Recently, the Association announced the sales volume of December 2021, and Dongfeng Nissan Tianlai achieved monthly sales of 20,008 vehicles, returning to the era of monthly sales of 20,000+, and finally qualified to be called "Japanese Three Musketeers" with GAC Honda Accord and GAC Toyota Camry again.
Judging from the sales volume of the past six months, Tianlai has been showing an upward growth, compared with it, which was once about to become a marginal model, which is simply incomparable.
It is worth mentioning that the 2.0L naturally aspirated version of Tianlai is the most selected model, while the 2.0T turbo version, which claims to be a combination of black technology, is rarely supported. It seems that most Nissan Tianlai owners are still pursuing stability and economy, they do not need the powerful power output of the 2.0T engine version, nor do they care whether they have the 6-second zero-hundred acceleration advertised by the manufacturer, as long as it is economical and cheap enough.
It can be said that Dongfeng Nissan has simply studied the user's shopping psychology clearly. Price war, one trick to eat all over the sky.
In terms of specific models, leaving aside the beggar version model, the official guidance price of the 2.0L comfort version of Tianlai is 187,800 yuan, the cash discount in the terminal market is about 20,000 yuan, and the price of the naked car is about 160,000 yuan. Although it only cost 0.8 million yuan more than the beggar version, it was exchanged for LED headlights, LED daytime running lights, automatic headlights, segmented panoramic sunroofs, multi-functional leather steering wheels, 8-inch central control screens, voice recognition control systems, internet of vehicles, master/co-pilot electric seat adjustment, leather seats, reversing images, cruise control, automatic parking system, electronic handbrakes, built-in driving recorders, front row keyless entry, automatic dual-zone air conditioning, 17-inch aluminum alloy wheels and other technical configurations required for most car scenes.
This 2.0L Tianlai Comfort Edition, counting the purchase tax and insurance, is only more than 180,000 yuan, less than 190,000 yuan can land. On the other hand, toyota Camry, even low-end models can not be bought, and Camry's low-end model configuration is indeed unsightly, in addition to the Honda Accord's same price model configuration is also relatively shabby, if the budget is limited, Nissan Tianlai is obviously more suitable to start.
Of course, Camry and Accord sales are also very good, but they do not rely on pure price war volume, but through excellent comprehensive strength and overall value to win the reputation of users. Specifically, camry's 2.5L fuel version and hybrid version account for more than half of the sales of the car series, while the 2.0T version of Tianlai is rarely asked, which is obviously out of reach.
Perhaps in the view of Dongfeng Nissan, instead of improving the product value like the new generation of X-Trail, it will eventually use a three-cylinder engine to lift a stone and drop it on its own feet, and even resume the production of the old X-Trail. It is better to carry out the price war of Xuanyi to the end, at least from the perspective of sales, Tianlai has indeed played a beautiful turnaround battle in the past six months.
After all, the car purchase budget that can be landed for 180,000 yuan has touched the comfort zone of high-quality A-class and A+ sedans such as Volkswagen Sagittarius and Volkswagen Golf, even if some petty bourgeois users who pursue quality will not be impressed by the low price of Nissan Tianlai, but this price does have a certain lethality in the joint venture B-class car market, especially the potential users of Hyundai Sonata and Kia K5, a slight increase in budget can buy relatively mainstream, more convenient maintenance, and higher second-hand retention rate of Nissan Tianlai, why not enjoy it?
Of course, if you were to ask me if I would choose Nissan, my answer is, no.
First of all, the Nissan Tianlai 2.0L version of the powertrain has low technical content, mediocre power performance, and obvious acceleration lag in the middle and rear sections, which has poor ability to get out of trouble in specific cases. The 2.0T version has good power, but the overall stability is worrying, and the fuel consumption performance has not reached the level of advertised.
In addition, Nissan's powertrain can be selected too little, Toyota Camry provides a 2.5L fuel version, and provides a hybrid version of oil and electricity, in the case of ensuring power, the cost of the car has not risen. Volkswagen Passat and Magotan are equipped with 2.0T standard power turbocharged engines, which take into account power and fuel consumption, and have won the praise of many car owners. If Nissan Tianlai had more powertrain options, it might be able to change the perception of this writer and similar users.
In terms of safety, Nissan Tianlai has not won the recognition of people inside and outside the industry. Competitor Toyota Camry is based on the TNGA architecture, and the overall safety is obvious to all. Volkswagen Passat has been targeted and strengthened by the "real hammer" of China Insurance Research Institute, and the follow-up test has reached excellent standards. The safety of Nissan Tianlai is slightly insufficient.
Finally, although the price war can quickly change the sales volume of a product in a short period of time, it comes at the cost of further damaging the brand value and locking the price range of the product firmly. Although Nissan Tianlai barely sees the past in terms of sales, the profit of the bicycle is very limited, and the 2.0T super variable engine that the manufacturer has spent a lot of effort to develop is still not accepted by the public.
It can be seen that in the future development, especially in terms of the degree of acceptance by young users, Dongfeng Nissan needs to spend more energy on how to get out of the predicament, and how to make the vast majority of consumers truly recognize "technology Nissan" instead of "price reduction Nissan".
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