Source of this article: Time Weekly Author: Cao Wei
2021 has become a thing of the past, and in a year when the entire automotive industry is facing many uncertainties, Dongfeng Nissan bucked the trend and reached 1134889 terminal sales for the whole year. Among them, the cumulative annual terminal sales of Japanese product brands 1047073 vehicles, which lasted for the seventh consecutive year, and the sales volume exceeded one million; Dongfeng Nissan Venucia retailed 87,816 terminals in 2021, an increase of 11.6% year-on-year; and the mainstream joint venture non-luxury market share reached 12.1% from January to November. In the face of unprecedented tests, Dongfeng Nissan successfully passed the examination with excellent performance.
Combat synergy under the cohesion of multiple brands
Under the new consumer trend, Dongfeng Nissan's multi-brand strategic layout is opportune. Following Venucia's return to Dongfeng Nissan in early 2021, Infiniti was officially incorporated into the Dongfeng Nissan management system in January 2022, and together with nissan and Venucia brands, it became the third brand under Dongfeng Nissan, and Dongfeng Nissan also entered the multi-brand synergy stage.
For the Japanese product brand, Dongfeng Nissan continues to renew new products and technologies, and continues to polish the golden signboard of technology Nissan. Dongfeng Nissan closely follows the wave of "new four modernizations" of automobiles and the upgrading of consumer demand-driven technology, and makes all-round efforts in the three major areas of intelligent driving, intelligent interconnection and intelligent power, bringing more connected, more exciting and more confident people, cars and lives. For the Venucia brand, Dongfeng Nissan will give full play to the unique advantages of venucia brand in terms of local technology in new energy and intelligent networking, and take venucia brand as the forerunner of intelligence, electrification and rejuvenation. In 2021, the cumulative retail volume of the three EV models of the Venucia brand doubled year-on-year, and the sales of electric vehicles accounted for more than 15%. Next, the launch of three new energy vehicles will be completed in two years. With the addition of the Infiniti brand, Dongfeng Nissan will further explore the opportunities in the luxury car market from the aspects of electrification, autonomous driving, mobile Internet and shared mobility services.
Multi-track power path to grab the beach "double carbon" target
Under the dual carbon target, the automotive market presents a situation of diversification of choices. The multi-pronged multi-track power path proposed by Dongfeng Nissan in the three major technical routes of fuel, e-POWER and pure electricity will be the optimal solution to the current "double carbon" goal of grabbing the beach.
Dongfeng Nissan leads the fuel power market with VC-Turbo super variable engine, and e-POWER and Zero Emission Nissan pure electricity form a green synergy in the low-carbon era, which has become the technical blade of the company's green and low-carbon transformation. VC-Turbo Super Variable Engine ensures power output while taking into account fuel economy, e-POWER innovatively brings a new choice of electric drive without charging" to the Chinese market. In 2021, the first e-POWER model in China officially landed; by 2025, Dongfeng Nissan plans to launch seven e-POWER models in China. Under the premise of achieving zero emissions, Zero Emission Nissan Pure Electric leads Dongfeng Nissan to further move towards intelligence and automatic driving. Zero Emission Nissan Pure Electric will be installed in Nissan Ariaya and introduced to China in 2022, comprehensively presenting Nissan's leading technologies in the three major fields of intelligent driving, intelligent power, and intelligent interconnection. By 2025, Zero Emission will be installed in all three models.
The uncertain situation can best test the strength of the enterprise system
For the automobile manufacturing industry with a large and complex industrial chain, the system strength of enterprises can be most tested under the uncertain situation.
In 2021, the global chip crisis is intensifying. Based on the ability of the supply chain system, Dongfeng Nissan has launched a four-word policy of "grabbing", "adjusting", "waiting" and "replacing" in response to the problem of lack of cores.
Among them, "grab" refers to multi-channel coordinated efforts to snap up chip resources; "adjustment" refers to the production and marketing team to work closely together, make full use of existing resources, balance and optimize the production structure; "to" refers to the lack of parts in the case of feasible parts, priority of missing parts of the line, wait until the parts arrive after reloading; "substitution" refers to the establishment of a chip database, to discuss the alternative solutions for shortage chips. In the end, the impact of the lack of core on Dongfeng Nissan's goal was controlled within 15%, reflecting a strong supply chain system.
Digitalization enables value innovation
There is no doubt that the automobile industry is moving from the traditional industrial era to the digital age, and digitalization is an important part of the transformation and upgrading of the automobile industry.
In the "must-answer question" of digitalization, Dongfeng Nissan has already launched a lot of practice and exploration. In terms of product digitization, through digital means, the traditional car has evolved into a smart car and become a new mobile terminal. Under the empowerment of digitalization, Dongfeng Nissan is building a smarter "people, cars and life" ecosystem, and as of now, the number of vehicles connected by Dongfeng Nissan's dual-brand vehicle network has exceeded 3 million.
In terms of marketing digitalization, Dongfeng Nissan has created a digital operation covering the entire life cycle of users. In the future, Dongfeng Nissan will also build and enrich marketing content on the basis of the vehicle ecosystem, so as to achieve full coverage of customers and potential customers, and one-stop satisfaction of user life cycle.
Nowadays, electrification, networking, intelligence and sharing are writing a new order in the automotive industry, and the automotive industry has once again come to the intersection of new and old history. Dongfeng Nissan will take "multi-brand, multi-track" as the core layout to establish a high-quality development path under the change of the industry. The 18 years of market hardening and profound cultural precipitation have enabled Dongfeng Nissan to forge a system force that goes deep into the whole value chain, and various fields form an integrated and efficient operation, building a 'moat' for enterprise development and ensuring that Dongfeng Nissan is stable and far-reaching under the uncertain situation.
Text/Cao Wei