Top 5 critical moves Nissan MUST make to come back from the brink
Big changes are hitting the US car market this week – but uncertainty bring opportunity, and few companies have less to lose and more to gain from 2025’s automotive turmoil than Nissan. With a new, enthusiastic CEO, interest from Foxconn and Honda, and a number of American manufacturing sites already in operation, Nissan has a chance – but the new LEAF is a snoozer, and they’ll have to do better if they want to survive.
Once upon a time, a new Nissan LEAF would be the biggest news of the day – especially on an EV site. Such is the state of things in 2025, however, that an all-new Nissan LEAF reveal doesn’t even make into the day’s “Featured” stories app.
And, frankly, it’s no wonder. Back in 2021, Nissan showed its Ambition 2030 presentation. TTAC’s Matt Posky called it, “an hour of wishful thinking,” and rightly pointed out that the company had closed out 2020 with a raft of layoffs, billions in losses, and shocking build quality issues. The general consensus at the time was that if a bevy of poorly-conceived, hastily rendered CGI concepts was the best Nissan could put out, it was well and truly lost.
That was then. Now, there’s hope. The brand has nothing left to lose, and Nissan’s incoming CEO, Ivan Espinosa, spent two decades growing the brand in Mexico. And he’s not just a sports car enthusiast – but, crucially, a Nissan sports car enthusiast, with what appears to be a sincere love for classic rides like the OG Sentra SE-R, the J30 Maxima, and every proper Z and GTR that ever rolled off an assembly line.
But enthusiasts don’t buy cars. Not new ones, anyway. And new enthusiasts aren’t created at auto shows or expos – they’re created in the driver’s seat. Espinosa might understand this. And if he does, he’ll embrace these five ideas, and drive Nissan back to victory lane.
1. Ditch technology
See that? That’s a beautiful, classic Datsun 240Z interior, filled with character, natural materials, and all manner of buttons, switches, knobs, and levers. Granted, there are a lot of issues with these things, and they’re probably more expensive to produce in 2025 than the now-ubiquitous array of touchscreens, but all this physical interaction created engagement.
This isn’t an old guy waxing nostalgic about the olden days, kids – engagement is what the companies with the most fervent fanbases have, and it’s that push for engagement that has led car companies to examine the object people interact with the most (their phones), and misguidedly do everything they can to either make their cars feel more like peoples’ phones, or build cars that drive people around so they can keep interacting with their phones.
Nissan can’t build phones better than Xiaomi can build phones, Nissan doesn’t have the money to build up advanced ADAS or “self-driving” features like Tesla, and literally no one – not even Honda – has given me a good answer as to why anyone would want an AI like Honda’s new ASIMO OS in their next car.
If Nissan can’t compete, they shouldn’t try. Ditch the tech. Ditch the cost. Ditch the electronic gremlins and J.D. Power hits for glitchy OS integration. Get back to the basics of building great cars. And to build a great car, you must …
2. Simplify, and add lightness
… it was the great Colin Chapman, founder of Lotus Cars, who said that making a great car was easy. “All you have to do,” he explained, “is simplify, and add lightness.”
To be clear, Americans don’t want efficiency. Being efficient in the US, being frugal, being affordable – all of these are “bad” things in America, where bigger is better and being forced to admit that you don’t have the cash to buy a thing you want right. This. Second. is a top 5 fear.
But Lotus’ cars aren’t seen as cheap. They may be simple. They may lack some of the bells and whistles and lots of the sound deadening, ultra-high powered HVAC, and audio features of their peers, but they’ve turned those omissions into strengths, and Nissan can do the same.
After proudly ditching the phone-like tech experience, connectivity, and ADAS features, Nissan’s cars will already be simpler, more physically engaging experiences. The next move is to cut weight (and costs) by cutting features.
Power seats? Gone – replace those with high-quality, multi-adjustable lightweight seats and wrap them in high-quality materials. Massive, 20″ wheels? Get back to 16s. 18″ at the most. Ditch the center screens and radios, but include a high-quality dock for people to add their own devices for navigation and music. Sound insulation? Cut it in half. High-end audio experience? No. Ditch the space heaters and embrace more efficient heated seats and steering wheels in EVs.
Keeping things simple can be easily spun into a marketing plus, and the increased efficiency will pay massive dividends in both vehicle dynamics and range, since it simply takes fewer kW to move fewer kg. Plus: driving lightweight cars is just more fun.
3. Embrace the right to repair
Nissan’s dealers are in revolt – and for good reason: there’s just too many of them. According to some reports, the average Nissan dealer has lost 400 new car sales (annually) per store. That’s significantly higher than the industry average (86), and some 40% of the Nissan dealer body was in the red through the first six months of 2024.
There are Fiat, Mini, and Mitsubishi dealers that only do 400 units per year. Lots of ’em, in fact, and the only real way to cut those losses and save the company’s top performers is to shutter the bottom third (frankly, even that might be too many).
I’m not the only one saying this, and the problem isn’t just volume.
But where, then, does that leave Nissan’s established owner base? Not having enough dealers and service centers is a huge problem for trillion-dollar Tesla, so you can be sure that nearly bankrupt Nissan is in no position to solve the same problem.
The solution is to open up, and embrace right to repair.
Nissan, more than any other carmaker, has a huge number of relatively dependable cars already in the market and everything to gain from giving away access to those cars’ technical secrets. With relatively little effort, Nissan could release a series of online technical support materials, technician training, and more. And if Nissan gets really smart, they’ll post those classes on LinkedIn Learning, enabling professionals and hobbyists alike to complete the training and post certificates on their walls.
Imagine what that could do for a young person just getting started. Imagine what that could do for someone who’s looking for a project car. Imagine what Nissan could do for the communities its cars serve by empowering a generation of factory-trained Nissan technicians. Heck, imagine the real cash value it would bring to its entire used car base, if those old Nissans were objectively easier to own and maintain and keep on the road than “brand x.”
For a company that needs to shed dealers but can’t afford to alienate existing customers, this is a no-brainer.
4. Break the addiction to subprime lending
When volume is down, profits are down, and that creates an opportunity for unscrupulous sales and finance managers to push predatory opportunistic business practices up through a chain of command that might otherwise push back on short-term gains at the expense of long term growth.
In other words: UFOs might be real, but rent is still due on the first.
Reducing the number of dealers (see #3, above) and differentiating their product line (#1 and 2) will help Nissan dealers compete on something other than price. Once they can step back from being the cheapest offering in a given segment, they can step back from the “get me done” deals that are putting food on the table today.
Nissan has to be a willing participant, though. It also has to understand that, even if rolling back its subprime lending will upset its broader dealer base, it will be better for the brand and the remaining dealers to break the subprime addiction. In the end, Nissan’s customers will thank them for keeping them out of 19% car loans, and the dealers that wail and moan and protest the loudest will be the ones Nissan should be getting rid of, anyway.
5. Nissan needs to care
Let’s get one thing straight: the Nissan of 2025, the one that’s hemming and hawing about a new GTR and whether or not it should stay committed to EVs or buy a bunch of batteries from Toyota doesn’t really care about its cars. Not really really … but Nissan used to care.
Nissan used to care so much about its product, in fact, that it once did something that seems unthinkable in today’s modular-construction, Ultium electric-skateboard-platform EV age. And what made that “something” all the more astonishing was that they didn’t do this for the six-figure GT-R or some 370Z halo car – they did it for the lowly Nissan Cube.
What is that something? They built an entirely new body for RHD and LHD markets.
That’s right, kids. Where every other car company on earth would be content to just move the car’s controls from one side to the other and do whatever they could to mask the fact that they did so as inexpensively as possible, the Nissan of yore took a lowly subcompact – the Nissan Cube – and built a complete mirror-image of the “home market” RHD model for LHD markets.
That decision speaks to an absolutely massive commitment. A commitment to build two sets of stampings, two sets of expensive window shapes, two sets of stuff I probably haven’t even considered, and it was all done for what? To eliminate a blind spot?
Can you imagine the amount of sheer, epic, truckloads of f*cks you would have to give in order to sit in a boardroom and argue that your company should spend millions of dollars in tooling and certification and assembly line re-jiggering because someone, somewhere else, might have a bit of a blind spot when they look over their right shoulder? (!)
The mere suggestion of such a thing would be a career-ender at GM or, for sure, Stellantis. Nissan didn’t just listen to that unnamed engineer (and it had to be an engineer), they went ahead and did it. They built an entire mirror-image of their home market Cube, and they did it so quietly that I bet more than a few of you reading these words never even realized they’d done it.
Nissan needs that level of caring now, more than ever. And the new LEAF? That weird, high-riding, not-quite a sedan and not-quite a crossover and not-quite attractive and not-quite premium but not-quite cheap EV that’s supposed to represent some kind of turning point for the brand?
That ain’t it.
That’s just my take, though. Head on down to the comments and let me know what you think Nissan needs to do to stage a comeback in the comments.
Original content from Electrek; featured image via Nissan.
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Environment
Hyundai just unveiled its ‘Dream Car’ — but will it bring the funky Insteroid EV to life?
Hyundai took its smaller electric SUV and injected it with fun upgrades. Meet the Insteroid EV — Hyundai’s “Dream Car.” The concept car has sporty design elements like an added wing spoiler, a widened stance, and more. Like the IONIQ 5 N, it will make you feel like you’re in a real sports car. It even has an added Drift Mode.
Meet Hyundai’s Dream Car, the Insteroid EV concept
We knew Hyundai was up to something after a trademark filing for the name “Insteroid” was discovered with the European Intellectual Property Office last month.
During a private “Night Garage Party” in Seoul on Tuesday, Hyundai officially took the sheets off the Insteroid, giving media and other attendees the first look at its “Dream Car” concept.
Hyundai’s concept car was “crafted in secrecy” by its European design team. The name Insteroid combines “Inster” and “Steroid” for its muscular design. More than just a car, the Insteroid “represents a modern take on the idea of a dream car,” according to Hyundai Motor Europe’s chief designer, Eduardo Ramírez.
The Insteroid gives Hyundai’s smaller electric SUV some soul with massive flared wheel arches, side skirts, a rear spoiler, and much more.
On the inside, the cockpit is stripped down with sporty bucket seats and a roll cage. The exclusive instrument display creates “an immersive driving experience.” True to the motto “Built it, play it, break it, repeat,” every element in the Insteroid EV is fully adjustable.
Hyundai’s dream car is not just about looks. It’s also about how it sounds and how it makes you feel. Like the IONIQ 5 N, Hyundai’s Insteroid EV features a unique sound signature and added “Drift Mode.”
The company said the concept car is “another step in the hot-selling production model’s journey. ” Hyundai will showcase the concept car at the Seoul Mobility Show starting April 3. It will also make an appearance at major auto events in Europe and Korea. But will we ever see it come to life?
Hyundai already launched the “Inster EV Cross,” an outdoor-ready trim starting at £28,745 ($35,000) in the UK. The Insteroid could preview a bigger Inster EV, but nothing is official. In the meantime, Hyundai will launch the Inster EV in new markets this year, including Central and South America, Asia-Pacific, and the Middle East.
What do you think? Should Hyundai launch a production version of the funky electric car? Drop us a comment below and let us know your thoughts.
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Tesla’s European problems are not over. Some countries have already reported their March delivery numbers,, and despite the new Model Y, Tesla’s electric car sales decline is deepening in some European countries.
In the first two months of 2025, Tesla had a terrible performance in Europe.
Last week, we reported that Tesla’s sales were down 43% compared to 2024, which was already a bad year for Tesla. On top of that, electric vehicle sales were up 31%.
In March, Tesla started to deliver the updated Model Y, which many hope will help Tesla turn things around.
The early data from countries that already reported their March numbers is not looking good:
- France reports 3,159 Tesla deliveries in March – down 37% from March 2024 and down 41% in Q1
- Netherlands reports 1,536 Tesla deliveries in March – down 61% from March 2024 and down 50% in Q1
- Sweden reports 911 Tesla deliveries in March – down 64% from March 2024 and down 55% in Q1
- Austra reports 815 Tesla deliveries in March – down 34% from March 2024 and down 48% in Q1
- Portugal reports 1,209 Tesla deliveries in March – up 2% from March 2024 and down 26% in Q1
- Norway reports 2,211 Tesla deliveries in March – down 1% from March 2024 and down 25% in Q1
While Tesla started deliveries of the new Model Y and benefited from a few weeks of orders in March, it hasn’t delivered the new RWD version of the updated Model Y, which should help sales to a certain degree.
The question is how much and for how long.
In China, where all versions of the new Model Y are already available, Tesla has already had to introduce incentives to help sales.
Electrek’s Take
There’s no doubt that brand damage is having an effect on Tesla in Europe, it is just difficult to gauge because of the Model Y changeover effect on top of it.
Tesla shareholders like to downplay the brand damage, but they often forget that the Model Y changeover is not all bad for Tesla’s deliveries in Q1. Tesla had a significant inventory of the old Model Y, which it heavily discounted, and the new Model Y deliveries in March benefited from a few weeks of taking orders since January.
Q2 should give us a better idea, but even then, RWD deliveries are expected to start halfway through the quarter. Q3 should give us the best idea of Tesla’s situation in Europe, but that’s quite far away.
In the meantime, some numbers still need to come from Europe, but it looks like Tesla’s sales will be down about 40% in Q1 compared to 2024, which was already a down year for Tesla in Europe.
I expect more than half of that to be due to brand issues, and the rest is due to the Model Y changeover.
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In what is unlikely to become a new trend but really should anyway, Ampler Bikes has just unveiled the world’s first production electric bicycles that feature recharging via USB-C, allowing riders to share the same charger they already use for their laptop computers.
The Estonian-based electric bicycle company Ampler, which shares its high-tech lineage with the connected mobility company Comodule and the equally tech-forward Äike electric scooter company, announced the new Nova and Nova Pro e-bikes this morning.
In a world increasingly defined by convenience and connectivity, Ampler has taken a bold step into the future of urban mobility, hopefully dragging the rest of the industry with it, even if they must come kicking and screaming. Ampler has been known for its minimalist designs and hand-built craftsmanship, despite those simple designs hiding away impressive technology inside. Now the Nova and Nova Pro are building even further upon that legacy with the introduction of USB-C recharging.
Yes, you read that right: USB-C. The same connector you use to charge your laptop or smartphone can now power your electric bike. It’s a move that could set a new standard in the e-bike industry—and one that also happens to be perfectly timed with the EU’s upcoming 2026 directive mandating USB-C charging across electronic devices. However, it is unclear how many e-bike makers would actually adopt the charging protocol.
While the Nova and Nova Pro maintain Ampler’s signature understated style and lightweight builds, they come loaded with thoughtful upgrades aimed squarely at modern riders. The headline feature, of course, is the embedded USB-C charging port, which allows you to charge the bike with a standard 140W laptop charger. A quick 2.5-hour top-up is enough for most daily rides, and a full charge takes about 3.5 hours.
Even more impressively, the charging system works both ways. Not only can you power the bike with USB-C, but the bike itself can charge smaller devices like your phone—essentially turning the Nova into a mobile power bank on wheels.
The shift away from bulky, proprietary chargers is a welcome one, especially for city dwellers, commuters, and anyone who’s ever had to haul an awkward brick-shaped charger across town. It’s also a win for sustainability. According to Ampler, an estimated 11,000 tons of e-waste are generated each year from unused or discarded chargers. USB-C helps cut that down by embracing a universal standard that riders already carry in their bags.
As for the bikes themselves, the Nova and Nova Pro share Ampler’s clean, commuter-friendly design language but cater to slightly different riders.
The base model Nova is built for urban cruising, with wide 27.5” tires and a 9-speed MicroSHIFT drivetrain. It’s designed for comfort, stability, and simplicity—ideal for those dipping their toes into the e-bike world or just looking for a no-fuss daily rider.
Meanwhile, the Nova Pro is the more performance-oriented sibling, featuring 28” sportier wheels, and a choice between a low-maintenance Gates Carbon belt drivetrain or a 10-speed Shimano Deore drivetrain. The Nova Pro is said to be aimed at riders who want to go farther and faster, whether on longer commutes or weekend adventures.
Both models come in high-step and low-step frame options, with a range of sizes to accommodate different rider heights and preferences. The frames are designed to be modular and customizable, with compatibility for everything from racks and fenders to child seats and trailers.
Ampler also put a strong emphasis on serviceability. The bikes use standard components from well-known brands like Shimano, MicroSHIFT, Gates, Panaracer, and Selle Italia—making them easy to repair at virtually any bike shop across Europe or by owners with a bit of wrench-turning experience.
Production takes place in Ampler’s own Tallinn, Estonia-based factory, which runs entirely on renewable energy. That local, low-impact manufacturing approach further underlines the company’s long-standing commitment to sustainability.
The Nova lineup is also part of a broader shift at Ampler toward inclusivity. Newly appointed CEO Eva Raigo is putting women riders and families at the center of the brand’s 2025 vision, noting, “E-bikes need to reflect the diversity of their riders, and it’s time we see more women not only riding but also designing these bikes.”
Other notable features include GPS tracking and ride analytics through the Ampler app, smart ride settings, a weatherproof frame and screen, and compatibility with leasing programs like JobRad. Pricing starts at €2,990 for the Nova and €3,490 for the Nova Pro, with orders opening on April 1 and deliveries beginning in June 2025.
Electrek’s Take
Freakin’ FINALLY! I’ve literally been calling for this for years. I’ve actually begged e-bike companies to do this. No one would listen. We had to go all the way to Estonia to finally find a company brave enough to buck the easy route of choosing a battery and charger from some Chinese company’s catalog and instead develop their own alternative that can include the most accessible, standardized form of charging on the planet for consumer electronics.
Whether you buy one or not, we ALL owe Ampler a debt of gratitude for showing the industry that this is possible.
Now let’s get to the bikes. Universal charging, sleek design, easy maintenance, and inclusive appeal all wrapped into a stylish, made-in-Europe package. Sure thing, sign me up! The North American market may not be impressed with the specs, but for Europeans, these bikes have a lot going for them! If I can get one here in Tel Aviv, I’d ride the hell out of it.
And the prices are even quite reasonable for a made-in-Europe e-bike, especially one with features like GPS tracking and USB-C charging. I’ve actually visited Ampler’s factory in Estonia before and I’ve seen the dedication they put into building their e-bikes. If I lived in Europe, I’d throw down a few grand on one of these easily.
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