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Apart from the fact that the local auto sales in Japan is down on yearly basis from 8.0Million units sold in 2005 to merely half in 2009-2010. With the positive campaign of Hybrid and EV the sales is still projected to be higher but with mixed attitude from the consumers. Consumer spending is down on the purchase of property and new autos and seems a strong shift to the daily spendings on food. Last 2-years were tough in every sector and when we hope about regain from market there appears natural disasters like Iceland's volcanic eruption and Greek economic collapse. Every business is suffering and to be back to profit and have a free cash flow will again boost a new hope.

Nowadays China, India and Brazil are the focus of attention for auto makers like Nissan and Toyota. Toyota had to pay claims in United States but the year closing announced on 10th. May 2010 was showing profits. Thanks to Toyota's good sales in China and Japan. Now Japan automakers are trying to keep a balanced good figure of about 5.0Million vehicle sales in the local market. Nissan will market its first EV from October with 4,700 units in Japan and 5,000 in USA. Nissan is very hopeful with the sales of their EV and claims that if it can create same market in China then it would be excellent. Presently France, Japan and USA is the first target for EV and when the infra-structure is ready in China, Russia and Brazil then the sales will increase heavily.

EV's are simple to produce but to run them need quick chargers for the re-chargeable batteries which produce power to run their motors. This is however difficult to categorize Electric Vehicles as some electric appliance to be produced by Sony Or Panasonic in future, because the Government won't allow such deals. Nissan has been experimenting Leaf technology for the past many years and still says that from consumer side this is just the beginning and maybe in next 10years it will not take more than 10% of the global market share. The price tag is still affordable for some whereas there will be 3-major group of consumers interested in next generation Zero Emission Cars. 1st. group consists of people who're Green car lovers 2nd. group is those who prefer quiet drive & the 3rd. group will be those who are cost conscious and would like to cut on increasing gas prices.

Japan government is presently supporting the public to buy eco-friendly goods under different rebate schemes in the form of points and cash-backs. Precisely for an EV government provided assistance (Hosho-Kin & Genzei) of accumulated 770,000JPY or nearly USD$8,000. There is also debate that when such assistance is stopped will the prices rise or will they decrease in future. Therefore in a nutshell it is a gamble and not a bargain at this point. Another top selling brand of compact car produced by Nissan is "March", and now Nissan is manufacturing and assembling these from its operations in Bangkok, Thailand. This is to reduce costs and to give direct benefit to the consumers. Maybe cost control is the key to success if you want to consider a competition as a challenge and not a threat.