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Nissan launched its e-POWER powertrain in China on Sept. 11, and the latest hybrid system will be the first to be installed on the Xuanyi model. In addition, Nissan also announced the official launch of the new brand LOGO. Nissan revealed at the meeting that the Nissan Ariya will soon enter China, and it will be the first model with a new flat LOGO, and then it will apply the new LOGO to more scenes, including official websites, social media, dealer signs, etc., and the new car logo will be gradually replaced by the new LOGO.

According to previous reports, Nissan's new LOGO uses a black-and-white flat design, and the new LOGO abandons chrome metal and 3D effects to outline a round appearance in the form of pure lines. The sans-serif word "NISSAN" located horizontally in the circle is presented directly in the form of hollowed-out transparency, and the overall tone is mainly black. In terms of details, the new LOGO is still centered on "NISSAN". The new version of "NISSAN" has increased the spacing, the font shape has become smaller, and the sleek arc design has been abandoned at the corners.

According to the plan, the first model to carry the LOGO is the Nissan Ariya, the new car positioning sedan pure electric SUV. Nissan Ariya is very similar to the new Qijun in appearance, except that the Ariya model has a new Nissan logo. From the effect video, the new Nissan LOGO adopts a luminous design, and the NISSAN logo at the back is lit up as the car starts.

Data show that Nissan was born in 1933, all with the Nissan "NISSAN" English logo as the center. The cars currently on sale in Nissan are marked as designed and launched in 2001, when the company's chairman is Ghosn, which has been in use for 19 years.

Squeezed by a series of negative news such as Ghosn's flight to Japan, business chaos, price reduction and "self-destruction", Nissan chose a new environment to start a new logo, including brand reshaping, getting rid of the negative influence of the market, and restoring confidence in brand development. at the same time, change consumers' stereotype of the brand.

However, changing the brand logo is a major project, and with the exception of changes in its models, all of its assets related to the brand's LOGO will change, possibly including tens of thousands of dealerships around the world.

At present, the development of Nissan in the global market is not optimistic. Nissan's cumulative global sales fell 31.2 percent to 1807446 vehicles in the first half of the year, with a net loss of 285.5 billion yen (18.4 billion yuan) in the first quarter of 2020 (April-June), the first time Nissan has lost money in the first quarter in nearly 11 years, according to the data. Nissan CEO Uchida said, "the current market outlook is still uncertain, the second impact of the epidemic may lead to further deterioration of demand." Fiscal year 2020 will be a challenging year for profitability and cash flow. "

According to Nissan's product plan, it will launch 12 new cars to the global market within a year and a half, including eight new energy models. In the future, funding will be given priority to new models and increased support for the research and development of electric vehicles and self-driving technology.

For Nissan, the current development situation is really not optimistic, it is still difficult to recover sales and performance in a short period of time, and in the long run, we still need to rely on the specific performance of the new leadership represented by Uchida.

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