Nissan’s CEO needs to clean out his closet, according to his wife. The same goes for the 90-year-old automaker as it transitions to a new era. Nissan is gearing up to reveal a new EV plan as part of a midterm update to turn things around.
Amid falling sales, Nissan’s CEO, Makota Uchida, is taking advice from his wife. The Japanese business leader wants to reinvent the company to compete in the modern era.
Uchida’s wife said his old clothes were taking up space and long out of fashion, much like Nissan’s lineup. His wife added that the space could be better used.
Nissan’s CEO told his wife, “Yes, you’re right,” in an interview with Automotive News, “But I like them.” He added, “It’s the same thing for the company. The tendency is to hang on to all that old legacy.”
The Japanese automaker, once viewed as an EV pioneer with the release of the LEAF in 2010, has fallen behind as the industry moves toward electric.
Uchida added, referring to outdated clothes, “But is it going to fit you in the future or make you more handsome in the future? No way.”
2024 Nissan LEAF (Source: Nissan)
“We cannot continue old ways of business from the past into the future,” Nissan’s leader explained. Uchida asked, “How do we make ourselves efficient enough to be competitive against those new, fast, agile companies?”
EV leaders like Tesla and BYD are launching new models in key segments as adoption continues climbing.
(Source: Nissan)
Nissan to reveal new EV plan amid falling sales
Uchida aims to reveal a new midterm strategy by the end of March. The new plan will outline Nissan’s next three years, including a longer-term update.
According to AN, the update will address how Nissan plans to be more competitive with EVs, rivaling low-cost models from China and improving network efficiency.
Nissan Ariya electric SUV (Source: Nissan)
Despite the launch of its first EV in over a decade, Nissan’s global EV sales slipped to 127,953 through November of last year, down from 128,194 in 2022.
In comparison, Tesla handed over a record 1.81 million EVs last year, up 38% from 2022. Production was also up 35%.
BYD, which topped Tesla as the global EV leader in Q4, can launch a new car from scratch to finish in 18 months. Most automakers take around four years. The automaker builds nearly every component in-house. For example, all the parts on the Dolphin electric hatch, other than the tires and windows, are built by BYD.
2023 Nissan Ariya (Source: Nissan)
Uchida said, “Moving forward, how can we make this horizontal way of business competitive?” He believes it involves working with suppliers.
Nissan began delivering the Ariya electric SUV in Japan in May 2022, with it hitting the US later that fall.
The Japanese automaker sold 13,464 Ariya EVs in the US last year. Despite this, sales of the decade-old LEAF continue to fall. Nissan sold 7,152 LEAFs in the US last year, down from over 12K in 2022 and 14K in 2021.
Nissan’s leader said the automaker remains committed to the affordable segment but needs a better balance.
Electrek’s Take
Although Nissan’s total US sales were up 23% last year, they have yet to top the 1 million mark since 2019.
To keep up, Nissan plans to reveal a new LEAF model sometime this year. The new Nissan LEAF will look more like a crossover coupe SUV to better compete with rivals. According to one Nissan source, it will be closer to the Ariya in design, calling it a “mini-Ariya.”
Nissan aims to launch 19 new EVs by 2030, but that could change with the new EV plan. Although Ariya production is finally picking up, Nissan needs (at least) another model to complement the electric SUV.
If Nissan can launch the next-gen EV at the right price, it could help spark momentum. Nissan is known as a low-cost automaker. Transitioning from that could risk falling further behind rivals like Hyundai, Kia, Volvo, etc.
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America’s heartland is full of rural communities that are miles away from its major cities, both geographically and culturally – but that doesn’t mean these more sparsely populated regions can’t reap the benefits of electrification. In fact, EVs offer rural drivers even more benefits than they do to city-dwellers!
“An electric lifestyle would be a boon to our rural heartland,” wrote the Union of Concerned Scientists’ Maria Cecilia Pinto de Moura. “Rural communities across the country have their own distinguishing characteristics, but certain shared characteristics such as driving distances, the type of vehicles driven, and socio-economics are factors which contribute to this larger potential to benefit from vehicle electrification.”
Pinto de Moura went on to outline five ways rural and country drivers could benefit from going electric – but that was in 2021, and a whole lot has changed in the nearly five years since.
As such, I thought it was high time we revisit some of the reasons EVs could be a great fit for rural lifestyles, see if we could uncover any new ones, and outline the reasons we think rural drivers should rush to embrace electric vehicles in the coming calendar year.
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1. More miles means more savings
David Blenkle’s 252,000 mile Mustang Mach-E; via Ford.
When you hear that line about, “the average American drives 30 to 40 miles a day,” remember that in towns like Wellington, Ohio, or Colfax, Washington, 30 miles is a grocery run. Each way. So when people trot out that old line about range anxiety, what rural drivers actually hear isn’t reassurance. It’s dismissal — a suggestion that they drive too far for an EV to work, when nothing could be further from the truth.
A recent study by Rural Climate Partnership found that rural drivers spend an average of 44% more on fuel than city dwellers, and that the top 3.6% of rural drivers — the “supermilers” who rack up the most miles — could save over $4,000 each year by switching to electric fuel.
2. Electric trucks have arrived
Sierra AT4 EV towing a boat; via GM.
Country guys and gals love their pickups, and arguably the single biggest difference between the EV markets of 2021 and 2025 is the proliferation of electric trucks and SUVs ready to help haul, chore, camp, and tow.
Why not save your expensive horses from breathing in gas and diesel exhaust. Haul ’em with your quiet new EV, instead!
Unlike many apartment-dwelling urban drivers, most rural owners can charge right at home. More than 80% of rural households have a driveway or garage that are ideal for overnight Level 2 charging, and many already have a 240V outlet, keeping setup costs (if there even are any) to a minimum.
Plug in before bed, wake up to a full battery every morning, and do it for pennies on the dollar, especially with off-peak rates.
4. Lifesaving battery power
F-150 Lightning plugged in; via Ford.
If disaster strikes and you lose power, many electric trucks have the ability to power your home and appliances with the energy stored in their massive batteries – either from the truck itself, or through a V2X home battery system. If you live in an area prone to extreme weather events, the ability to keep medication refrigerated can be a literal life-saver!
As such, getting behind the wheel of an ultra-powerful, ultra smooth-running electric pickup truck from your favorite brand is easier than ever.
6. Energy independence and American jobs
GM Defense electric military vehicle; via GM.
At the risk of sounding like a paranoid red hat, rural Americans are proud Americans – just like rural Canadians are proud Canadians. Unfortunately, every gallon of gas burned in their pickups and SUVs came from oil drilled, refined, and traded on global markets — and that means supporting the oil business and economies of nations whose values don’t always align with, or maybe are even outright hostile to theirs.
Switching to an EV can help more of that money right here at home, especially as more and better battery recycling efforts come online and newer battery and anode/cathode chemistries are developed, reducing dependence on rare Earth metals, cobalt, and even lithium.
There are obviously more reasons to go electric than these, from lower cost of ownership to saving the planet to absolutely killer burnouts that would make the one-tire-fire era IROC Camaros hang their 305s in shame – but I think those kind of fade into the background as being appealing to all, instead of being especially appealing to rural drivers.
That said, it’s been a long time since I was back in Ohio, so maybe I’ve forgotten what it’s like. You guys are smart, head on down to the comments and let me know what I missed!
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Honda’s electric SUV is on a roll. The Prologue was the third best-selling EV in the US in August, trailing only the Tesla Model Y and Model 3. Even with the federal EV tax credit now expired, Honda is still offering nearly $17,000 off the Prologue.
Honda Prologue registrations surge with huge incentives
As the $7,500 credit expired at the end of September, automakers rolled out steep discounts, many topping five figures with combined incentives.
The Honda Prologue has been one of the most discounted EVs over the past year or so. Last month, buyers could score up to over $20,000 in combined savings, including a $7,500 credit, $9,500 in financing bonuses, trade-in offers, and 0% interest for six years.
According to the latest registration data from S&P Global Mobility (via Automotive News), the incentives helped propel the Honda Prologue to become the third most popular EV in August.
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A total of 138,457 EVs were registered in the US in August, up 24% from a year ago. Honda Prologue registrations surged 81% to 9,005 vehicles, the data showed.
2025 Honda Prologue Elite (Source: Honda)
Honda’s electric SUV had more registrations than the Chevy Equinox EV in August, and it’s based on the same GM Ultium platform. However, the Equinox is still outselling the Prologue through September.
Since some automakers don’t report monthly or US sales numbers, the S&P Global Mobility data offers a snapshot of sales performance.
2025 Prologue Elite (Source: Honda)
The Prologue was yet again one of the most discounted models, with incentives of $12,704 in August, according to Motor Intelligence. Last August, Prologue incentives were just $5,813. Honda’s gas-powered CR-V had just $2,016 in incentives in August.
The interior of the 2025 Honda Prologue Elite (Source: Honda)
Although the $7,500 credit expired on September 30, Honda is still offering generous incentives for Prologue buyers and lessees.
The 2025 Honda Prologue is available with up to $16,550 in lease cash in most states. The offer includes $5,000 in lease bonus cash, $8,250 in Honda lease cash, and a $3,3300 loyalty or conquest bonus. Honda is offering the deal until November 11. Or, you can opt for 0% APR financing for up to 60 months.
2025 Honda Prologue trim
Starting Price*
EPA Range (miles)
EX (FWD)
$47,400
308
EX (AWD)
$50,400
294
Touring (FWD)
$51.700
308
Touring (AWD)
$54,700
294
Elite (AWD)
$57,900
283
2025 Honda Prologue prices and range by trim (*Does not include $1,450 D&H fee)
Although the Acura ZDX will not return for a 2026 model year, Honda is planning to launch the 2026 Prologue. We have yet to learn prices, but we could see it priced slightly lower due to the loss of the $7,500 EV credit.
Hyundai announced earlier this month it’s reducing 2026 IONIQ 5 prices by up to nearly $10,000 on some trims. The 2026 Hyundai IONIQ 5 now starts at under $35,000. Hyundai is offering leases as low as $289 per month right now. Will Honda match it?
Kia has a new idea. So you don’t miss the smell of gasoline too much when you trade in for its new EV, Kia is giving away free gas-scented air fresheners.
Kia offers gas-scented car fresheners for EV4 buyers
It’s time to trade that new car scented tree dangling from your rearview mirror for a jerry can that smells like… gasoline?
Astara Auto Finland, which imports Kia’s vehicles into Finland, is giving away free gasoline-scented car fresheners for those buying the new EV4.
Although it may seem like Kia’s poking fun at the gas guzzlers, it’s actually partly designed to ease your transition to an EV.
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“Giving up the combustion engine can feel like a huge step, just like giving up anything else that is familiar. We wanted to add a touch of nostalgic fun to the transition with a gas-scented car freshener,” Klaus Pohjala, commercial director at Astara Auto Finland, said.
The scent was created by Finland’s sole perfumier, Max Perttula, who has developed fragrances for other premium brands.
Kia starts EV4 hatchback production in Europe, its first EV built in Europe (Source: Kia UK)
According to Pertulla, he mostly used scents found in men’s fragrances, but added a bit of Jasmine to top things off. “It may sound wild that it’s jasmine of all things that contains compounds with a fragrance that creates associations with gasoline,” Pertulla said, but it works.
The fragrance came to life after metalizing and sanding it with amber compounds, birch tar, and galbanum, he explained.
The Kia EV4 hatchback at IAA Mobility 2025 in Munich (Source: Kia)
Of course, it’s a bit of a “cheeky campaign,” Pertulla said, but Kia aims to add a little fun for new EV drivers. The latest campaign comes after Kia’s importer ran a controversial front-page ad last year mocking traditional luxury automakers, claiming EVs have leveled the playing field.
The EV4 is rolling out in Europe, in both hatchback and sedan variants. Early next year, Kia will launch the sedan version in the US.
Do you miss the smell of gas? After driving an EV for years, I still think that it’s one of the best parts of owning one. Drop us a comment below and let us know what you think.
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