At the beginning of 2021, Nissan announced its annual sales in 2020, with cumulative sales of 1456738 units, although there was a slight decline compared to 19 years, they were still full of confidence in 2021, because Nissan was gradually freed from the impact of the epidemic and had achieved the feat of nine consecutive months of passenger car sales, but Nissan did not expect to encounter more trouble in 2021.
Recently, Nissan officially announced its 2021 sales. In 2021, Nissan (including Dongfeng Nissan and Venucia) sold 1.381 million units in China, down 5.2% year-on-year. Among them, the passenger car segment sales fell by 6.4% to 1.135 million units.
It should be known that Venucia was restructured into the Nissan system at the end of last year, and the annual sales volume announced in 2020 did not include Venucia, but in 2021, Nissan joined Venucia's sales of nearly 100,000, and the decline in passenger cars still reached 6.4%, in fact, the decline in passenger car sales of Dongfeng Nissan alone should be about 10%. What exactly did Nissan do in 2021, and what "demons" did it do?
The pace of electrification is too slow
In fact, this problem is not only Nissan's problem, including Toyota, Honda, etc. Japanese Sanjie have not been able to keep up with the new energy track, which is particularly prominent in the domestic market.
In 2021, there are enterprises like Wuling that rely on the phenomenon-level product of Hongguang MINI to make great progress; there are also car companies like BYD that have fully developed new energy monthly sales of nearly 100,000; of course, Euler, which focuses on the female market segment, has also achieved good results, and trams are setting off great changes in China.
But even at the beginning of 21 years, Japanese car companies still hold the idea of skipping trams with the "old base" of fuel trucks to maintain sales. In October last year, Japanese auto giants led by Akio Toyoda also put pressure on the government to oppose the then Japanese government's decision to ban the sale of fuel vehicles in 2030.
At the end of 21 years, Nissan has finally come up with its own electrification route. Nissan plans to invest 2 trillion yen (about 112.84 billion yuan) in the next five years to accelerate the layout of electric drive products and technological innovation, including nearly 20 pure electric products, but will it be too late to push the plan?
In fact, the Ministry of Industry and Information Technology only announced a few days ago that it will no longer give state subsidies for new energy vehicles that will be licensed next year. This shows that the domestic market is about to complete the preliminary layout of the new energy track this year, no longer need the government's incentives and support, and the country will also enter the stage of fighting each other between new energy products, but at this time, Nissan has not yet been able to come up with any green car to accept the test.
New product highlights less slot points
Nissan brought new products in this year, in 2021 Nissan has a mid-term revamp of Jinke, new Qashqai, new X-Jun, hybrid Xuanyi e-Power and other models, the MPV Nissan Serena that was warmed up at the beginning of last year failed to meet with everyone.
In the appeal model, the Jinke and Qashqai can only be called a simple update. In particular, Qashqai, as the top beam column model actively mentioned in the SUV in Nissan's annual sales report, the mid-year remodel is to add automatic headlights to the entry model and the deluxe version, "smart" keys (support keyless entry and one-click start) and other configurations that have long been used badly, which shows how miserable the previous configuration is, which is really a little bit shabby for a 150,000-level SUV.
Xuanyi e-Power did not seem to have attracted a good reputation after its listing. As the first model of Nissan electrification, but still can not be on the green card, although Xuanyi e-Power power model uses a range extender, perhaps to save costs, Nissan actually paired it with a fairly small battery pack, can not be on the green card of the extended range car is considered by many netizens to be "take off the pants fart", it is worth mentioning that Xuanyi e-Power is a member of Nissan's electrification plan, low-end but still use halogen headlights, even the reversing radar is not equipped.
The X-Trail incident made Nissan a joke
This year's Nissan basically ruined the "evergreen tree" of Qijun. In 2020, X-Trail is still the absolute top pillar of Nissan SUV, the year-end sales reached 169582, but 21 years of X-Trail obviously can not sell, Nissan has not announced the sales of X-Trail for several consecutive months, according to the association, X-Trail in the first 11 months of 2021 Cumulative sales of 99133 vehicles, the annual sales probability of just 100,000.
The failure of X-Trail is not only a problem of a "three-cylinder machine", the marketing of X-Jun is the real reason for the domestic market to spurn. At the beginning of the listing, Qijun did not cause too much turmoil, but invited a group of car critics to run the desert and finally came to the inexplicable conclusion that "Qijun can run the desert" and "Qijun opened the desert is really fun".
After that, Nissan seemed to be enchanted, but after being criticized by all parties, it still advocated its own three-cylinder machine "two billion research and development", in a vain attempt to educate the Chinese market to accept three cylinders, but finally it was found that through the cover scam to deceive consumers' real feelings about engine shaking, sales have also easily broken through the old Qijun at the beginning of the year to now dare not announce.
As for the Qijun Glory launched later, it seems that it has not been able to figure out the current situation of Qijun, Nissan wants to reproduce the success of Xuanyi Classic, but Xuanyi Classic mainly relies on a lower price than Xinxuanyi, and Qijun Glory uses the low-power four-cylinder of the old generation to come up with a more expensive price than Xinqijun, which is really unacceptable to many consumers. The failure of X-Trail is all-round, and the final remedy seems to be unpopular, depending on whether Nissan can apply the revamp this year to save the classic model X-Trail.