In 2021, the superposition of factors such as the lack of cores and the epidemic in the automotive industry has brought many difficulties and anxieties to automobile manufacturing. However, opportunities always come with anxiety, an unstoppable tide of electrification, and at the same time bring unlimited hope to the automotive industry.
In 2021, Dongfeng Nissan harvested Venus, but lost Nissan. Can "gain" pay for the loss?
Dongfeng Nissan's dual-brand report card shows that december sales 114093 units, down 20.93% year-on-year, of which daily product brand sales were 97,317 units, down 26.765 year-on-year, and Venucia brand sales were 16,776 units, an increase of 47.12%;
In 2021, Dongfeng Nissan's total sales of 1134889 vehicles, down 6.35% year-on-year, of which the total sales of Japanese product brands 1047073 vehicles, down 7.6% year-on-year, and sold more than one million for the seventh consecutive year, and the total sales of Venucia brand were 87,816 units, an increase of 11.57% year-on-year.
The rapid growth of Dongfeng Venucia reflects the loneliness of Dongfeng Nissan. A drink and a peck can not be predetermined; Lan Yin Fu Guo, there will be a cause. Dongfeng Nissan's decline from the beginning of the three-cylinder Qijun has been doomed to today's cause and effect.
This year, Dongfeng Nissan has made many moves, and it is the landing of e-POWER China's first model, and the implementation of Dongfeng Nissan electric drive strategy with e-POWER and Zero Emission Nissan pure electric power as the pillars has accelerated. It is nothing more than to bless the aura of "Technical Nissan" and make up for the pit dug by the three-cylinder Qijun.
Since May this year, Dongfeng Nissan's sales have continued to be sluggish, with monthly sales falling for 8 consecutive years, of which the decline in 7 months has been in double digits. Even if Dongfeng Venucia has made up for a certain gap, after all, the technology is small, and the sales volume accounts for less than 8%, which is not enough to take on the girder.
Dongfeng Nissan's biggest mistake this year is the three-cylinder Qijun, which is still the object of ridicule by netizens, which directly leads to the fact that Dongfeng Nissan's ace products are only tianlai and Xuanyi, and Qijun has disappeared from the mainstream market.
The seventh-generation Tianlai terminal sales in December were 20,008 vehicles, an increase of 24.8% year-on-year, creating the best monthly sales in history; the annual terminal sales volume was 163741 vehicles, an increase of 38.7% year-on-year, and also created the best annual sales in history, accounting for 14.42% of sales. Tianlai's sales this year showed a concave shape, falling to the bottom in June, with sales of only more than 9,000 vehicles. Entering the second half of the year, Tianlai's sales have been climbing.
Xuanyi has always been the sales responsibility of Dongfeng Nissan, and Xuanyi's performance can affect the ups and downs of a brand. Xuanyi Group sold 50,492 vehicles in December, down 19.34% year-on-year; from January to December, the cumulative sales volume was 513193 vehicles, accounting for 45.12% of sales. Together, the Two Sedans, Tianlai and Xuanyi, contributed nearly 60% of Dongfeng Nissan's sales, and the share of SUV sales was less than 40%.
Today, the Dongfeng Nissan SUV is unavailable, and in the same period last year, Qijun sold 21,356 units, creating the best performance of the model month. This year, Qijun is already yesterday's yellow flower.
Dongfeng Nissan SUV sales once again appeared "divergent", Dongfeng Nissan released data of 33399 vehicles, Nissan China released data of only 23,175 vehicles, the data difference of more than 10,000 vehicles. Dongfeng Nissan reported total SUV sales of 358065 units, and Nissan China reported total sales of 312,056 units, a difference of more than 40,000 units.
Now, only Qashqai can be sold, with terminal sales of 16,618 units in December, down 13.22% year-on-year; cumulative sales this year were 161,152 units, an increase of 2.2% year-on-year, contributing nearly half of SUV sales.
After returning to Nissan, Dongfeng Venucia seems to have a second spring. In 2021, Dongfeng Nissan Venucia retailed 87,816 vehicles in 2021, an increase of 11.6% year-on-year, of which 16,776 Venucia brand terminals were retailed in December, an increase of 47.1% year-on-year; Venucia Big V was 7,008 terminal retail units in December, Venucia D60 series sold 2,537 vehicles, and Venucia series electric vehicle models sold 4,033 vehicles.
Venucia has drawn a successful end to 2021 with excellent sales results. However, this also confirms that Dongfeng Nissan has begun to decline. Dongfeng Nissan is good at marketing planning, and can carry out personalized and interactive experience marketing activities for different models and different consumer groups, but it is not satisfactory in product research and development.