Speaking of the Japanese "Three Musketeers", everyone may know that they are referring to the three major brands of Toyota, Honda and Nissan, and in the past many years, the sales of these three Major Japanese brands in the domestic market are very good, and they have the momentum of your singing and debuting. However, in the past two years, the intensity of competition between the "three musketeers" does not seem to be as strong as before, the reason is very simple, that is, from the perspective of the balance of power, the Japanese top three have opened up the gap, to put it bluntly, Toyota is getting stronger and stronger, Honda has maintained a long-term excellent performance, and Nissan is getting more and more "slipping out".
A few days ago, Nissan announced its sales data in China for February 2022, and the total sales of passenger cars under Dongfeng Nissan's three major brands of Nissan, Venucia and Infiniti were 63,688 units, down 1.5% year-on-year. This sales data actually looks very good, because there are at least more than 60,000 vehicles in a single month, but if the sales of Dongfeng Nissan's subdivided models are split, then we can actually see that the current Dongfeng Nissan has actually shown a lot of dangerous signals.
According to Dongfeng Nissan's sales data, in February, Tianlai's sales in the month were 10,268 vehicles, an increase of 37.2% year-on-year; the sales of the current model Xuanyi were 28,519 vehicles, compared with the monthly sales data of more than 50,000 vehicles at the peak, and now Xuanyi does not seem to be so strong; Qashqai sales in the month were 9743 vehicles, an increase of 7.6% year-on-year. The total sales of these three models is 48,530 units, and the remaining Sales of other models of the Japanese brand, Venucia and Infiniti are 15,158 units, but Nissan has not announced the sales of Venucia and Infiniti. Of course, the most critical problem is that Nissan has not released the sales data of X-Trail, which is basically nothing to say, it must be because the sales of X-Jun are too ugly, no matter how to play the "word game", there is no way to make the sales data of this car look like a best-selling meaning.
Everyone also knows that since the new X-Trail replaced with a 1.5T three-cylinder engine, the sales of the X-Trail car have been in a slump, the previous generation of models often sold more than 10,000 a month, and the sales volume ranked in the top ten monthly sales of domestic SUVs has gone, and the sales in January are only one or two thousand. Of course, after the sales of the new Qijun were "decadent", half of Dongfeng Nissan's sales were cut down. It can be said that after the sales of Qijun fell sharply and was not enough to bear the main sales force, the situation of Dongfeng Nissan was worse than before.
Maybe everyone will say that the defeat of a car of Qijun will not affect the entire Dongfeng Nissan, right? In fact, before the new X-Trail was listed, that is, when the previous generation of X-Trail was still selling well, in fact, many hidden worries were already revealed. We can see that now Dongfeng Nissan's absolute sense of the model is Xuanyi, Xuanyi occupies a very high proportion of total sales, many months even more than half, it can be said that the success or failure of Xuanyi determines the success or failure of Dongfeng Nissan, and for a relatively "healthy" car brand and manufacturers, a car determines the fate of a brand, which is itself extremely variable.
Of course, through the sales in February, we can see that the only models that can really be regarded as best-selling models under the Dongfeng Day product brand are Xuanyi and Tianlai, Xuanyi naturally does not need to say more, two generations of models are on sale at the same time, the price of the old models is cheap, and it can indeed attract many consumers to buy. As a medium-sized sedan product, The monthly sales of Tianlai can exceed 10,000 vehicles, which is still quite a good performance. In addition, there are very few products that can basically be taken, compared to toyota and Honda's multi-point blossoming, Nissan only has two best-selling cars, which is like walking on thin ice in the domestic market.
And the more difficult problem is that within Dongfeng Nissan, in addition to the Japanese product brand, Venucia and Infiniti are embarrassed, Infiniti as a luxury brand is not much to say, the sense of market presence and sales and the acura brand to defeat the domestic market is almost the same, basically do not expect Infiniti to contribute to Dongfeng Nissan sales. Venucia has experienced an independent return, and in essence, there has been no qualitative change, it is still a relatively weak second-tier brand, which cannot be ranked in the joint venture brand, and there is no sense of existence in the independent brand, with a total sales volume of 50,494 vehicles in the second half of 2021, with an average of less than 10,000 vehicles per month. Therefore, the current Dongfeng Nissan seems to have three major brands of Nissan, Venucia and Infiniti, but the main force is the Japanese product brand, and the Japanese product brand is supported by Xuanyi and Tianlai.
So in fact, the current Japanese product brand, from the overall point of view, in the country is in a state of defeat and retreat, it can be said that Nissan's biggest fiasco in the past one or two years is to confidently replace the new X-Trail with a three-cylinder engine, and then a failure, but in fact, from Xuanyi to Nissan's absolute sales force, other models and brands are relatively weak, it has set the tone, if Nissan can not have a big role in the field of new energy, SUV field, the possibility of the Japanese three remaining Toyota, Honda two strong is great.