Nissan Celebrates 40th Anniversary in China

  • Print
  • Download
Automaker continues pursuit of innovation and excellence

BEIJING, China - As Nissan celebrates its 40th anniversary in China, the company is on track with a strategic plan that paves the way for its future in the world's largest automotive market.

The plan is based on the growth of two global brands, Nissan and Infiniti, and Venucia, the local brand launched in 2010 by Dongfeng Nissan Passenger Vehicle Company (DFL-PV) under China's largest automobile joint venture, Dongfeng Motor Co., Ltd. (DFL). At present, all of Nissan's locally produced vehicles are manufactured at DFL plants in Huadu (Guangzhou), Xiangyang and Zhengzhou, and in the future, at a new plant in Dalian now under construction. With 40 years of success as its foundation, Nissan continues to thrive in China and remains on course to significantly contribute to Chinese society as it delivers innovative and exciting products to customers.

Speaking with Chinese journalists at Nissan 360, Toshiyuki Shiga, chief operating officer of Nissan Motor Co., Ltd. (NML), said, "China has become not only the largest but also one of the most competitive automobile markets in the world, and it continues to be one of the most important markets for Nissan."

Takashi Nishibayashi, vice president of NML and president of Nissan (China) Investment Co., Ltd. (NCIC), added, "Coinciding with Nissan's 80th anniversary, this year marks Nissan's 40th anniversary in China, the 20th anniversary of Zhengzhou Nissan Automobile Co., Ltd. and the 10th anniversary of Dongfeng Motor Co., Ltd. These all are important milestones for Nissan to become a leading brand in China."

NML has marked its 80th anniversary with "Nissan 360," a month-long showcase in California of the latest breakthroughs in vehicle technology, sustainability and market expansion by one of the world's leading automakers. The program highlights the latest models and engineering innovations in a series of briefings and test-drive opportunities.

Introducing global models; growing a local brand in China
Nissan has been operating in China since the introduction of the Cedric there in 1973. Through the last 40 years, Nissan has continued to grow and deliver mobility solutions that improve the lives of people. Nissan began working with more local partners starting in the 1990s, accelerating the company's growth. Zhengzhou Nissan Automobile Co., Ltd. (ZNA) was established in 1993 and began building a number of key vehicles, becoming an important manufacturing base for Nissan's light commercial vehicles.

In 2003, NML and Dongfeng Motor Corporation founded Dongfeng Motor Co., Ltd. (DFL), China's largest automobile joint venture, under which Dongfeng Nissan Passenger Vehicle Company (DFL-PV) was also established to operate the passenger vehicle business. In 2004, NCIC was established as Nissan's wholly owned subsidiary in China to manage Nissan's investment in China together with NML.

In 2007, Infiniti, the global luxury brand, was launched in China. Currently, not only has a deeper Infiniti lineup been introduced, but preparation to localize Infiniti production is also underway.

Currently, the Chinese market accounts for one quarter of Nissan's sales worldwide. In 2012, Nissan sold 1.18 million vehicles in China, including imported cars, passenger vehicles and light commercial vehicles. For 2013, Nissan expects to sell 1.25 million units.

Design, R&D capabilities extend Nissan's presence in China
As part of its commitment to China and to further localize various aspects of developing automobiles, Nissan continues to improve and expand both its design and research & development (R&D) capabilities in China. Upon opening Nissan Design China in Beijing in 2011, the design center became part of Nissan's elite roster of global design hubs. DFL has now established Nissan's fourth global technology center in Huadu, which is also southern China's largest.

Contributing to Chinese society
Nissan values the opportunities which have surfaced with the rapid growth of the Chinese auto market and strives to contribute to the further development of the market. Nissan has continued to introduce advanced technology to China through key models, such as Teana, Sylphy, Tiida, Sunny, Livina and Qashqai, while supporting the development of the joint-venture brand, Venucia, which has successfully launched two models, D50 and R50.

Nissan also understands the need to improve air quality in China, and that automakers play an important part in this. To tackle this issue, Nissan has introduced its Pure Drive technologies to the market, including fuel-efficient cars equipped with continuously variable transmissions (CVT). Furthermore, Nissan actively participates in related research with the government. Venucia also shares Nissan's commitment to developing zero emission vehicles and plans to produce electric vehicles for the Chinese market by 2015.

The Huadu-based DFL-PV, one of the leading enterprises across the Pearl River Delta, has contributed to the local economy by providing more employment opportunities as well as through the formation and development of a local automotive value chain.

Additionally, ZNA has positively echoed the government's plan to develop the automobile industry within the Central Plains Economic Zone, promoted computerization alongside industrialization, and introduced new and innovative technologies. ZNA has also become the main base of Nissan's light commercial vehicles in China.

Over the past 40 years, Nissan has made some significant advances in the Chinese market. Moving forward, Nissan, together with all of its partners in China, will continue in its efforts to actively pursue further localization and innovation, and develop models for Chinese consumers incorporating Nissan's advanced technologies.

Nissan is poised for further growth in China.

Timeline of Nissan's Development in China:
January 1973 The first Nissan Cedric arrives in China
March 1993 Zhengzhou Nissan Automobile Co., Ltd. is established
June 1994 Nissan Motor (China) Co., Ltd. is created to focus on the import car business
June 2003 Nissan and Dongfeng Motor Corporation jointly establish Dongfeng Motor Co., Ltd. Dongfeng Nissan Passenger Vehicle Company is established by DFL to manage the passenger car business for the Nissan brand
February 2004 Nissan (China) Investment Co. Ltd., Nissan's wholly owned subsidiary in China, is founded in Beijing as Nissan's regional headquarters in China
May 2005 Nissan (China) Investment Co., Ltd. Guangzhou branch opens
June 2005 Nissan (China) Investment Co., Ltd. Shanghai branch is established
January 2006 Nissan (China) Investment Co., Ltd. starts parts exports to overseas Nissan production bases
July 2007 Infiniti begins sales in China
October 2007 Dongfeng Nissan Auto Finance Co. Ltd. is founded in Shanghai
September 2010 Venucia brand launches
March 2011 Nissan Design China officially starts operations in Beijing
April 2012 Nissan announces plans to produce Infiniti models in China starting in 2014
May 2012 Infiniti moves global headquarters to Hong Kong
June 2012 DFL announces plans to build an all-new manufacturing facility in Dalian in 2015

About Nissan North America
In North America, Nissan's operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing. Nissan is dedicated to improving the environment under the Nissan Green Program and has been recognized as an ENERGY STAR® Partner of the Year in 2010, 2011, 2012 and 2013 by the U.S Environmental Protection Agency. More information on Nissan in North America and the complete line of Nissan and Infiniti vehicles can be found online at and, or visit the Americas media sites and

About Nissan
Nissan Motor Co., Ltd., Japan's second-largest automotive company, is headquartered in Yokohama, Japan, and is part of the Renault-Nissan Alliance. Operating with more than 236,000 employees globally, Nissan sold more than 4.9 million vehicles and generated revenue of 9.6 trillion yen (USD 116.16 billion) in fiscal 2012. Nissan delivers a comprehensive range of over 60 models under the Nissan and Infiniti brands. In 2010, Nissan introduced the Nissan LEAF, and continues to lead in zero-emission mobility. The LEAF, the first mass-market, pure-electric vehicle launched globally, is now the best-selling EV in history.

For more information on our products, services and commitment to sustainable mobility, visit our website at


# # #

Media contacts

Huojing / Dufan
Nissan (China) Investment Co., Ltd.
Communications Management Division
Public Relations Department
Phone: +86-10-59251990 / +86-10-59251992
Email: /

Back to Top

Issued by Nissan