According to Nissan's financial report, net profit plummeted by 94% in the first half of 2024, and operating profit margin fell from 5.6% to 0.5%. A quarter of blood loss of 5.5 billion yuan, what is the concept? It is equivalent to losing 60 million yuan every day when you open your eyes, and what's even more ruthless is that in order to save yourself, you directly laid off 20,000 people around the world and closed 7 factories in one go. This wave of operations can be called the broken wrist of the strong man in the automotive industry! Subsequently, it was reported that Nissan executives were seeking financing channels, and the cash flow could only support 12-14 months at most. 

This news is undoubtedly a wake-up call for the entire automotive industry. As one of Japan's traditional auto giants, Nissan's predicament reflects the common pressure faced by fuel vehicle companies. With the rise of new energy vehicles, the traditional fuel vehicle market is shrinking. The wave of industrial transformation represented by electrification and intelligence is coming rapidly, posing a serious challenge to the living space of fuel vehicle companies.

So, does Nissan's crisis herald a complete collapse of the fuel vehicle industry? I'm afraid it's still too early. Despite the current difficulties, fuel vehicle companies still have a lot to do through positive changes.

Nissan's predicament is not unique, and the entire automotive industry is facing huge challenges.

Toyota's operating profit for the first half of the fiscal year also fell 3.7% year-on-year to 2.46 trillion yen, lower than market expectations. This shows that the global auto market is undergoing a profound transformation, and traditional automakers need to actively adapt to the new market environment in order to survive in the fierce competition.

Part of the challenges faced by Nissan stem from changes in the global automotive market environment, such as chip shortages, rising raw material prices, supply chain disruptions, etc. the other part stems from the company's own strategic mistakes, such as the slow response to the new energy vehicle market and product strategy mistakes in the Chinese market. In the future, Nissan needs to re-examine its strategy and actively adjust it in order to get out of the predicament and regain its vitality. Whether Nissan can successfully transform and regain its advantage in the highly competitive automotive market remains to be tested by time.

"When the times abandon you, you won't even say goodbye." I'm afraid few people would have thought that this sentence would one day accurately predict the fate of Japanese auto giant Nissan.

At its peak, Nissan led the Renault-Nissan-Mitsubishi Motors alliance to beat Volkswagen in 2017 to become the world's largest light car seller, with more than half of the sales contributed by Nissan that year. Just seven years later, Nissan has fallen from the altar and is in bankruptcy crisis, with executives revealing at the end of last year that they have only 12 to 14 months left to support it.

Nine months later, Nissan still hasn't been able to get out of the ICU. According to the financial report for the first quarter of this fiscal year (April 1 to June 30, 2025), Nissan is in a bad situation and is the only car company among the top three Japanese companies to lose money. In the quarter, Nissan lost 115.7 billion yen (equivalent to 5.6 billion yuan), almost equivalent to losing half a year's income of a medium-sized company.

Nissan has been losing money for four consecutive quarters. The latest data shows that there is still no sign of blood recovery on the sales side. Nissan's global sales in July were 262,700 units, basically flat year-on-year. The behemoth seemed to be about to fall like this. Who gave Nissan the fatal blow?

The former "technical Nissan" is now writing a tragic sample of the transformation of Japanese car companies with strategic mistakes again and again. In the wave of electrification and intelligence, there is no middle route to choose from, either all in or out. But to be honest, how far have Tesla and BYD, as opponents, run, and is it too late for Nissan to make up for it?