Nissan China Enters Its Forties, Co-Creating "People·Car·Life" With Chinese Families

In the blink of an eye, Nissan has reached its fortieth anniversary in China.

2025 marks the 40th anniversary of the establishment of Nissan (China) Investment Co., Ltd. and its predecessor, the Beijing Office of Nissan Motor Co., Ltd. Over the past 40 years, Nissan has witnessed and contributed to the rapid transformation of the Chinese automotive industry. In the last decade of the 20th century, Nissan further became a warm link in Sino-Japanese economic and trade exchanges, and as a pioneer, it embarked on a journey alongside Chinese families to build happiness together.

In the 1990s, Chinese families increasingly yearned for convenient travel. In 1993, Zhengzhou Nissan Automobile Co., Ltd. was established, and Nissan, as a pioneer, opened the door to local manufacturing in China. In 1995, the first D21 pickup rolled off the production line, becoming a reliable partner for public service departments such as public security, traffic administration, and electricity, thanks to its durable quality. With annual sales of about 2,000 units, it injected a warm force into social development.

Around the turn of the millennium, Nissan's development in China reached a crucial turning point. In 2000, Fengshen Automotive Co., Ltd. (the predecessor of "Dongfeng Nissan") was established in Shenzhen. In the same year, the Bluebird sedan, hailed as the "pioneer" for Nissan's localization efforts in China, successfully rolled off the production line. It quickly achieved the remarkable feat of being established, starting production, and becoming profitable all within the same year, a phenomenon referred to in the industry as the "Fengshen Miracle."

In 2001, China successfully joined the WTO, and household cars began to enter ordinary households, becoming a new symbol of a happy life. In September 2002, Dongfeng Motor Corporation and Nissan Motor Company officially signed an agreement to establish a long-term comprehensive partnership in China. This industrial bridge spanning two countries laid the foundation for a "car life" of happiness for Chinese families.

The year 2003 was the "first year" for Dongfeng Nissan and the "dream year" when the "dream of owning a car" came true for many Chinese families. In June, Dongfeng Motor Co., Ltd. established Dongfeng Nissan Passenger Vehicle Company. On the day of its establishment, Dongfeng Nissan's first "Sunny" debuted brilliantly, helping Dongfeng Nissan achieve sales of 65,000 vehicles that year, and assisting numerous Chinese families in fulfilling their dream of car ownership.

In this year, the Zhengzhou Nissan Paladin was launched, and with its unique design and outstanding performance, it achieved over ten thousand sales in its first year, capturing more than 40% of the market share for products in the same category, igniting a burgeoning SUV era.

In 2004, Nissan's "promise of happiness" to Chinese families began to materialize with "craftsmanship." In May, the new Dongfeng Nissan factory in Huadu, Guangzhou, was completed and put into operation. Within the 940,000 square meters of the plant, every production line and every quality inspection process embodies the meticulous effort to "build good cars for Chinese families."

Just four months later, the new factory in Xiangyang was successfully put into operation. On the same day, Dongfeng Nissan's first high-end sedan, the Teana, rolled off the production line. If the Sunny fulfilled the "car dream" for families, then the Teana realized the "high-quality travel dream." With a more spacious interior, more refined furnishings, and more powerful performance, family trips have been upgraded from convenience to enjoyment.

In 2005, Dongfeng Nissan experienced a qualitative leap. With stable production capacity from the Huadu and Xiangyang factories, Dongfeng Nissan's sales that year surged by 157% year-on-year, soaring to 157,000 vehicles. In the following years, it continued to progress at a pace three times faster than the industry average, with a compound growth rate of 68%, which the industry referred to as the "Dongfeng Nissan Speed." However, the core of this speed was not cold expansion, but the trust accumulated through the choices of millions of families.

In 2006, this trust was reaffirmed. That year, the Sylphy was officially launched. From its initial design, it aimed at the "core needs of Chinese families": a spacious rear seat, smooth suspension, and fuel efficiency. In the following years, Sylphy's sales soared, from selling over 10,000 units per month to surpassing 470,000 units annually. In 2018, it became the "best-selling passenger car in the national market."

In 2008, the global financial crisis swept across the world, impacting the Chinese automotive market as well. However, Dongfeng Nissan stood out as the only company among China's top ten passenger car manufacturers that did not adjust its targets and even exceeded them. On September 19 of that year, a memorable moment arrived as Dongfeng Nissan's one-millionth vehicle officially rolled off the production line.

From its establishment in 2003 to surpassing one million in production and sales, Dongfeng Nissan took only 5 years and 3 months, creating the fastest development speed among domestic car companies. However, these one million vehicles are not simply a milestone, but a reflection of the choice of thousands of families, and it stems from the unwavering trust of these families.

Looking back at Nissan's development in China throughout the 1990s and 2000s, every moment is filled with emotion and strength. Zhengzhou Nissan achieved remarkable success in niche markets with precise positioning; Dongfeng Nissan gained both market and user recognition with classic models like Teana and Sylphy.

With the rapid development of the automotive market, Nissan's "promise of happiness" with Chinese families has never changed. Carrying a beautiful vision of "people, cars, and life," and continuously understanding the needs of Chinese families, Nissan entered a new era in 2010, continuing to write an industry legend of embarking on a happy future together with Chinese families.