«Spain is One of the Countries with the Most Growth Potential for Electric Cars»

Nissan has been a pioneering brand, both in the SUV segment, where undoubtedly the Qashqai is among the top successes of the Japanese firm, and in the electric vehicle segment, being one of the first manufacturers to bet on this type of technology for the general public with the Leaf model.

Although in recent months the European market, and particularly the Spanish market, has been quite hesitant about electrification, Nissan remains committed to its objectives. However, like other major manufacturers, timelines may be longer than initially planned.

Taking advantage of the Electric Vehicle Show held these days in Madrid, Nissan's CEO in Spain, Christian Costaganna, analyzes the situation and gives us a glimpse into the brand's future.

- How does Nissan view the electrification process, especially in a country like Spain where electric car sales are lagging behind Europe?

When we see that approximately 20% of global car production consists of electric vehicles, it's clear that innovation progress is there. We cannot stop this progress; on the contrary, we must give it an opportunity. We believe that electrification will arrive, evidently with a trajectory that will vary over time because perhaps plans made years ago did not account for everything that has happened in the world since then—COVID, chip shortages, wars. We've had many external factors, but we are convinced and continue on our path to achieve 100% electrification.

If I look specifically at Spain, it is clear that we are one of the countries with the most growth potential. From my experience living in Nordic countries for the past three years, I've seen how electrification has reached extreme levels. In Norway last month, 95% of sales were electric vehicles. What I can tell you is that there are no big secrets; it works there not because they are more sensitive to sustainability but because three out of four customers in Norway will tell you they bought an electric car because it's ultimately cheaper than a traditional car.

The infrastructure has also grown compared to fleet growth. In fact, today in Spain there are more fast chargers per electric vehicle than in Norway. I think we need to look at it positively from another perspective. Today in Spain there are necessary measures for this to work—purchase incentives, vehicle usage incentives, availability of vehicles, and a charging infrastructure with more than 35,000 charging points.

Some don't work; this happens in Norway too. Therefore, our job is to facilitate these measures reaching consumers and working to make this function. As manufacturers, we are trying to do this by offering our range of products and giving people a chance to try them out.

- How do you help buyers make their decision?

We have designed an offer aimed at solving problems consumers might have today. For example, we anticipate MOVES up to 18 months with up to 7,000 euros at zero cost to the customer. So if you buy an area today, you can access MOVES and have up to 18 months to receive government incentives.

We offer our customers the option to buy a car and keep it for three months; if they realize it doesn't work for their daily use, we can exchange it for another Nissan car. We also provide two fast charges per month within Repsol's charging network for those long trips we occasionally take. Lastly, we offer up to 10 years warranty because moving to new technology sometimes raises doubts and we want to reassure customers about this change.

This is an example of how we as a brand must work to resolve consumers' final doubts about switching to electric mobility. The truth is that offers are available now. All brands already have sufficient offers for electrification development.

- How do you explain the slowdown in electric car sales?

In Europe each country can go at its own pace adapting to its rhythm so that mobility needs are truly met. There's no doubt that speed varies by country.

I also believe that from a European Union perspective expiration dates have been set along with fines. But perhaps what we need is also having plans behind these measures.

An industrial plan supporting this development because ultimately all European manufacturers have done their homework.

- Nissan was once a pioneer brand in electrification in Spain with the Nissan Leaf. Now we have Ariya which targets a much higher purchasing power market. What will be your next innovations?

What’s coming next aims precisely at covering entry-level markets somewhat neglected until now. Normally technology is introduced from above but clearly there’s a trend towards democratizing electric vehicles with smaller models which we will do too.

In fact our next three products launching in Europe are all-electric: successor Micra model new Leaf followed by Juke model which should not forget mentioning since it’s crucial given varying speeds across different countries during transition phases hence e-Power technology available through Qashqai X-Trail models becomes ideal bridging solution offering full-electric driving experience minus charging anxiety ensuring low emission levels comparable hybrid counterparts

- Has e-Power technology helped Nissan Qashqai regain positions on Spanish sales charts?

Yes absolutely one-third crossovers sold feature e-Power tech through X-Trail Qashqai proving successful surpassing hybrid mix within market

We're delighted seeing customers choosing Qashqai e-Power primarily due motorization experience once tested they keep it

- How do you view Chinese brands entering market?

Well indeed many brands arriving historically automotive industry witnessed new entrants some successful others less so

Key focus remains maintaining product competitiveness alongside offers ensuring success requires more than competitive pricing good product distribution network exceptional customer service experience essential

- What would you say potential electric vehicle buyers?

I always recommend those considering buying an EV try it out not just short test drive but real-life usage quickly realizing numerous advantages including spectacular driving experience avoiding fuel stops may seem trivial but becomes quickly habitual additionally addressing autonomy charging concerns modern EVs like Ariya boast over 550 km range average daily travel Spain stands around 50 km resulting weekly bi-weekly charges economically beneficial friend early Ariya adopter claims driving thousand kilometers costs mere €30 highlighting significant economic benefits

Professional drivers initially hesitant should consider substantial benefits Nordic countries feature extensive electric taxi fleets fulfilling job requirements last-mile logistics ideal Townstar van dimensions performance autonomy proving initial cost barrier quickly amortized benefiting overall driving experience wonderful

- Can you provide dates when new Nissan EVs will arrive Spain?

I won’t specify dates but ARC plan anticipates five new products launching between now 2026 expect seeing new Nissan EVs on roads starting next month Intestar followed upcoming years by Micra Leaf Juke models