Nissan Appoints First Chinese CEO—Can It Reverse Years of Decline in China?

Starting April 2026, Liu Xinyu will assume the role of General Manager of Nissan (China) Investment Co., Ltd., becoming the first Chinese national to hold this position in over two decades. This move is widely seen as a critical step in Nissan’s efforts to accelerate localization and address its mounting challenges in the Chinese market. In recent years, Nissan’s sales in China have declined steadily, dropping from a peak of 1.564 million vehicles in 2018 to just 653,000 units in 2025, resulting in significant losses for two consecutive years. Although Nissan has launched new energy vehicles such as the all-electric N7 and plug-in hybrid N6, and plans to introduce 10 new energy models by 2027, it remains heavily reliant on fuel-powered models like the Sylphy. Meanwhile, the company faces severe challenges, including shrinking dealership networks, declining profitability, and lagging progress in its electric vehicle transition. Liu Xinyu previously served as General Manager of Dongfeng Nissan Sales Company and led the rollout of several new energy products. However, his authority was often constrained by the decision-making dynamics between Nissan’s global headquarters and its Chinese joint venture partner. Whether Nissan can truly delegate greater autonomy through this leadership change and respond more swiftly to the fast-evolving Chinese market will be pivotal to halting its decline and achieving a turnaround.