Gasgoo Munich- At the 2026 China Auto Chongqing Summit, Liu Xinyu, general manager of Nissan China Investment, outlined the evolution of the company's strategy in the country. Having operated in China for 41 years and amassed 19 million customers, Nissan is undergoing a fundamental shift: moving from simply selling global vehicle in China to exporting Chinese-built vehicles to the world.
Image Source: China Auto Chongqing Forum
In 2024, Nissan adopted the mantra "In China, For China," which it is elevating in 2026 to "In China, For the World." The phrase "In China" remains unchanged, symbolizing a steadfast commitment to its 19 million Chinese customers. Meanwhile, "For the World" signals a push to bring China's superior products, competitive supply chains, and advanced technology to global markets.
This year, Nissan designated China as a hub for both exports and innovation. On the components front, the automaker ships nearly 2 million parts annually, leveraging China's cost and technological edge to serve global markets. For complete vehicles, Nissan has established an import-export joint venture with Dongfeng to sell China-made cars worldwide. Models like Zhengzhou Nissan pickups and the Dongfeng Nissan N7 are already making their way into overseas markets.
China's robust R&D capabilities are, in turn, bolstering Nissan's global operations. Liu noted that the industry has entered a new phase, shifting from the old model of "trading technology for market access" to one where "exporting technology drives cooperation." Sharing insights on global expansion, he emphasized the necessity of leveraging local talent and advancing the localization of human resources.
