Nissan Motor’s Global
Strategy & Two Vision
ZERO
November 18, 2013
Toshiyuki Shiga
Representative Director & Vice Chairman
Nissan Motor Company Ltd.
POWER
Brand & sales power
FY13 Outlook
8
Global market
share by FY16 (%)
6.4%
WWW.nissan-global.com
8
Sustainable COP (%)
5.4%
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
2
Global Strategy
Offensive Strategy
Emerging
markets
Premium market
Entry
markets
Leadership Strategy
Autonomous
driving
Partnership Strategy
www.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
3
Emerging Countries Leading the Growth
Source: Nissan Motor
www.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
4
New plant investments
FY13
FY14
Under construction
India new plant （Powertrain）
Under construction
Jatco Thailand new plant (From Sept.)
Mexico new plant
Under construction
(From Nov.)
Brazil new plant
Under construction
Under construction
(From Sept.)
Oct. 2013/ 1on1
(Spring)
Thailand new plant
Under construction
Indonesia new plant
Under construction
Russia St. Petersburg
plant expansion
Under construction
China Dalian new plant
Under construction
Jatco Mexico new plant
www.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
5
New Car Source of Sales
(mature markets vs. growth markets）
Replacement
New
Require products / services that cater to the
needs of first-time buyers
Typical scene in
an emerging
market
Datsun brand offers new values
www.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
6
Introduction of Datsun
 India, Indonesia, Russia, & South Africa in 2014
Datsun’s target customers
400,000 rupee (approx.¥660,000)
or less
www.nissan-global.com
Dream
Access
Trust
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
7
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an
d
ab
ov
e
Le
s
Market Needs & Opportunities in India
50% of the
market by 2016
100,000
Demand by price range
250,000
200,000
150,000
Nissan’s share at 0%
today
50,000
00,000
$7,500
$10,000
www.nissan-global.com
$12,500
$15,000
$17,500
1USD=45.7 INR
8
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
8
Progress & Goal of Infiniti Business
Premium Market Analysis
Premium brands account for 11%
of total light-vehicle sales.
But represent 50% of
industry profits
www.nissan-global.com
Infiniti Q50 world debut
at Detroit auto show
9
Building Stronger Infiniti Business
Relocation of HQ to Hong Kong
Currently IML
15 nationalities
Grand opening ceremony
held on May 2012
Infiniti Q50 world debut
at Detroit auto show
www.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
10
Active Recruitment of Dedicated Personnel
Develop Asia’s first premium brand with a team of professionals
and experts
 Johan
 Michael
SVP of NML in charge of global
Infiniti since last July.
Served as president of Audi’s
American operation
 Daniel
VP of Infiniti Americas
since this September.
Served as COO of
Porsche Cars North
America
www.nissan-global.com
Managing Director of Infiniti China
since this May
Served as
Previous vice president of BMW’s joint
venture in China
Speaks fluent Chinese
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
11
Adapting to the changing environment alone is
tough
Investment
Customers
needs
Growth of emerging
countries
Speed
Diverse green
technologies
Shift toward smaller /
cheaper cars
Connections with
governments
＋
IT changes to automobile
society
Human
resources
Technologies
www.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
12
Capitalize on partnerships and local resources
Share investments
Capitalize
on local
insights
Partnership
Capitalize
on local
talents
Complement
technologies
Complementarity
Synergy
www.nissan-global.com
Alternative
Offset
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
13
Partnerships created so far
www.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
14
Case①：Renault Nissan Alliance
Common Module Family
Applied from Rogue / X-Trail in FY2013
Vehicle type
Engine
compartment
MPV
SUV
FR under
body
Cockpit
Electrical
& Electronics
architecture
RR under
body
Heavy weight
High Position
Heavy weight
Middle weight
Middle Position
Middle weight
Light weight
Low Position
Light weight
High hood
SED
H/B
Low hood
www.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
15
Case②: Partnership Strategy with Daimler
 Infiniti Q50
Diesel engine essential for Europe and
downsizing turbo
 Joint production of 4-cylinder gasoline
engine in Tennessee, U.S. starting from
mid-2014. Applied to Mercedes Benz C
Class & Infiniti models
 Infiniti Q30
adopt some components of Daimler
www.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
16
Leadership Strategy
Preparations to accomplish Nissan Power
88 hit the climax in FY2013, the end of the
first half of the plan. Investments will bear
fruits going forward.
＋
At the same time, Nissan is pursuing
sustainable mobility under the vision and
leadership strategy.
Challenges to
develop sustainable
mobility
Social
Value
www.nissan-global.com
Vision
(Goal)
Leadership
Strategy
(Solution)
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
17
Challenges by Nissan
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
18
Challenges by Nissan
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
19
Challenges to Develop Sustainable Mobility
Energy
Global warming
A
Fossil fuels
Air pollution
Accidents
h b
Emission
WWW.nissan-global.com
Safety
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
20
Vision : 2 ZERO
Energy
Global warming
Air pollution
Accidents
Zero emission
Zero fatality
A
h b
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
21
2 Approaches of Leadership Strategy
Energy
Global warming
Air pollution
Accidents
Electrification
Vehicle Intelligence
A
h b
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
22
Electrification for Zero emission
Energy
Global warming
A
Air pollution
交通事故
Accidents
h b
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
23
Shift from fossil fuel-powered cars to cars
powered by renewable energy
Fossil fuels
Bio fuel
Electric power
Regeneration
Storage
Driving energy
Ford Model T of 1908
WWW.nissan-global.com
Electric Vehicle
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
24
100% EV Nissan LEAF
 Launched in December 2010
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
25
Nissan LEAF Users’ Voice
WWW.nissan-global.com
26
Compelling Attributes of EV
Home charging
Inexpensive
electricity
Ultimate
quietness
Zero emission
Agility
Around-the-clock
connected services
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
27
Aggregate Global Sales of Approx.87,000 units
(as of October 2013)
Kanagawa Prefecture
History of Nissan LEAF Sales Volume
More than 50,000 units JPN
Nissan LEAF Owners’
Event in San Francisco
30,431
US
22,908
5,061
FY10
Switch EV Project in U.K.
FY11
FY12
FY13
FCST
WWW.nissan-global.com
EUR
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
28
FAQ
No matter how much you boost the number
of eco-friendly EV, wouldn’t the issue
remain unsolved as long as the power is
generated by fossil fuels such as oil and
coal?
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
29
Adoption of renewable energy is key
However, power generated by natural energy is unstable.
It is a challenge to supply at need.
sunlight
wind
Unstable
power supply
water
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
30
EV for Energy Storage
Using EV as energy storage enables practical use of
renewable energy.
sunlight
EV
wind
water
WWW.nissan-global.com
電 気
Store
electricity
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
31
Connect with power grid
IT network
エネルギー
温暖化
出典: NASA earth observatory
（http://www.nasa.gov/vision/earth/environment/arcticice_decline.html）
交通事故 People
渋滞
Power grid
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
32
Power Storage Capacity
EV Battery Capacity
1
Power Consumption
24 kWh
Average Household
10 kWh/day
Approx.10 MWh
Nissan GHQ
10MWh/day
400
22,000
Approx.530 MWh
WWW.nissan-global.com
Nishi-ku, Yokohama
（53,000 households)
530MWh/day
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
33
Nissan LEAF’s Value as Storage Battery
Storage battery
capacity(kWh)/price(¥)
Power supply capacity of a
LEAF(24KWh)
４００
単位（万円）
Storage battery for
household use on
the market
LEAF has ¥7 million value as storage
battery (excluding vehicle value)
３００
２００
Nissan１００
LEAF
24kWh/2980K Yen
For about
160 Days
For about
29 Days
For about
10 Days
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
34
LEAF to HOME
 2-way energy management by PCS*
 Sold about 2000 units (as of the end of October
2013)
*PCS : Power Control System
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
35
Power Saving Initiative with Nissan LEAF
Annual saving (¥10,000)
 A trial in Osaka Prefecture delivered expected results.
¥48,000
5
4
3
2
¥20,000
1
0
Annual driving distance Annual driving distance
7,000km
12,000km
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
36
Real-world Evaluation at NATC (Nissan Advanced
Technical Center)
 Peak shaving by EV commuters
charging
discharging
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
37
V2B (Vehicle to Building)

EVs parked at the office supply electricity and contribute to peak
shaving
EVs are charged by the time when an employee leaves
ピークカットの考え方
( オフィスビル
)
Peak
shaving scheme (office
building)
Power consumption

勤務時間
Working
hours
3
6
1
2
3
B
B
B
V
V
V
9
12
15
EV battery status
Arrival
18
21 o’clock
Departure
charging
discharging
WWW.nissan-global.com
charging
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
38
Leveling Power Consumption with EV
If 10% of cars in Japan are replaced with EV, it results in 5%
peak shaving
[ GW ]
200
Power (total of 10 utility companies around Japan)

discharging
5%
reduction
100
charging
Charging for
driving
時間
Time
WWW.nissan-global.com
Source: Nissan Motor
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
39
In Pursuit of Smart Community

Big-scale real-world evaluation is underway around the world
Holland
Amsterdam
Amsterdam city
England
Low Carbon London
EDISON Project
Spain
Yokohama city , Toyota city etc.
Testing next-generation energy & social system
China
Smart City Málaga
Colorado
Japan
Denmark
ECO-CITY
WWW.nissan-global.com
Korea
Jeju Smart Grid
Smart Grid City
Hawaii
Island project
Texas
Pecan Street Project
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
40
Proposal of New Mobility
“Choimobi “
Yokohama city
revolutionary
clean
safe
OAL×OAW×OAH
Capacity
Max speed
Weight
Output
Range
Charging method/time
: 2340 × 1230 × 1450 (mm)
: 2 persons (in the front & the rear)
: approx. 80km/h
: 470kg(w/ doors) 500kg(w/out doors)
: rated power 8kW, max.15kW
: approx. 100km
: standard 200V, approx.4 hrs
accessible
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
41
Vehicle Intelligence for Zero Fatality
Energy
Global Warming
A
大気汚染
Traffic accident
h b
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
42
Traffic Fatalities
More than 1.2 million people die
in traffic accidents around the
world.
1
India
126
2
China
67
3
US
34
4
Russia
26
5
S. Africa
13
13
Japan
4
・・・
Ｒａｎｋ
fatalities
(1000
people)
#of fatal accidents in Japan peaked in 1970
and is on the decline.
Yet over 4,000 people die every year.
History of traffic fatalities in Japan
16,765
4411
Declining 12 yrs
in a row
＜2009 WHO ＞
www.nissan-global.com
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(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
43
43
Economic loss inflicted by traffic accidents
around the world
Approx. ¥60 tril. / year
※Estimated by Nissan Research Cen
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
44
Economic costs of road
traffic
congestion
非効率時間／ストレスからの解放
Approx. 44
tril. / year
※Estimated by Nissan Research Cente
駐車場所の探索
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
45
Economic opportunity of autonomous driving
(per year)
Accident loss ¥60tril
Congestion loss¥44tril
¥104tril.*
Equivalent to 2% of global GDP
(equivalent to GDP of South Korea)
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
46
Impediment to safety
 More than 90% of traffic accidents are caused by human
errors
Driver
Others
93%
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
47
3 Factors of Vehicle Intelligence
recognition
judgment
WWW.nissan-global.com
action
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
48
Application of State-of-the-art Technologies
 100 times more capable than a human being in
terms of “recognition,” “judgment,” and “action”
判断
Judgment
104 [T FLOPS]
Processing Speed
103
102
101
Frame rate
02
01
[fps] 103
認知
03
102
Recognition
WWW.nissan-global.com
10-1
Response
10-2
10-3 [s]
操作
Action
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
49
Better Recognition
High speed
camera
recognizes
images in slow
motion
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
50
Affinity between EV and autonomous driving
 Motor generates maximum torque in low-speed revolution zone.
 Inverter control ensures quick acceleration and sharp response in
whole speed range.
Motor
Inverter
Output
torque
[Nm]
acceleration [G]
Vehicle
speed (km/h)
EV
ICE
responsiveness
time [sec]
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
51
Value of Vehicle Intelligence（VTR）
 Safe mobility for everyone through autonomous driving
自動運転のデモ動画
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
52
Silicon Valley Office, Nissan
Research Center opened in
2013
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(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
53
Autonomous driving technologies will be applied to multiple models by 2020
The first proving ground specifically designed for autonomous driving vehicle
is under construction in Japan.
Laser scanner
FR Camera
Laser scanner
Laser scanner
Laser scanner
AVM Camera
Laser scanner
WWW.nissan-global.com
(C) Copyright NISSAN MOTOR CO., LTD.
2013 All rights reserved.
54
Car becomes your partner
Source : Wikimedia Commons
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2013 All rights reserved.
55
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2013 All rights reserved.
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