Nissan's New Global Electric Car Chief Is Strong Believer in EVs

By Nick Kurczewski · March 13, 2013

2013 Nissan Leaf

Toshiyuki Shiga with Nissan LEAF

Nissan has moved Toshiyuki Shiga, its chief operating officer, to the head of its electrical vehicle operations, in what’s being regarded as a determined move by the Japanese automaker to elevate sales of its zero emission lineup, including those of the Nissan LEAF hatchback. Having started with Nissan Motor Company in 1976, Shiga brings more than three decades of experience to a position tasked with meeting the ambitious EV sales targets originally established by Nissan’s outspoken CEO, Carlos Ghosn. Sales of the LEAF 5-door hatchback have fallen below expectations. Sales of approximately 25,000 units in 2012 are roughly half original sales goals. Both the Chevrolet Volt and Prius PHEV outsold the LEAF last year.

Committed to Electric Vehicles

Judging from a variety of interviews and EV-related comments, Shiga appears well suited to his new role. In an interview filmed in May of last year, he addresses the issue of EV acceptance via his dual-role as head of CHAdeMO—a business consortium committed to a standardized form of quick charging around the globe. “Popularization of EVs is a major issue that people need to address as a global environmental answer to resource and energy issues,” said Shiga. “It’s important that the whole industry is united to work on high-speed charger standardization to promote EVs around the world.”

During another recent interview with The Economic Times—in which Shiga discusses topics ranging from workplace diversity, to emerging markets and Japanese business methodology—the importance of electric vehicles to Nissan’s image, and its bottom-line, are quite clear. Also evident, as Shiga points out, are the hurdles still facing this emerging technology. “We have sold 50,000 units of the Nissan LEAF in the U.S., Japan, Europe since launch. That may sound small, but we are proud of it. We hope emerging economies will also promote electric cars. Air pollution is a big problem in China, just as it was in Japan.”

Environmental benefits are extremely valid points, though Shiga brings up several issues facing EVs at home in Japan, and around the world. “In Japan, the government subsidizes electric cars and has committed 100 billion Yen towards building infrastructure around this technology. Price, infrastructure and driving range are the three hurdles to overcome. We have recently reduced the price in the U.S. and sales are getting better. But the unique selling proposition of electric cars is the low running costs, which is 10-percent of conventional cars. It gets more economical as you use it.”

Earlier this year, Nissan announced it would be lowering the price of the Leaf to $28,800 for the new entry-level S trim level. Thanks to this lower price tag, PlugInCars.com estimated the five-year running costs of a LEAF would be significantly less than similarly sized, gasoline-powered competition.

Expanding Nissan’s range of EV offerings will also be vital to boosting sales, and this includes bringing EV technology upmarket to the automaker’s Infiniti luxury division. The Infiniti LE Concept, first shown at the 2012 New York Auto Show, offered the first hint of the production model expected to arrive in 2014. It remains to be seen what other changes, and shifts in corporate strategy, this boardroom maneuver could bring to Nissan’s EV future.

About the author

Nick Kurczewski is an automotive journalist based in New York who has contributed to The New York Times, Road&Track, Edmunds.com, Car&Driver, Delta Sky and many other well-respected automotive and mainstream publications in the United States, Asia and the U.K. Raised in Milwaukee, Wisconsin, and Westfield, New Jersey, Nick transferred his long-time passion for cars into a successful ...

Full bio · 52 posts

Comments

· Turbofroggy · 9 weeks ago

If Nissan wants to sell more Leafs they need to build more. There are less than 1000 available nationwide at all Nissan dealers in the US. This is pathetically low levels of inventory. Get that Smyrna factory cranking and ship more Leafs to the west coast!

· Paul Scott · 9 weeks ago

I sell the LEAF for a downtown LA Nissan dealer. I've sold over 300 LEAFs so far.

The new 2013 is selling like crazy. We sold 8 of them just over the weekend. I agree with Tourbofroggy that the plant in Smyrna should crank up the volune a bit. I want more!

· Priusmaniac · 9 weeks ago

To boost the sales of the Leaf there is an unexpected method, add a thermal engine. Not a big one of course but a very small one in the form of a micro range extender. Propose it as an option, and soon, all the ones that don’t buy it because of range anxiety or simply the actual occasional longer trip, will start to flock to buy this car. An option is not an obligation but it is an obligation to propose it if you want the option to sell more.

· Anthony Myers · 9 weeks ago

Priusmaniac
What do you mean by "thermal engine". Internal Combustion?

· Benjamin Nead · 9 weeks ago

I'm guessing, Anthony, that Priusmaniac is alluding to a Stirling engine . . .

http://en.wikipedia.org/wiki/Stirling_engine

. . . which are certainly neat devices. I once witnessed an impressive demo of a tiny stirling engine running full tilt in the middle of a parabolic solar reflector. The only thing missing was a solar tracking device to keep the engine constantly operating (the person demonstrating was constantly having to reposition the mirror to keep the engine going, as the reflector had poor off-axis performance) and a system for utilizing the output energy. It certainly had potential, though.

Here's another one I came across lately, a micro stirling inside a puck-shaped enclosure that converts either the heat or cold of a beverage placed on top of it into electricity for charging a cell phone . . .

http://inhabitat.com/epiphanys-onepuck-charges-your-cell-phone-with-your...

Certainly an impressive idea, but I'm not too sure how well that one would work under real world circumstances. My little stainless steel espresso cup (I take in into the to-go places, in order to not consume an endless stream of throw-away paper ones) is pretty well insulated and, a gulp or two later, I'm done . . . probably long before I even get my phone out of the messenger bag.

· Anthony Myers · 9 weeks ago

Benjamin.

Thanks for the information about the Stirling engine. If I understand the concept correctly you would need a heat source for one end and a way to displace heat on the other end. What do you think he was planning to use for a heat source?
I know some people were looking into using an impulse engine with a small generator, but then your getting into a hybrid of sorts.
I would like to see an options to put some thin film PV on the roof and hood. I know it wouldn't generate much, but when parked outside it could add a few miles.

· Benjamin Nead · 9 weeks ago

I'm only guessing, Anthony, but he might be thinking about the excess heat from the batteries. Not sure how one would go about directing that heat but It's an Interesting idea that begs further consideration.

· Priusmaniac · 9 weeks ago

Anthony,

Actually it may be any engine type that will be able to transform a liquid fuel into electricity. The most straight forward is indeed an internal combustion, conventional or a Wankel like in the A1 e-tron or the FEV Fiat 500, or even a direct piston engine like the one of Pempek

see at the link: freepistonpower.com (the spam gard doens't allow links)

Of course it could also be a stirling generator, which by the way was used on a bugy by a Swedish company or perhaps a direct bioethanol fuel cell. You even had a car that used a thermophotovoltaic generator at the Western Washington University.

When it comes to generators the freedom of choice is the moto, but you need to have one to be ablke to convert a liquid fuel (preferable non fossil bioethanol) into electricity when you need to go further then wat your battery will allow you.

· Benjamin Nead · 9 weeks ago

Yeah, my attempt to post the hyperlink is also bringing up the spam filter. Interestingly, there are a couple of Free Piston Power sites. To get to the one you want, Priusmaniac, type in "http://www." first then (with no space in between) "freepistonpower.com" Not typing "http://" first takes you someplace else.

Now that all of us who are posting on Plug In Cars are registered users (a good policy, I believe,) perhaps the site owners can trim back the intensity settings on those filters.

· Mr.O · 9 weeks ago

@Priusmaniac: I would not have considered the Leaf if it had not been a pure EV. Provisions for a gas tank etc etc would result in trade-offs detrimental to the electric-only version. E.g: Focus electric micro-trunk.

To fend off range concerns (and promote one of the Leaf key feature in the process), Nissan should really get to work and help make quick-charging ubiquitous.

CHAdeMO QCs should be all over the place by now, around shopping malls etc, with signs or brochures explaining how cool EVs are. Instead, Nissan did nothing on this front for 2 years and counting, making Tesla's proprietary QC look ground-breaking, and worse, allowing the SAE to ignite a completely-avoidable and possibly very damaging QC standards war.

At the very least, all dealerships selling Leafs should be required to have QC. Heck, having people visit dealerships more often would IMHO do a whole lot more to convince Leaf drivers to consider another Nissan than the anonymous $1000 coupon they're planning to send them...

Mr Shiga's obvious interest in quick-charging is a very encouraging sign though.

· Priusmaniac · 8 weeks ago

Quick charging is interesting but the physics numbers tell that you need to have loading powers in the order of the megawatt to be able to match the filling speed of a gasoline tank. I don’t say it is not feasible, but at least for now and for the close future, a micro range extender is a more available and affordable solution. Besides it also brings energy flexibility, cogeneration for heat possibility and power to the house possibilities. A Leaf with such an option doesn’t need to be very different because you can package a micro generator in a very small place, perhaps have it in place of the spare tire. We all know many Leaf Byers like pure EV’s and wouldn’t take the option, but even them would appreciate seeing the purchase price drop thanks to a broader market base, and that is exactly what the option of a range extender can bring. Imagine the price of a Camry if it was sold at 50000 numbers, it would be way up what it is now.

· Brian Schwerdt · 8 weeks ago

@Priusmaniac: "Quick charging is interesting but the physics numbers tell that you need to have loading powers in the order of the megawatt to be able to match the filling speed of a gasoline tank"

You are absolutely correct, and I too used to get hung up on this fact. I used to then conclude that pure BEVs would never reach mainstream. However, now that I own and drive a BEV, I see things differently. If QC were available to me, I would rarely use it. I would only use it if I were on a long car trip - for the daily stuff, I would continue to charge happily at home overnight. Now, when I'm on a long car trip, after driving 200+ miles, I need to stop and stretch / get some food / change my kid's diaper / etc. I look at the 85kWh Tesla S and see a glimmer of hope. This car, with the supercharger network, proves that what is necessary is a change in paradigm, not physics. The technology is here - today - for a BEV to be my only car. It is still very expensive, but that price will come down.

All that said, I do agree that we also need EVs with small REx's today, because that is what will be affordable in the near term. But don't blame physics for this one - blame cost.

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