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In the last month of the year, a near-perfect sales result was achieved, ending a full year of highlight performance. For Tianlai, there is no "perfect ending" than this.
At the beginning of the new year, Dongfeng Nissan can't wait to announce this exciting result. In December 2021, the cumulative sales of Tianlai terminals were 20,008 units, a year-on-year increase of 24.8%, creating the best monthly sales in history; while in 2021, it achieved 163741 sales, an increase of 38.7% over 2020, and also set a record annual sales volume.
For Tianlai, this is a milestone leap.
In the current environment of automobile market change, it is not an easy task for a B-class car with an average price of about 200,000 yuan to exceed 20,000. Now in the B-segment car market, in addition to traditional fuel vehicles with good strength such as Camry, Accord, and Maiten, there are pure electric rookies such as Model 3 and BYD Han.
The market capacity is still so large, but there are more and more opponents, but Tianlai can always break through in the fierce competition. Since the second half of last year, Tianlai's monthly sales have continued to exceed 15,000 units, which has been stable in the top three of the joint venture B-class car sales list, and in December, it exceeded 20,000 in one fell swoop.
Behind the sales figures, it is worth recording the tens of millions of users who choose Tianlai, which calls them "best friends". As expressed in a letter to a close friend, "More precious than the sales figure is 1.6 millionth of you!" When "lying flat" and "inner volume" became the daily vocabulary, you chose 'indulging in a natural life' and chose the strength to strive upwards. ”
Refusing to lie flat is also a natural attitude. In the face of such a fiercely competitive B-class car market, It is precisely with a determination to change that Tianlai can become a model brand representing the new elite of the city and be recognized by more close friends.
In order to give back to 1.6 million Tianlai's close friends, Dongfeng Nissan Tianlai not only filmed fashion blockbusters for the best friends this year, but also joined hands with the Rainbow Choir to create a music blockbuster "Respect your own heart" exclusive to the best friends of TianLai, and also joined hands with the top domestic orchestras in 20 cities across the country to experience the New Year's concert full of goodwill with the best friends this winter.
For Tianlai, sales are not simple numbers, it represents support, affirmation and continuous upward force.
Product upgrades, natural "more than comfort"
Since the fourth generation of models that first entered China in 2004, Tianlai has undergone three generations and has always adhered to the positioning of its high-end flagship products. The reason why Tianlai 2021 can achieve its current achievements in the overall downturn of the market environment is that Tianlai refuses to "lie flat" and constantly creates surprises.
In the past, Tianlai has forged "comfort" into the best in the industry, but for Dongfeng Nissan, which regards users as "best friends", it naturally wants to bring more and more to consumers. As a result, we see that the Tianlai 2021 model has made great efforts in terms of power and intelligent experience, which is not only of great benefit to the previous generation of models, but also has significant advantages over peers.
In terms of power, the VC-TURBO super variable engine equipped with the Tianlai 2021 model has been "winning awards and getting soft hands" in the world since its successful research and development on the market, first of all, it has won the credible World Top Ten Engine Award in the field of automotive engines in 2019 and 2020, and then in January 2021, in the "2020 China Automobile Storm Ceremony" of CCTV, it won the "2020 Best Power Car" award.
From a technical point of view, the biggest technical highlight of the VC-TURBO super variable engine equipped with the Tianlai 2021 model is the variable compression ratio, which can achieve a compression ratio change between 8:1 and 14:1 during engine operation, which is an innovation that can be recorded in the annals of the internal combustion engine.
The most intuitive advantage is reflected in the data, equipped with VC-TURBO super variable engine, the maximum power of the Tianlai 2021 model reached 179kW, the peak torque was 371N·m, the acceleration of 100 kilometers was 6.42s, and the fuel consumption of 100 kilometers was as low as 6.6L, achieving a perfect balance between power and fuel consumption. Compared with the same level of the same displacement competitors, the advantage is obvious.
In the past, Nissan engines were more known for their durability and fuel saving, and the emergence of the VC-TURBO super variable engine inherited the traditional fuel-saving skills of the Japanese system, and met the needs of consumers for surging power, coupled with the relatively low center of gravity of the Tianlai body, the driving performance of the whole vehicle has also been upgraded. In November 2021, Tianlai won the annual comprehensive championship of the 2021 CCPC China Mass Production Vehicle Performance Competition for its excellent performance in public and professional stations.
Among them, in the professional station competition, Tianlai 2021 also won the first place in the medium and large car group with the first place in 7 major sub-competitions (0-100km/h straight line acceleration, rain road brake, bump test, fixed circle winding pile, figure 8 surround, sound insulation and noise reduction, and performance comprehensive competition).
Intelligence is another specialty of the Tianlai 2021 model. Tianlai 2021 model is equipped with Nissan i-SAFETY intelligent active safety system and Rapid Ultra Intelligent Driving, based on the above two technologies, Tianlai 2021 model also won the "Excellent Intelligent Driving Technology Application Award" in the 2021 World Intelligent Connected Vehicle Conference and the First National Intelligent Driving Test Finals.
Because of the blessing of these two technologies, the security of Tianlai 2021 has been double-insured.
In terms of active safety, the NISSAN i-SAFETY intelligent active safety system is equipped with 5 wide-angle cameras and 11 radar detectors in front and rear, which can monitor the vehicle conditions around the vehicle in real time, and with IFCW over-the-horizon collision warning, BSW lane change blind spot warning and other functions, it has also been timely warning before the occurrence of danger. If necessary, the IEB Pre-Collision Intelligent Braking System can also brake automatically.
The ProPILOT ultra-smart driving can bring users a smarter travel experience on the basis of ensuring safety. As the first intelligent driving assistance technology in the domestic joint venture high-end sedan to reach the L2 level, the ProPILOT super intelligent driving system has carried out 380,000 kilometers of road tests for China's road conditions, integrating one-button opening, 0-144km/h full-speed domain adaptive cruise, lane ultra-stable centering, automatic follow-up and other functions, whether in high-speed cruising or congested road sections, can greatly alleviate consumer driving fatigue.
In addition, the entire series of Tianlai 2021 models is equipped with the Nissan Connect super intelligent connected car networking system as standard, which can realize 59 functions such as remote control function, voice control function, vehicle online service, remote real-time monitoring, full-time online navigation, online audio and video entertainment, etc., bringing more convenient car networking life to car owners.
It can be said that it is precisely because of VC-TURBO super variable engine, ProPILOT super intelligent driving, Nissan Connect super intelligent connection, Tianlai 2021 model can continue to refresh the sales record.
Brand upgrade, natural "not only creative"
If you want users to form a dependence on the brand, only product upgrades are naturally not enough, but also let users feel the temperature of the brand from the heart.
In May last year, Tianlai 2021 model joined hands with the first person in China's light painting to challenge the depiction of a huge light painting work with an area of more than 2021 square meters in the form of a human-vehicle co-creation, "Tianlai of Light". This is the world's first light painting work completed by a car, and it also set a Guinness World Record for the world's largest light painting.
Due to the large number of difficult long lines that need to be accurately completed in a short period of time, the requirements for vehicle power and route control are extremely high. It is precisely because of this magnificent challenge that people can see the strength of VC-TURBO super engine and ProPILOT super intelligent driving, and also let people see the creativity of natural marketing.
But in fact, compared with creativity, Tianlai's intention to "indulge in life" with his best friends is more touching.
Different from the "self-hi-style marketing" of many car companies, the shadow of the owner can always be seen on the marketing map of Dongfeng Nissan. For example, from the end of December last year to this month, Dongfeng Nissan Tianlai and the top domestic orchestras held New Year concerts in 20 cities across the country, bringing a luxurious audio-visual feast of subtle and romantic integration to dongfeng Nissan Tianlai owners across the country, opening a new chapter in 2022.
The theme of this concert, "#敬自己心中的天籁", is also very appropriate. At the end of last year, Dongfeng Nissan Tianlai and the Rainbow Choir joined hands to create the New Year's musical work "Respect the Heavenly Sound in Your Heart", which is a gentle but powerful song. There is growth and aging in the lyrics; there is friendship and betrayal; there is the long night and the dawn; there are the protesters of the storm, and there are the proud white doves.
These seemingly unrelated things represent our fickle lives. Respecting heaven is also respecting life, and the last sentence "respecting oneself in order, slightly changing oneself" represents both nature and all the lives that are not willing to be ordinary and strive to improve in adversity and good times.
For Dongfeng Nissan, Tianlai is not just a car, but to use the car as a carrier to help car owners advance to a high-quality life.
In addition to the New Year's concert, last year, Dongfeng Nissan Tianlai also joined hands with "Mr. Fashion" to shoot a fashion blockbuster for car owners, and joined hands with the industry's top Phoenix Finance Summit to create "Tianlai Si Xianghui", inviting well-known experts and scholars in the domestic financial industry to output high-value financial views.
epilogue
When more and more car companies focus on how to face the changes in the new energy era and how to create new era products that are closer to the future, the traditional fuel vehicle market still has such a car, willing to be in the engine context chapter, is not it a gratifying thing?
Tianlai has strengthened Nissan's technology label with super variable engine, super intelligent driving, and super value-added lian, and consolidated The market position of Tianlai as the value benchmark of the joint venture mid-to-high-end car. The continuous evolution of the natural sound also represents the fighting spirit of Dongfeng Nissan over the years.
The phrase "Technology Nissan, People, Cars, and Life" covers Dongfeng Nissan's pursuit of continuous technological development and the attitude of creating an ideal car life for car owners. As TianLai wrote in the letter, "TianLai will be with you, enjoy the natural moments, and wave together!" Fight in the vicissitudes of the sea, climb hard in the thousand peaks. ”
This is not only Tianlai's commitment to its best friends, but also Tianlai's requirement for self.