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Nissan unveils US$18 billion 'Ambition 2030' electric car agenda with a Tesla Cybertruck competitor

The SURF-OUT electric pickup (image: Nissan)
The SURF-OUT electric pickup (image: Nissan)
Nissan announced an electrification program of its own called "Ambition 2030" that will see it introduce 23 new EV models across the Nissan and Infinity brands this decade alone. The company already takes reservations for its first electric SUV, the Ariya, but it introduced more EV concepts, including a MAX-OUT convertible and a Tesla Cybertruck competitor. Besides electric car production, Ambition 2030 includes a plan to develop a proprietary solid-state battery and expand its 4R Energy battery recycling and repurposing program.

Nissan just started taking reservations for its Ariya electric SUV priced at US$46,000, but the Japanese carmaker is not stopping here, it seems. Not to be outdone by its rivals, the maker of the Nissan Leaf, one of the first commercially available electric cars, just unveiled a comprehensive US$17.6 billion electrification plan. Dubbed "Ambition 2030," the program aims to release no less than 23 "electrified" vehicles by that year, including 15 new fully electric models across the Nissan and INFINITY brands. Besides the Nissan Ariya that is already a fact, the company has a few concepts lined up to hit the conveyor belts:

  • Nissan SURF-OUT - a Tesla Cybertruck electric pick-up competitor;
  • Nissan CHILL-OUT crossover EV;
  • Nissan MAX-OUT sports convertible;
  • Nissan HANG-OUT family EV that "changes the perception of mobile space."

Nissan's electric car strategy includes battery investments as well. The company aims to reduce the current lithium batteries' costs in the span of the "Ambition 2030" project, as well as have a solid state battery:

Nissan aims to launch EV with its proprietary all-solid-state batteries (ASSB) by fiscal year 2028 and ready a pilot plant in Yokohama as early as fiscal year 2024. With the introduction of breakthrough ASSB, Nissan will be able to expand its EV offerings across segments and offer more dynamic performance. By reducing charging time to one-third, ASSBs will make EVs more efficient and accessible. Further, Nissan expects ASSB to bring the cost of battery packs down to $75 per kWh by fiscal year 2028 and aims to bring it further down to $65 per kWh to achieve cost parity between EV and gasoline vehicles in the future.

In addition, Nissan will be focusing its electrification aspirations on developing its proprietary self-driving and battery recycling systems. Using the "circular economy" buzzwords, Nissan said it "intends to expand its battery refurbishing facilities beyond Japan with new locations in Europe during the fiscal year 2022, and in the U.S. in the fiscal year 2025." The company is an early EV starter with the Nissan Leaf, so it already has a repurposing and recycling battery program called 4R Energy, which comes in handy for achieving carbon neutrality with the Ambition 2030 EV initiative.  

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Nissan MAX-OUT convertible
Nissan HANG-OUT utility vehicle
Nissan CHILL-OUT crossover
Nissan SURF-OUT pickup

YOKOHAMA, Japan – Nissan Motor Co., Ltd. today unveiled Nissan Ambition 2030, the company’s new long-term vision for empowering mobility and beyond. Responding to critical environmental, societal and customer needs, Nissan aims to become a truly sustainable company, driving towards a cleaner, safer, and more inclusive world. With this vision, Nissan wants to deliver strategic value by empowering journeys offering confident, exciting, and more integrated experiences to customers, and through collaborations, empower society to build a smart ecosystem with integrated mobility. Over the next ten years, Nissan will deliver exciting, electrified vehicles and technological innovations while expanding its operations globally. The vision supports Nissan’s goal to be carbon neutral across the life cycle of its products by fiscal year 2050. Nissan CEO Makoto Uchida stated: “The role of companies to address societal needs is increasingly heightened. With Nissan Ambition 2030, we will drive the new age of electrification, advance technologies to reduce carbon footprint and pursue new business opportunities. We want to transform Nissan to become a sustainable company that is truly needed by customers and society.” Accelerating electrified mobility with diverse choices and experiences As a pioneer of electric vehicles (EVs), Nissan has democratized EVs and invested in building charging infrastructure and energy management. By placing electrification at the core of the company’s long-term strategy, Nissan Ambition 2030, the company aims to accelerate the electrification of its vehicle lineup and rate of technology innovation with investments of 2 trillion yen over the next five years. Based on customer demands for a diverse range of exciting vehicles, Nissan will introduce 23 new electrified models, including 15 new EVs by fiscal year 2030 aiming for an electrification mix of more than 50% globally across the Nissan and INFINITI brands. With the introduction of 20 new EV and e-POWER equipped models in the next five years, Nissan intends to increase its electrification sales mix across major markets by fiscal year 2026, including: • Europe by more than 75% of sales • Japan by more than 55% of sales • China by more than 40% of sales • The United States by 40% of EV sales in fiscal year 2030 “We are proud of our long track record of innovation, and of our role in delivering the EV revolution. With our new ambition, we continue to take the lead in accelerating the natural shift to EVs by creating customer pull through an attractive proposition by driving excitement, enabling adoption and creating a cleaner world,” said Nissan COO Ashwani Gupta. Representing the next stage of Nissan’s electrified future, the company today also unveiled three new concept cars that offer enhanced experiences through sophisticated technology packaging. These concepts showcase the thrilling possibilities that Nissan strives to provide across a wide range of new advanced vehicles and ecosystems. Further details on these exciting concept cars are available on Nissan’s website.

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> Expert Reviews and News on Laptops, Smartphones and Tech Innovations > News > News Archive > Newsarchive 2021 11 > Nissan unveils US$18 billion 'Ambition 2030' electric car agenda with a Tesla Cybertruck competitor
Daniel Zlatev, 2021-11-29 (Update: 2021-11-29)