As the Philippine auto market inches toward electrification, Nissan Philippines Inc. (NPI) is opting for a calibrated transition—scaling up electrified offerings while keeping internal combustion engine (ICE) vehicles firmly in its lineup to match current market and infrastructure realities.
“Other than introducing more electrified mobility in the Philippines, we really want to be able to bring accessible mobility technologies and innovation here,” said Rhys Alexei Murillo, NPI general manager for Compliance, Legal, External and Government Affairs.
Nissan’s electrified portfolio in the country currently consists of the Nissan LEAF and the Nissan Kicks e-POWER, but the company is preparing to broaden its range.
Murillo said more electrified models—potentially spanning different vehicle segments—are in the pipeline, with possible previews at the upcoming Philippine International Motor Show.
Despite the push toward electrification, ICE vehicles remain the backbone of Nissan’s local business. High-volume models such as the Urvan, Terra SUV, and pickup trucks continue to drive sales. “I don’t think ICE will totally go away. ICE is also just as important as electrified models,” Murillo said, pointing out that even mature automotive markets continue to support both technologies.
Electrified vehicles account for less than 10 percent of NPI’s current sales, though the share is growing steadily year on year. Key constraints persist, particularly charging availability and consumer concerns over range.
To address this, most Nissan dealerships are already equipped with charging stations, with further expansion planned in the Visayas and Mindanao through full dealerships, service centers, and pop-up stores.
Looking ahead to 2026, Nissan aims to lift electrified vehicle sales beyond 2025 levels. The measured strategy reflects a view that successful electrification hinges less on speed than on readiness—aligning technology, infrastructure, and affordability with evolving consumer demand, while ensuring ICE models continue to support volumes and profitability during the transition.
