compact models in Japan for three consecutive years. In the China market, the ultra-hybrid electric drive Sylphy and ultra-hybrid electric drive Qijun are gradually favored by more users in China, and the sales volume has steadily increased.
In addition, Nissan has also played another "trump card"-all-solid-state battery (ASSB).
Nissan CEO Uchida said, "Nissan Motor Co., Ltd. is a pioneer in self-developed asset batteries. In this regard, we have conducted research and experiments for 35 years, and we hope to put all-solid-state batteries into mass production in an appropriate way."
Specifically, compared with the general lithium battery soft package, the all-solid-state battery developed by Nissan not only doubles the energy density, but also has higher charging efficiency, saving two-thirds of the time compared with the existing liquid lithium battery. According to relevant plans, Nissan’s all-solid-state batteries will start a pilot plant in 2024 and be mass-produced in 2028.
It can be seen that technology has always been the constant background of Nissan, whether in the past fuel vehicle era or in the new automobile era with earth-shaking energy-driven form and industrial development pattern. Insisting on using technology to pry the market and constantly strengthening the image label of "Technology Nissan", this scientific and technological rationality is an important foundation for Nissan China to leapfrog the cycle.
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The spirit of "being the first" flowing in the blood
If rationality is the foundation, then sensibility is a tool for Nissan’s external expression.
In 1933, Nissan Motor was formally established; In 1935, when the annual sales volume of automobiles in Japan was only 900 units, Nissan built its first mass-produced automobile factory with an annual production capacity of 10,000 units. In 1947, Nissan took the lead in developing TAMA, Japan’s first pure electric vehicle, which laid the foundation for Nissan’s development in the field of pure electricity …
TAMA
In the 90-year stormy journey, "Dare to be the first" has always been a word engraved in Nissan’s genes. The brand spirit of "Do what others don’t dare to do" has always pushed Nissan to constantly achieve self-breakthrough in challenges, and has also forged countless legends named Nissan.
Entering a brand-new automobile era, Nissan’s "dare" is still clearly visible. Not long ago, Nissan China launched a unique "Journey to the Center of the Earth" in Guangxi and Guizhou provinces. The caves, sinkholes, canyons and hills not only deeply tested the strength of Nissan’s automobile products, but also once again interpreted the brand DNA of Nissan’s "Dare to be the first" and continued its spiritual connotation of "passion, innovation and challenge".
During the activity, Nissan Motor invited Li Jin, a well-known cave explorer in China and the first person to explore caves, and an exploration team composed of media from all over the country, car owners and Nissan China employees completed the exploration of the world’s largest sinkhole group-Dashiwei sinkhole in Leye, Guangxi, and challenged the 260-meter sinkhole descent. Standing at the top of the mountain overlooking your feet, you can feel the profound connotation of the brand gene of "Dare to be the first" in the collision of souls.
In Nissan China’s view, only by being brave in innovation and doing nothing can we constantly break through the status quo and stimulate the great potential contained within the brand to the greatest extent. Creating new opportunities in the changing situation, breeding new machines in the crisis and actively seeking innovation and change are the keys for Nissan to forge an eternal and always leading position in Nissan China in the ever-changing automobile market.
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Practicing sustainable development, Nissan handed over a firm answer sheet
At the same time, in terms of sustainable development, Nissan’s rationality and sensibility are intertwined and balanced.
In 2022, Nissan Motor officially released the "2022 Nissan Sustainable Development Report in China", which reported the sustainable development achievements of Nissan Motor in recent years from three aspects: future travel, green and low carbon, and social contribution. At the same time, with the help of more rational strategies and plans, the technology, products and public welfare layout of Nissan in China society will be promoted.
At present, Nissan has more than 1,700 dealers in China, providing more than 70,000 jobs. While playing a leading role in the automobile industry, it also shoulders the banner of high-quality regional economic development and social responsibility.
Especially in the export of spare parts, in recent years, Nissan Motor Co., Ltd. has built a comprehensive green supply chain in three areas of ESG, and achieved emission reduction of more than 12,000 tons per year through various activities such as adopting globally recycled packaging containers, promoting the introduction of electrified equipment, and promoting the transformation to low-carbon transportation mode.
Nissan also insists on deep cultivation of sustainable development. Taking "Journey to the Center of the Earth" as an example, during the expedition, the expedition team visited Banli White-headed langur reserve, Nonggang forest reserve, Tongling Grand Canyon and other areas to explore the diversity of animals. It is understood that in Guangxi Banli white-headed langur reserve, the population of white-headed langur has increased from more than 200 before to more than 1,400 at present. This visit not only deeply explained Nissan’s sustainable development concept of "people, cars and nature coexist harmoniously", but also once again awakened the society’s attention to the protection of ecological environment and biodiversity.
In addition, in terms of education, since it was held in 2013, the "Nissan Dreaming Class" initiated by Nissan China has experienced 10 years of development. By the end of 2022, classes had been held in 24 provinces, autonomous regions and municipalities directly under the Central Government, with a total of 2 million students benefiting.
In the future, with Nissan’s pure electric vehicles and e-POWER vehicles landing in China, Nissan’s low-carbon transformation will be further implemented, which will promote the sustainable development of society and bring consumers a more perfect power experience. At the same time, it also provides long-term support for Nissan to achieve carbon neutrality in 2050.
As a responsible automobile company, Nissan always upholds a high sense of social responsibility, pays full attention to social needs while creating economic value, and integrates social, environmental and moral development factors into its own operation and core strategy.
