Editor-in-Chief | Zhang Kehuan
Edit | Zhang Li
Author | Fu Yu
Reports from The GreatAuto
"The only constant in the world is change itself." This quote from the world-famous writer and great thinker Spencer Johnson once again presents this truth in the fable book "Who Moved My Cheese".
In the automobile market, although the variables have been running through the historical journey of a hundred years, the crisis of the supply chain and the escalation of demand have once again become new factors affecting the market, and the changes in the automobile market are unprecedented.
In this context, how to seize the present and win the future has become a more complex issue facing many brands. And Dongfeng Nissan, which has stood in the position of million sales for the seventh consecutive year, also has its own answer.
Grab the moment
Dongfeng Nissan seven over million mark
For the whole of 2021, Dongfeng Nissan's cumulative sales reached 1.134 million units, which is also the seventh consecutive year that the wuhan-based veteran manufacturer has achieved million sales.
Generally speaking, the first five years are the embodiment of its overall strength, and the next two years, especially in the post-epidemic era of 2021, the chip crisis led to the continuous decline in production capacity of car companies, Dongfeng Nissan has shown the strength of its system.
Under the strong system force, the per capita sales volume of Dongfeng Nissan's model library will be responsible for 2021. As always, Xuanyi models are the best sales of this huge car company, and finally lead the entire family car market with a cumulative result of 510,000 vehicles.
In addition to staying ahead of Xuanyi, Dongfeng Nissan in 2021 has also burst out more sales growth points, such as the seventh generation of Tianlai. Equipped with the seventh generation of Nissan's "Sanchao Technology", The 7th Generation Tianlai combines Nissan's core technologies "VC-TURBO Super Variable Engine", "ProPILOT Super Intelligent Driving" and "Nissan Connect Super Intelligent Connection" in one, and after the strength is doubled, the sales performance has also increased significantly.
In December, Tianlai set the best monthly sales of 20,000+, an increase of 23.8% year-on-year, and the cumulative annual sales volume was 163,000 units, an increase of 38.7% year-on-year, which is also the best annual sales of Tianlai models.
In addition to the sedan market, in the SUV market, Dongfeng Nissan in 2021 with the same lineup of all-star models, in this more fierce market segment, won a good result. The cumulative sales volume of the SUV market exceeded 350,000 units throughout the year, of which the 2021 Qashqai conquered 160,000 users with strong driving control strength, making a considerable contribution to the overall sales of the brand.
It can be seen that whether it is the substantial growth of the seventh generation of Tianlai or the breakthrough of the 2021 Qashqai, the reason why Dongfeng Nissan's models can stand out in this thorny car market in 2021, the brand technology increase is an essential factor for its success.
The name "Technology Nissan" is a long-term consumer label for this old label, although we can not control the GTR per capita, but with the continuous upgrading of technology, Nissan users can also enjoy a more extreme control experience.
In the fuel vehicle camp, Dongfeng Nissan has introduced the VC-TURBO super variable engine, ProPILOT super intelligent driving and Nissan Connect super intelligent connection three technology-based technology square, such as the aforementioned seventh generation of tianlai, under the blessing of the three major technologies, the strength of the model has increased, and the consumer recognition has also increased.
With the further deepening of these technologies, according to Dongfeng Nissan's planning, in 2025, more than 30% of the models sold will be equipped with VC-TURBO super variable engine technology, 82% of Nissan's core models will be equipped with ProPILOT super intelligent driving technology, and more than 95% of Nissan models will be equipped with Nissan Connect super intelligent connection, which will continue to empower Dongfeng Nissan's models from the aspects of driving control and intelligence, and further upgrade the car experience of consumers in the fuel vehicle era.
The introduction of the three major technologies and the gradual broadening of models are the products of Dongfeng Nissan's thinking on what kind of changes should be made in fuel vehicles under the current wave of "new four modernizations", and in the face of deeper industrial changes and more active self-revolution, we can seize the opportunity of industry history.
So we can see that in 2021, dongfeng Nissan, in addition to seizing the advantages of fuel vehicles, is also laying out for the advantage of winning the future.
Win the future
Dongfeng Nissan chose a dual-technology route
If the three major technologies mentioned above are the biggest weights of Dongfeng Nissan in the era of fuel vehicles, then in terms of new energy, Dongfeng Nissan also uses the concept of "technology Nissan" to guide the brand to move forward in the industry reform.
Under the final impact of countries and regions on "carbon neutrality", low-carbon policies have also appeared, and in the automotive industry, electrification has gradually become the protagonist of the industry. However, in the view of Dongfeng Nissan, in order to achieve the goal of carbon reduction, in addition to the road of electric power, there is another option, that is, electric drive.
On the road to electrification, Nissan is gradually expanding new models with Zero Emission technology as the support, according to the plan, nissan Ariaya, which will be introduced to China in 2022, is the first model to be equipped with this technology, and in 2025, Dongfeng Nissan will have three models equipped with this technology.
In terms of electric drive, Dongfeng Nissan will use e-POWER technology as a support to achieve the goal of carbon reduction in the automotive industry. At last year's largest Tianjin Auto Show in the north, Dongfeng Nissan's booth had two highlights, one was the fully renovated Jinbus model, and the other was the first model unveiled by Dongfeng Nissan e-POWER in China.
e-POWER technology comes from Nissan's two strong team research and development, one is the output of the global car fans yearn for the GT-R team, its output of the legendary model although it has been discontinued, but still countless fans in the heart of the DREAM CAR, and a legendary team rooted in the field of new energy early - Nissan LEAF team, so far in the field of new energy can not break the record is their creation.
With 90 years of nissan's fuel vehicle handling advantages and 70 years of mature electric technology, the birth of e-POWER is a technological precipitation that Nissan is proud of. Through 100% fuel-fired power generation and 100% pure electric drive, it makes its driving experience extremely close to that of electric vehicles, smooth, quiet and comfortable, coupled with its high experimental value thermal efficiency of up to 50%, so that models equipped with this technology can optimally balance low fuel consumption and strong power.
Electric or electric drive? Dongfeng Nissan chose two parallel roads, power diversification, electric drive layout synchronization, carbon reduction this purpose is the same, but multiple roads forward can not only make this big ship in the face of the storm of reform more stable, after breaking through the revolutionary period, the structure of the enterprise can also be further upgraded.
With technology to prove technology, whether it is electrified Zero Emission or electric drive e-POWER, the technology of Dongfeng Nissan Two Roads provides a strong support for the transformation of the brand's already very popular fuel vehicle era to the new energy era.
In addition to the multi-technical route, Dongfeng Nissan also completed the construction of its multi-brand structure in 2021, the return of Venucia and the record high sales, coupled with the "integration" of Infiniti in early 2022, Dongfeng Nissan expanded from the initial mainstream brand models to young pioneer models, as well as high-end models, and the system strength is more abundant. Under the support of technology, the strength of several major brands will also be further consolidated.
Write at the end:
The market is changing rapidly, how to maintain the industry leadership in the tide of change? Active self-revolution before the smoke of gunfire is ignited can seize the opportunity of the industry revolution, and Dongfeng Nissan is officially like this.
Seeking the same brand status with technical means and strategic changes, Dongfeng Nissan has taken its own attitude towards 2022 and beyond, after winning the seventh year of million sales in 2021.
Under the background of a very rich product camp, Dongfeng Nissan empowers models through innovative technical means, and strives to gain momentum for winning the future on the basis of seizing the present.
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