Nissan Appoints Liu Xinyu as China Head to Accelerate EV Transition

In March 2026, Nissan (China) Investment Co., Ltd. announced that Liu Xinyu will assume the role of General Manager for China effective April 1. Liu brings extensive experience in the automotive industry, having previously held positions at SAIC Volkswagen and MG Motor Europe, and served as General Manager of Dongfeng Nissan Sales Company from 2023 to 2025. In recent years, Nissan has faced a sharp decline in sales in China, dropping from 1.564 million vehicles in 2018 to 653,000 units in 2025, amid mounting pressure to transition toward new energy vehicles (NEVs). The new general manager will need to strike a balance among Nissan’s global headquarters, Dongfeng Motor Corporation, and Dongfeng Nissan—securing greater product leadership, enhancing service capabilities, and driving market recovery. Nissan plans to launch 10 new energy vehicle models in China by 2027, and Liu’s appointment is seen as a critical step in its China strategy, with results ultimately to be judged by the market.