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Nissan CEO Makoto Uchida Faces Mounting Pressure Amid Automaker’s Struggles

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Nissan CEO Makoto Uchida is under intense scrutiny as the automaker grapples with declining sales, job cuts, and strategic missteps in its critical markets, including the United States and China. The company, once a leader in electric vehicles (EVs), is now struggling to recover its footing amidst industry-wide disruptions and internal management challenges.

A Crisis in Leadership

In an October meeting with hundreds of Nissan managers, Uchida delivered stark news about the company’s worsening financial position. Weak sales in North America and China were cited as primary factors, alongside the absence of gasoline-electric hybrids in the U.S. market. Nissan’s decision to go “all-in” on EVs in the U.S. left it vulnerable as demand for hybrids surged due to high EV costs and limited charging infrastructure.

Despite being aware of this demand, Nissan delayed adapting its strategy, leading to missed opportunities. The company has sold its e-Power hybrids in Japan since 2016 but will not introduce a plug-in hybrid in the U.S. until March 2026.

“We weren’t able to foresee the rapid rise in demand for hybrids,” Uchida admitted at a November earnings conference, acknowledging management misjudgments.

Restructuring and Cost-Cutting Measures

To address these challenges, Uchida has pledged to cut 9,000 jobs, reduce global production capacity by 20%, and save $2.6 billion in costs. The company has already seen 1,000 U.S. employees accept early retirement and is considering further cuts in Thailand and China, where underutilized factories may be closed.

Nissan’s joint-venture plant in Mexico, COMPAS, is a likely target for downsizing. The facility, shared with Mercedes-Benz, has been operating far below its 230,000-vehicle annual capacity, producing only about 50,000 vehicles.

The Sunderland plant in the UK, however, is expected to remain operational due to recent upgrades. Weakness in the yen has also made Japan a relatively cost-effective manufacturing base, reducing the likelihood of significant cuts there.

Market Challenges and Missed Opportunities

Nissan has struggled to maintain its position in key markets. The company’s market share in China, once a stronghold, has eroded as it failed to keep up with shifting consumer preferences for futuristic-looking hybrids. Similarly, in the U.S., its EV strategy faltered when post-pandemic consumer spending slowed, and hybrids gained popularity.

The Ariya, Nissan’s much-anticipated EV, faced production delays and missed out on a $7,500 U.S. tax credit due to being manufactured in Japan rather than North America.

Nissan’s global sales fell to 3.3 million vehicles in 2022, a 40% decline from 2017 levels. The company’s stock has also plummeted 70% in the last decade, erasing $30 billion in value.

Internal Turmoil and Activist Pressure

Since the 2018 arrest of former chairman Carlos Ghosn, Nissan has been plagued by leadership instability. Uchida is now facing scrutiny from activist investors such as Singapore-based Effissimo Capital Management and Hong Kong’s Oasis Management, who have built stakes in the company.

The CEO has also been criticized internally for his handling of the company’s recovery and strategic direction. Analysts have questioned Nissan’s decision-making for over a year, particularly regarding the lack of hybrids in the U.S. market.

Future Prospects

Nissan is making efforts to pivot. The company plans to launch 34 hybrid and EV models globally by 2030, including a plug-in hybrid for the U.S. by 2026. Additionally, it is exploring partnerships, such as a potential long-term collaboration with Honda on batteries and research.

Despite the challenges, Uchida remains resolute. “I am determined and committed to fulfill my duty as CEO,” he stated during a recent press conference. However, with declining sales, intensifying competition from Tesla and BYD, and increasing scrutiny from stakeholders, the road ahead for both Uchida and Nissan remains uncertain.

Nissan Shares Plunge Over 10% Following Disappointing Results and Production Cuts

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Shares of Nissan Motors dropped as much as 10.12% on Friday, hitting a four-year low, after the company posted disappointing quarterly results and announced plans to cut global production capacity by 20%.

In its second-quarter results for the period ending in September, Nissan reported a net loss of ¥9.3 billion (approximately $62 million), a stark contrast to the ¥190.7 billion profit recorded in the same quarter last year. Operating profit fell nearly 85%, plunging to ¥31.9 billion, while revenue dropped by 5% to ¥2.99 trillion.

The company also revised its full-year financial outlook downward, lowering its revenue forecast to ¥12.7 trillion from ¥14 trillion and slashing its operating profit projection to ¥150 billion, down from ¥500 billion.

In response to the challenging situation, Nissan announced plans to reduce its workforce by 9,000 employees and implement cost-cutting measures. These efforts include rationalizing its asset portfolio and focusing on capital expenditure and research and development. The company is targeting a reduction of ¥300 billion in fixed costs and ¥100 billion in variable costs for the 2024 fiscal year.

Additionally, Nissan’s board decided not to issue an interim dividend and scrapped the year-end dividend forecast. CEO Makoto Uchida will voluntarily forfeit 50% of his monthly compensation from November, with other executives also opting for pay cuts.

Nissan’s sales volume for the first half of its fiscal year declined by 1.6%, with 1.6 million units sold. The company aims to return to profitability and positive cash flow by fiscal year 2026, even with annual sales of 3.5 million units.

 

China’s Chery Assembles Cars in Russian Plants Vacated by Western Firms

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Chinese automaker Chery has begun assembling cars in Russia at three factories vacated by Western companies, such as Volkswagen and Mercedes, following Russia’s invasion of Ukraine. As Chinese brands now dominate more than half of Russia’s car sales, Chery is expanding its role in the country’s manufacturing sector by importing nearly finished cars and completing assembly domestically. This development underscores China’s growing influence in Russia’s economy and industrial landscape.

Chery has taken over production lines once owned by Western firms, including Nissan, Volkswagen, and Mercedes-Benz. In St. Petersburg, the Nissan plant is now producing rebranded Chery models, like the Tiggo 7 SUV, which is being sold as the Xcite X-Cross 7 in Russia. In Kaluga, Tiggo crossovers are being assembled in a factory previously operated by Volkswagen. In the Moscow region, a plant formerly owned by Mercedes-Benz is producing Chery’s Exeed VX model, a luxury mid-size crossover.

Chery’s “semi knocked down” (SKD) strategy involves importing nearly complete vehicles to Russia, where the final assembly takes place at these facilities. Chery has already witnessed significant sales growth in Russia, nearly quadrupling its car sales to over 200,000 vehicles in 2023. With plans to enter more than 60 new markets in the coming years, the company is also poised to expand further, despite new tariffs imposed by the European Union on Chinese electric vehicles.

Russia, on the other hand, has been raising tariffs on car imports, making local assembly an attractive option for foreign manufacturers. This trend is part of a broader shift in Russia’s automotive industry as Chinese firms fill the gap left by Western brands. Although Chery has yet to confirm any plans to build or acquire its own factories in Russia, its expanding production in the country reflects growing collaboration between China and Russia amid ongoing geopolitical tensions.