Nissan Helped Launch the EV Era — Now It’s Racing to Stay Relevant

The Brand That Once Led the Charge

Nissan was among the first to deliver a truly global mass-produced mainstream EV with the Leaf. Introduced in 2010, the model arrived years before the surge of Tesla EVs like the Model 3. However, the tide has turned. Nissan CEO Ivan Espinosa recently acknowledged in an interview with The Financial Times that the company is far from an ideal position today, particularly as it faces mounting pressure from fast-growing Chinese EV competitors.

Espinosa took the position in April 2025 following the fallout from the scandals surrounding former CEO Carlos Ghosn. He admitted that the company is still grappling with the consequences of past leadership, saying, “We forgot who we were… and we became a financial target company.” That's a harsh reality check, especially for longtime enthusiasts who grew to love the brand for icons like the Skyline GT-R.

The Painful Pivot

One of his first steps in the turnaround plan was to shut down seven plants and cut 20,000 jobs globally — a move that underscores his willingness to make tough, high-stakes decisions. Now, as the EV market grows increasingly competitive, Espinosa says Nissan is looking to draw lessons from its operations in China, where it operates a joint venture with Dongfeng. That includes accelerating development timelines and improving production efficiency.

“We’re now leveraging those capabilities to defend ourselves outside of China,” the Nissan CEO said.

The Leaf has also lost much of its affordability edge as Chinese EV makers expand aggressively into global markets, including Europe and Mexico, with competitively priced offerings. Even in the U.S. — where the Leaf is subject to import tariffs — it faces stiffer competition in its price bracket from the Chevrolet Bolt EV, while more affordable options from brands like Ford are expected to arrive in the near future. One of Nissan’s more strategic recent moves, however, has been repositioning the Leaf from a traditional hatchback into a crossover-style EV — aligning it with sustained consumer demand for crossovers and SUVs.

Betting on Alliances

Perhaps the most important move Nissan can make right now is securing the right strategic partnerships. That urgency has grown as longtime French ally Renault has announced a new collaboration with Ford to develop two Blue Oval-branded electric models. Nissan, for its part, explored a potential tie-up with Honda, but those talks have yet to produce any tangible agreements.

If nothing ultimately falls into place, Espinosa did not rule out more drastic options — including a potential sale of Nissan, even to a Chinese automaker. “Anything can happen in this crazy world,” he said.

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