Under the change of the industry, Dongfeng Nissan established new coordinates and new paths to lay out multi-brand and multi-track

Guangzhou Auto Show Dongfeng Nissan booth Enterprise courtesy of the enterprise

In 2021, for the Chinese auto market is a year full of opportunities and challenges, Fu Bingfeng, executive vice president and secretary general of the China Association of Automobile Manufacturers, said that china's total automobile sales are expected to exceed 26 million in 2021. Under the uncertainty of the macro situation, the general trend of electric drive and intelligence is becoming more and more obvious, the automobile industry is facing a new order, and the coordinate system of the industry is also shifting. Enterprises that can keep up with and even lead the development of the industry can achieve a leap in the future competition.

In 2021, Dongfeng Nissan's sales reached 1.1349 million units, and its Venucia division sold 87,800 vehicles, an increase of 11.6% year-on-year.

"After 18 years, Dongfeng Nissan has continued to rank first in the joint venture car companies, reaching a customer base of more than 14 million, which is our moat. In the future, Dongfeng Nissan will take green, low-carbon and digital intelligence as the starting point, lay out a multi-brand, multi-track strategy, establish clear coordinates and paths, maintain the synergy, flexibility and aggressiveness of the system, and promote the high-quality development of enterprises. Gao Guolin, vice president of Dongfeng Motor Co., Ltd., said.

As Gao Guolin said, Dongfeng Nissan has achieved initial results in multi-brand tactics, while adhering to the technical track, and taking a three-pronged approach to fuel, e-POWER and pure electricity. Relying on the brand's strong R&D, manufacturing, marketing, marketing and other plate resource synergy, with the help of the digital capabilities of the new growth engine that empowers the whole value chain, under the uncertain macro situation, it has taken a solid and steady step, trying to clarify its strategic positioning and achieve high-quality development in the new order.

Multi-brand collaboration Nissan-Venucia-Infiniti's "five fingers clenched into a fist"

At the beginning of 2021, Venucia returned to Dongfeng Nissan, and in January 2022, Infiniti was officially included in the Nissan management system, and the prelude to the multi-brand collaboration stage of Dongfeng Nissan was also launched.

Nowadays, the three major brands have their own division of labor and cooperative operation, which has a sense of five fingers shaking into a fist. Dongfeng Nissan will become the backbone of Technology Nissan, and will consolidate the benchmark position of "Technology Nissan" by continuously renewing new products and technologies. Under the new four modernizations of automobiles and consumer demand for technology, Dongfeng Nissan has made full efforts in the three major areas of intelligent driving, intelligent interconnection and intelligent power, and supported the "Nissan Zhixing" technology with five major technologies of super intelligent driving, super intelligent connection, super variable engine, e-POWER and Nissan pure electricity.

Venucia brand will give full play to its unique advantages in local technology in new energy and intelligent networking, and become the forerunner of intelligence, electrification and rejuvenation. In 2021, the cumulative retail sales of the three EV models of the Venucia brand doubled year-on-year, and the sales of electric vehicles accounted for more than 15%; Venucia Big V, as the first young tide force SUV of the Venucia brand, is an important step in the rejuvenation of the brand layout. In the future, venucia brand will take electric drive 2022 as its strategy and will complete the launch of three new energy vehicles in two years.

As an established luxury brand in China, Infiniti brand will further explore opportunities in the luxury car market and expand its boundaries. With the addition of the Infiniti brand, Dongfeng Nissan has completed a cascade layout of joint ventures, autonomy and luxury, further tapping the opportunities in the luxury car market from the aspects of electrification, automatic driving, mobile Internet and shared travel services. In 2022, Infiniti will introduce products such as the new QX60.

Nissan-Venucia-Infiniti multi-brand coordinated layout, in the technology, new energy, luxury and other fields of active attack. It is believed that under the strength of a more national system, Dongfeng Nissan can open up a new pattern of the market and form an advantageous competitiveness under the change of market structure.

The multi-track technology layout may become the optimal solution under the "double carbon" goal

As an important part of China's "carbon peak" and "carbon neutrality" strategy, new energy vehicles have also been discussed a lot in terms of carbon emissions and technical routes throughout the life cycle. In order to help achieve the goals of "carbon peaking" and "carbon neutrality" and meet the diversified needs of consumers, Dongfeng Nissan has proposed a multi-pronged strategy of three major technical routes of fuel oil, e-POWER and pure electricity.

In terms of fuel technology, Dongfeng Nissan relies on the VC-Turbo super variable engine to ensure power output while taking into account the fuel economy of the product. Under the new situation, the traditional internal combustion engine is developing in the direction of small displacement and high efficiency, and fuel vehicles must also make breakthroughs in energy conservation and emission reduction to adapt to strict environmental protection regulations. As the world's first mass-produced variable compression ratio turbocharged engine, the VC-Turbo Super Variable Engine has achieved a technological breakthrough in small displacement engines.

As Nissan's new generation of power technology, e-POWER has innovatively realized the advantages of retaining pure electricity without worrying about battery life anxiety, bringing a new choice of electric drive without charging to the Chinese market. In 2021, e-POWER China's first model officially landed, by 2025, Dongfeng Nissan plans to launch 7 related models in China, helping Dongfeng Nissan complete the green and low-carbon transformation.

Zero Emission Nissan Pure Electric will further achieve the goal of zero emissions. Thanks to the pure electric architecture, Zero Emission Nissan Pure Electric leads Dongfeng Nissan to further move towards intelligence and automatic driving under the premise of achieving zero emissions. The new technology will be installed on Nissan Aria and introduced to China in 2022.

Xin Yu, general manager of Dongfeng Nissan Automobile Sales Co., Ltd., said: "Dongfeng Nissan will lay out multiple tracks for fuel power, e-POWER and pure electricity, providing users with more diversified personalized choices while continuously promoting energy conservation and emission reduction goals. ”

System strength highlights The endogenous driving force to ensure the steady and long-term development of enterprises under the uncertain situation

In 2021, the epidemic, natural disasters and other issues are under great pressure on the automobile manufacturing industry with a large and complex industrial chain. Uncertain forms test the strength of the company's system – how to deal with the crisis and how to seize the opportunity? For Dongfeng Nissan, in the past 18 years, it has been rooted in the Chinese market, connecting high-quality enterprises at home and abroad, forming an efficient collaboration and efficient operation in various fields of research and development, manufacturing, marketing, channels and services, providing services for 14 million users and creating a strong system.

In the face of the global chip supply shortage, Dongfeng Nissan has launched the four-word policy of "grab", "adjust", "wait" and "replace" for the lack of cores based on the supply chain system capabilities. Under the methods of multi-channel collaboration, balanced optimization of production structure, establishment of chip database, and discussion of alternative solutions for shortage chips, the impact of missing cores on dongfeng Nissan's goal was finally controlled within 15%, exceeding the industry level of 30%.

In 2021, when there are many dangers, Dongfeng Nissan, through its systematic strength, not only efficiently protects the rights and interests of suppliers, dealers and customers, but also demonstrates the social responsibility of head car companies when there is spare energy. For example, in response to the rare rainstorm in Zhengzhou in July, Dongfeng Nissan quickly launched a 24-hour disaster response mechanism, opened a 24-hour emergency rescue channel for the families of dual-brand car owners involved in the disaster, and provided after-sales and material assistance for car owners in the affected areas.

In terms of channel protection, Dongfeng Nissan starts through two major paths of internal collaboration and external empowerment, and helps dealer partners improve profitability through comprehensive diagnosis of dealers' revenue results, business processes, content control, etc

"After 18 years of market hardening and profound cultural precipitation, Dongfeng Nissan has forged a system force that goes deep into the whole value chain, and the fields of business and enterprise, research and development, manufacturing, marketing, channels and services form an efficient collaboration and efficient operation of the whole, and build a 'moat' for enterprise development." Gao Guolin said.

Towards digitalization: Dongfeng Nissan empowers the entire value chain and realizes a new growth engine for value innovation

Automotive digitalization is also a common concern of the industry, and in this "must-answer question", Dongfeng Nissan has already launched a lot of practice and exploration in 2018. Promote digital construction from multiple perspectives such as product, operation, and marketing.

In terms of product digitalization, Dongfeng Nissan is building a more intelligent "people, cars and life" ecosystem, and as of now, the number of vehicles on the Internet of Dongfeng Nissan's dual-brand vehicles has exceeded 3 million, and it is actively building a self-service travel ecology to support the development of vehicle rental formats and online ride-hailing business.

In terms of operational digitalization, Dongfeng Nissan has built a digital system for the whole process of R&D, manufacturing, marketing, channel to service operations to improve business operation efficiency. Projects such as the "end-to-end" R&D and manufacturing system that integrates from demand to mass production, the comprehensive visualization system of factory production process data, and the global journey data operation platform all demonstrate the efforts made by enterprises to digitize operations.

In terms of marketing digitalization, Dongfeng Nissan is reconstructing the marketing system with users as the center. For example, the smart 4S store that improves customer experience and the efficiency of the franchise store through the intelligence of the showroom and after-sales workshop, and the Nissan One App, which will soon become the main front of private domain operation, will help marketing from multiple angles and provide users with quality services.

Summary: The automotive industry is moving towards electric drive and intelligence, and although the era of the internal combustion engine is not over, new technologies and concepts have come like a tidal wave. Under the new automobile industry order of electrification, networking, intelligence and sharing, and at the intersection of the new and old history of the automotive industry, opportunities and challenges coexist. Dongfeng Nissan, which has more than 14 million customer base plates and 18 years of forging system strength, is also actively involved in the wave of innovation.

In front of the infinite opportunities of the times, Dongfeng Nissan takes "multi-brand, multi-track" as the core layout, and has anchored its own coordinates in the newly constructed automobile industry coordinate system, and in the future, this company may create a new high-quality development path under the industry changes.

Text/Bai Haotian Editor Song Yuting Proofreader Lu Qian