Observation chamber
Written by | Zhao Wenhua
"There is no way to eliminate this feeling, so I frown, but I am on my mind."
In the Chinese auto market in 2021, there are too many big events that cannot be eliminated: the epidemic is repeated, devouring the public's consumer confidence, and the "chip famine" runs through the beginning of the year to the end of the year, from the production capacity and cost, it has hit the main engine factory.
Not only the "black swan", traditional car companies are also under great pressure to transform, according to the statistics of the Association of Automobile Associations, in 2021, the penetration rate of new energy has risen to 20%, which means that traditional car companies have walked at the crossroads closest to life and death.
Two days ago, Mercedes-Benz released a new generation of pure electric concept car EQXX, which made the author sigh that "a hundred years have passed, has become a prologue" - in this big change focusing on intelligent electric drive technology, no matter whether you are a first-class luxury car company, or a joint venture factory with annual sales of millions, no one is an exception.
But success is not determined by effort, but by direction. As Dongfeng Nissan Gao Guolin said, "Under the great changes in the industry, it is particularly important to determine the new positioning and direction of enterprise development."
The competition in the 2021 auto market is quite fierce, but even so, Dongfeng Nissan is still stable in the "first camp": after a small climax of 114,000 vehicles at the end of the year, the annual terminal sales of Nissan + Venucia double brand exceeded 1.1348 million units, of which the cumulative sales of Japanese product brands exceeded 1.047 million units, and the sales volume exceeded one million for the seventh consecutive year; the Venucia brand increased by 11.6% year-on-year, and the cumulative annual sales reached 87,816 vehicles.
Another data, good and bad, from January to November last year, Dongfeng Nissan took away 12.1% of the mainstream joint venture non-luxury market share, the market share exceeded Toyota, but next, where did the sustained benign growth come from? Dongfeng Nissan, which has always been extremely sensitive to the market, gave a clear answer in advance.
One body, two wings, multi-brand operation
Just after New Year's Day, Dongfeng Limited announced that "Infiniti entered the Dongfeng Nissan system and operated as an independent brand", marking the official launch of the Nissan-Venucia-Infiniti multi-brand operation.
Two-way rush, boots land! For Dongfeng Nissan, Infiniti's addition will fill its gap in the luxury car market and gain new market opportunities. Although Infiniti's current situation is not so optimistic, it cannot be completely denied its value, after all, it has also had a highlight moment in China, and until now, there is still a group of iron fans loyal to the control of "Yingfei". What's more, Infiniti is quite popular in North America, and the sales of the main model Q50 are not even comparable to the BBA. Such a potential stock is worth cultivating.
▲The new generation infiniti QX60 that has just been launched
For Infiniti, after joining the new owner, Dongfeng Nissan will systematically solve its crux, accelerate localization, electrification, and greatly improve channel capabilities.
Infiniti's return to Dongfeng Nissan has to say that there is a model first. In 2021, Venucia returned to Dongfeng Nissan, and then quickly launched a small hit - Venucia Big V, stepping into the fast lane.
▲After returning to Dongfeng Nissan, Venucia launched the explosive Venucia Big V
If we use sales alone to measure Dongfeng Nissan's new model, it is too narrow. Whether it is Infiniti or Venucia, Dongfeng Nissan has a very clear positioning, which is what Gao Guolin calls "new positioning and direction". Infiniti undertakes the heavy responsibility of Dongfeng Nissan's electrification and intelligent exploration in the field of luxury vehicles; Venucia will fully move towards rejuvenation and new energy, as Zhang Jihui of Venucia Division said, "In the Venucia brand, Dongfeng Nissan does not have too much baggage, in terms of intelligent electrification and rejuvenation, venucia can be used to do more attempts and efforts." According to reports, in the next 2 years, Venucia will release 3 new energy vehicles.
"The so-called big era, but it is a choice", under the big change, Dongfeng Nissan has chosen a new model of luxury-joint venture-autonomy, integrating resources, strengthening the system, and aiming at all the opportunities that can achieve growth and development.
Technology-driven, open up new battlefields
There is no doubt that new energy is the highlight of growth, but the development of new energy is also full of uncertainty, pure electricity is the ultimate goal, but charging is difficult, poor user experience is also an unavoidable status quo, therefore, in the transition stage, fuel, oil, pure electricity will definitely coexist.
New energy layout, Dongfeng Nissan is not the fastest, but it is the most stable, it gives two sets of solutions: First, the introduction of oil-electricity fusion, but 100% electric drive e-POWER technology. By 2025, Dongfeng Nissan will launch 7 new e-POWER cars, which is equivalent to one new car every seven months, which is fast enough.
▲The first e-POWER model has been officially launched on the market
At present, the first e-POWER model has been officially launched, although the situation has not yet been fully opened, but this measured 100 km fuel consumption of 3.9L, no charging, no mileage anxiety, no embarrassment of power loss fuel consumption, and the new car with excellent driving quality finally won the approval of the first batch of users with strength. Good word of mouth is really good, and sales are only a matter of time.
Second, to provide pure electrical solutions. Nissan has more than 70 years of pure electric vehicle precipitation, as well as more than 25 years of battery research and development and manufacturing experience, the safety mileage has reached 10 billion kilometers (battery 0 major accidents), safety and reliability is the golden sign of Nissan pure electricity.
▲The first arya based on the new pure electric model was officially launched in the Chinese market this year
The pure electric model Aria, which is based on the new electric platform, will be officially launched this year, and the reason why this car has not been launched is because it is the product of the new electric platform, and once the platform is completed, the new model will quickly follow up - by 2025, Dongfeng Nissan will launch 3 pure electric new cars. It can be said that in the field of pure electricity, once Dongfeng Nissan accelerates the new speed, it is a dark horse.
In addition to electric drive technology, in the field of traditional fuel engines, Dongfeng Nissan also provides the best technical solutions. Known as the "Fuel Engine Milestone Technology", VC-Turbo achieves intelligent changes in compression ratio thanks to its original multi-link structure, which not only solves the big problem of power and jitter, but also makes fuel consumption more beautiful. To this end, Nissan has spent 20 years and hundreds of millions of R&D expenses to verify the durability and stability of VC-Turbo with more than 300 patented technologies, more than 30,000 hours of test bench testing, and more than 3 million kilometers of road testing.
▲The new X-Trail with VC-Turbo engine
To the 1.5T VC-Turbo, I say as a user that you can not choose it, but you cannot discredit it. At best, Nissan is too persistent about fuel engines, and the reason for its persistence is very simple, as Dongfeng Nissan Xinyu said, "Products and technologies that bring the best benefits to users and provide more diversified personalized choices are what Dongfeng Nissan has been doing."
Of course, for Dongfeng Nissan, the promotion of the three new power technologies will not be smooth, and the popularization of new technologies will have a market test period, but having technology is about equal to tomorrow, and besides, under the big changes, behind which easy smile, no one has gritted his teeth?
『 Final Remarks 』
Bill Gates said that the most promising successes are those who are good at using every opportunity to explore the trail, and Dongfeng Nissan is the pioneer who is good at taking advantage of the opportunity - in the past 18 years, no matter how bad the market environment has been, it has been able to successfully hedge and innovate continuously, and finally accumulated 14 million users for itself.
"18 years of market hardening and deep cultural precipitation, Dongfeng Nissan forged a system force that goes deep into the whole value chain", and it is precisely because of the system force that Dongfeng Nissan survived 2021 with millions of sales - according to statistics, last year's "lack of core" had an impact of more than 30%, but Dongfeng Nissan controlled the impact at 15% by continuously optimizing the balance of production and marketing, improving the risk management capabilities of the whole value chain, and optimizing the pace of scheduling, and the market demand satisfaction rate of Dongfeng Nissan products throughout the year reached 96.0%. The customer delivery compliance rate reached 92.8%, and the two indicators at a high level in the industry once again confirmed the system strength of Dongfeng Nissan.
"The world of martial arts, only fast is not broken", fast, is also the performance of the strength of the enterprise system. At the beginning of the new year of 2022, Dongfeng Nissan has changed rapidly, on the one hand, it will incorporate Infiniti into the system to respond to market competition with a multi-brand cascade layout, and on the other hand, it will accelerate the transformation of electric drive and compete for new energy tracks. Not only that, in terms of digital transformation, Dongfeng Nissan is also one step ahead - after 4 years of exploration, it has formed its own digital system of the whole value chain, just like Gao Guolin said, "Digitalization is a must-answer question to promote the development of the industry, and the digitalization of Dongfeng Nissan is to cover the whole life cycle of users and directly connect customers to digitalization."
Under the great changes, no one can see the future clearly, but it is still necessary to look forward to the future, which is a comprehensive test of the strategic direction and system strength of the enterprise. When the opportunity is made, bravely plotting changes, and looking for certainty in uncertainty, this is Dongfeng Nissan, a young teenager who always runs in front of the market and charges forward.
Teenagers cut through thorns, the future is still promising!
-END-
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Zhao Wenhua
Mixed car circle for 20 years, the biggest advantage is more true, love to tell the truth
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