In recent years, the news about Dongfeng Nissan is more xuanyi's car sales champion throne, or the only news that has triggered discussion. In the past two years, it has added lace news that has been built with huge sums of money and is "different" from other three-cylinder engines, and the three-cylinder novelty jun runs the desert.
Starting from the 2005 Dongfeng Nissan Action Plan, Dongfeng Nissan has rapidly developed into a national production capacity layout and millions of vehicles, however, after experiencing the two events that swept away the two major parent companies of the Dongfeng Group and the Renault-Nissan-Mitsubishi Alliance, Dongfeng Nissan seems to have lost its direction of development, at least it has lost its precious opportunity.
In 2018, Dongfeng Nissan reached 10 million vehicle production and sales; in 2021, Dongfeng Nissan sold 1,134,889 vehicles, with sales exceeding the million mark for seven consecutive years, but annual sales fell by 6.4% year-on-year.
From the transfer of then President Ren Yong to the transfer of Venucia to Dongfeng's own brand, and then to another factory settled in Wuhan, Hubei Province, where the headquarters of Dongfeng Group is located, Dongfeng Nissan has lost the barbaric rapid development of Guangzhou and Shangao Emperor Yuan.
As The largest joint venture in China and the only two major remaining sources of passenger car sales for Dongfeng Motor Group, Dongfeng Nissan has high hopes and, more bluntly, a source of profit.
When the headquarters of Dongfeng Group is located in Wuhan, Dongfeng Fengshen, Dongfeng Dongfeng Dongfeng Automobile and Dongfeng Renault can not be pinned on high hopes, Dongfeng Nissan Wuhan factory has become an inevitable choice.
As Ghosn fled Japan, the internal strife of the Renault-Nissan-Mitsubishi Alliance came to a temporary end, further mergers stopped, and new alliance members were halted.
In the post-Ghosn era, the alliance's solution to internal conflicts: the three companies divide their respective roles and development priorities, Renault is responsible for Europe, Nissan is responsible for China, and Mitsubishi is in charge of Southeast Asia.
Didn't expect the league to be serious!
Renault withdrew from Dongfeng Renault, giving way to Dongfeng's high-end electric vehicle brand Lantu; GAC Mitsubishi collapsed, imported GAC Aean's pure electric vehicle, and pasted its own Mitsubishi logo; as for Dongfeng Nissan, it was also dizzy, and X-Jun, one of the two main sources of sales, dared to use a 1.5T three-cylinder engine in its entire series.
Under the leadership of Ren Yong, who came from a financial background, Dongfeng Nissan once had unlimited scenery, the factory was built all the way from Guangzhou to Dalian and Zhengzhou, and there were not many popular joint venture independent brands left, and Venucia is still one of the mainstream automobile brands.
Today, Dongfeng Nissan has ushered in a number one from a financial background in 2021, he is Gao Guolin. Opening Gao Guolin's profile, the investment minister, the finance minister and other financial related experience is very rich, in other words, he can be said to be familiar with Dongfeng Nissan's money bag.
How will he solve the legacy of dongfeng group and Renault-Nissan-Mitsubishi alliance, so that Dongfeng Nissan can return to the fast track of development?
Let's not look at the sales competition with Volkswagen, GM and other car companies, even the four joint ventures of Honda and Toyota, which were far behind that year, are expected to complete the breakthrough of millions of vehicles this year, and Dongfeng Nissan's sales ranking in China will most likely go directly to the back four positions.
In this Chinese auto market, where the stronger the stronger and the weaker the weaker, once the sales are completely overshadowed by Honda and Toyota, will Nissan fall into the same black cycle as Changan Ford and Beijing Hyundai?
While car companies such as Honda and Toyota introduced new models on a large scale, Nissan models were dwindling, and even lost Renault as an ally. Today's Dongfeng Nissan relies more on the new and old Xuanyi to support itself, whether it is hybrid or electrified, it is far behind its competitors.
On the one hand, the pressure brought by the collective upward of independent brands to Venucia, on the other hand, honda and Toyota and other opponents that burned to the eyebrows, and finally, only this one Dongfeng Nissan, which should have had more focus on development, did not expect that the parent company of the two sides of the joint venture had undergone great changes, and the future was still unresolved.
Thinking that the words of "zero contribution of Chinese companies" made Dongfeng Nissan extremely embarrassed, but it also said the focus of Dongfeng Nissan's breakthrough. That is to pay more attention to the output of the Chinese market, not only the output of sales, but also the output of research and development and models.
From the two generations of Xuanyi in the same house, to the old Qijun incarnation of Qijun Glory, and then to the world's first Xuanyi e-POWER hybrid, Dongfeng Nissan should increase its localization efforts and listen to the voices of the Chinese market and users, especially in the intelligent field and the young market.
For example, with car companies such as GM and Ford getting lost, the three-cylinder engine can only be left with Nissan X-Trail. GM and Ford still have north American markets to go back, and Nissan can't go back.
As a financial and investment background, Gao Guolin is well aware of the development trend of the Chinese market and also knows the advantages of China's local automobile industry chain. How to make these advantages a new development momentum of Dongfeng Nissan may not be decided by Dongfeng Nissan alone.
The problem remains that the two joint venture parent companies: Dongfeng does not have local models and technologies to offer, and the Renault-Nissan-Mitsubishi alliance has gone its own way.
To lead the development of Dongfeng Nissan in the new era of automobiles, what Gao Guolin wants to do is to let the two parent companies follow the development wishes of Dongfeng Nissan under the premise of localization. It's difficult, but for the transnational alliance far from the Chinese market and the East Wind, which can't stand on its own, it has become Gao Guolin's only choice.
The words of the money bag must be listened to when it should be listened to, after all, between this in and out, whether it is a bulging wallet or a bottomless pit is also a matter of clarity.
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