At present, the compact cars sold in the domestic market, whether they are joint venture brands or domestic brands, are moving closer to young sports fashion, and their main purpose is to please the mainstream young consumer groups. When it comes to Nissan, the models that impress consumers the most are Xuanyi, Tianlai, Qashqai, Qijun, and the GTR with explosive performance. As the choice of nissan for family cars, the comfort of its seats does leave a good impression on consumers. However, the Nissan Bluebird to be explained today, its product positioning to the product itself is relatively vague, so that the sales volume ranks at the end of the market segment.
Bluebird positioning compact sedan, and Xuanyi has the same positioning, currently on sale in 2021 only 2 models, the price range of 12.59 ~ 13.39 million yuan, this price point and Xuanyi have overlapped, so that Bluebird only sold 900 vehicles in November, only sold 38 in October, sales are far less than Xuanyi's fraction. If it is because of the high price positioning that leads to poor sales, it is forgivable, after all, the same price range Xuanyi is backed by the sales base; but the actual situation is that the bluebird's preferential strength is more than 20,000 yuan (subject to the actual quotation), and the price of the entry naked car is as low as 100,000 yuan, which is obviously not the price reason. This issue takes the 2021 1.6L CVT Smart Cool Edition as an example, that is, the top version, to see where the Blue Bird loses?
In terms of appearance, Bluebird is different from Xuanyi, and its front face adopts a family design style, and the brand recognition is there. The size of the front grille is not large, and it is designed with an inverted trapezoidal structure, and the middle mesh elements are rich, supplemented by a wide body of inverted trapezoidal chrome trim strips and piano paint trim panels, which wrap the logo in it. The design of the headlights is also different from Xuanyi, the visual three-dimensional sense is relatively strong; although the shape is unique, but now in 2022, even the top models are still only halogen light sources, although there is a design of front fog lights, but the day running lights have not appeared, visually inferior to Xuanyi.
Coming to the side, the audience of Bluebird is mostly young consumers, and the sneaky design is naturally normal operation. The rich lines make the car look more dynamic, the rim is multi-spoke double color block design, the tire size is 205/50 R17, and it does not look stingy on the Blue Jay (4683/1780/1465mm). Due to the use of black trim at the rear, the roof forms a suspension effect, which is relatively rare at the same level and price point.
Compared with the front face, the tail shape is obviously somewhat convergent and low-key, due to the body structure, the area of the rear windshield will be relatively small visually, not enough atmospheric stretch. The tailgate is not hatchback, but has a relatively conventional design. The taillight shape is split, which has a three-dimensional feeling, but the light source is still halogen, and the lighting effect is generally expressed. Under the two sides of the application of reflective trim, and in the periphery to install black trim, exhaust tail throat for unilateral hidden, since it is the positioning of young sports, it may be better to make an open effect, what do you think?
Entering the interior of the Blue Bird also gives people a different feeling from Xuanyi, the center console adopts an asymmetrical T-shaped design, but the central control screen and air conditioning knob are facing the driver's side for easy operation. First of all, the interior materials, combined with the price of the terminal, the center console, the door, including the steering wheel are basically hard plastic, and the Xuanyi soft material is mostly, and some models of the interior is double color, which is not enough for the blue bird. In the central control screen, air conditioning outlet, and cup holder and other areas, you can see the use of matte silver trim, piano paint panel, and imitation carbon fiber trim decoration, coupled with the steering wheel is flat bottom shape, visual movement bluebird will be more obvious.
The dashboard is composed of mechanical hands with LCD screen, although the middle screen is only 5 inches, but can display tire pressure, fuel consumption and other parameters, daily use is enough; low-end models are only tire pressure alarm, not as intuitive as the display. The size of the central control screen is 8 inches, and the low-end model needs additional optional; although it does not support any mobile phone interconnection, it has the Functions of The Internet of Vehicles and OTA, and can use the navigation function online, and the later car-machine system upgrade does not need to go to the after-sales service. Voice recognition is already indispensable today, and although the controllable functions are limited, they also provide a certain convenience for driving.
The configuration level is also recommended to start the top version of the reason, the difference between the entry and the top match is 8000 yuan, the price can be accepted by consumers. In addition to the low-end control large screen, tire pressure display, the front and rear rows have increased the head airbag, the safety factor has been improved; driving at the same time has traction control, ESP body stability system, reversing image, keyless start, keyless entry (driving position), rear USB power supply and other functions. However, such as front and rear radar, cruise control, and driver assistance systems are not equipped, and there is still a gap compared with horizontal competitors.
The rear seating space is more to meet the needs of household passengers, the wheelbase length is 2700mm, and the experiencer with a height of 175cm will not feel that the space is compact when sitting in the back seat, and the roof is dented to make the head space more abundant. Although the seat is made of fabric, the length of the seat cushion supports the legs in place, which has good comfort. The bulge of the middle platform is not high, which is not embarrassing when fully loaded, but there is no headrest and armrest box in the middle. In addition, there is less storage space in the rear row, the back of the main and auxiliary seats is not designed with storage bags, the depth of the door storage slot is not enough to put down the water cup, and the space utilization rate is not as good as Xuanyi.
The conventional volume of the trunk is 521 liters, which is not a big gap compared to Xuanyi's 560 liters, and the advantage of the Blue Bird is that the rear seats can be proportionally reclined, and if special objects need to be loaded, the blue bird's space performance is more impressive.
The power part may also be the reason why many consumers directly ignore the BlueBird, the appearance is light and sporty, but it is equipped with a 1.6L naturally aspirated engine, with a maximum power of 90kW, a maximum torque of 155 horsepower, and a power output of 122 horsepower, matching the CVT gearbox. From the book parameters to see that this set of powertrain is more used in home transportation, the official 0-100km/h acceleration is 12.1 seconds, combined with the shape will give people a feeling of more than enough and insufficient strength. NEDC has a comprehensive fuel consumption of 5.3L/100km, and can use No. 92 gasoline, which is not expensive to use.
The chassis suspension is a front McPherson, rear torque beam structure, tuned more emphasis on comfort, which also reflects the Bluebird's product positioning. However, if compared with the same level of models with independent suspension in front and rear, the driving comfort of the BlueBird on continuous undulating roads will also be greatly reduced, so it is more suitable for urban transportation.
Written in the end, the reason why Bluebird is not selling well in the domestic market is that the product itself is inseparable. The appearance of young fashion can please young consumer groups, but the powertrain and shape of 1.6L+CVT, the product positioning is not very compatible, and the power response is not as good as the turbine. As a family car, the storage space in the car is not rich enough, and the functional configuration needs to be improved. Since you want to take the route of young sports, the current Blue Bird needs to be fully upgraded, replace the powertrain, cooperate with good chassis tuning, and give the right price, so that the Blue Bird will have a market.