Nissan Motor’s all-electric N7 sedan, a model the Japanese automaker had pinned high hopes on, saw its sales in China plunge last month, underscoring the company’s challenges in a highly competitive market as it scales back production and grapples with delivery delays.

Nissan China’s website shows that N7 sales fell 37 percent in September from August to 6,410 units, even lower than the 6,455 units sold in July.

Launched in April, the N7 is central to Nissan’s efforts to regain market share in China’s rapidly growing electric vehicle sector. The Yokohama-based company has pursued an aggressive price-for-volume strategy, with the N7’s starting price at about 110,000 yuan (USD 15,500), significantly below competing models that begin around 150,000 yuan (USD 21,000).