After five years of waiting and about $1 billion spent to become a sponsor, the automaker has decided not to run advertisements in its home country connected to the event.
The troubled event will rebrand itself yet again in an attempt to breathe life, energy and attendance into Asia's onetime premier auto expo.
Toyota President Akio Toyoda and other executives will not attend the opening ceremony.
While GM and Hyundai reel from EV recalls, the Japanese automaker is pitching the safety and reliability of its own batteries as it joins the global EV battle with the bZ4X crossover.
Nissan's next-generation models will be featured in the brand's Super Bowl commercial.
Longtime comms exec Wendy Orthman is elevated into the new job at the Nissan luxury brand.
Akio Toyoda is speaking out against the industry's rush to push technological boundaries: "I don't think it's at all realistic yet that self-driving cars can travel normally on ordinary roads."