Nissan is looking for a new partner as it prepares to end talks to form a joint holding company with Honda Motor, according to Bloomberg.

Thursday's report, citing people familiar with the matter, said Nissan wants a partner preferably from the tech industry and based in the U.S.

North America is Nissan's most important market, and a sweeping shift toward electrification and automation has prompted global automakers to seek alliances with other industries.

Honda has floated the idea of buying Nissan and becoming its parent company, but it has faced strong opposition within Nissan, a person familiar with the matter said.

The level of investment is also a sticking point, the person added.