According to the sales data released by Dongfeng Nissan, Dongfeng Nissan's terminal sales in February were 63,688 vehicles, of which 55,795 vehicles were sold in February. It seems that although Nissan's sales have declined, the sales of 55,000 vehicles seem to be quite good, less than the top, more than the bottom. However, if you carefully analyze Nissan's sales volume, you will find problems.
In the field of cars, Nissan has models such as Qida, Xuanyi, Bluebird, Tianlai, and Sima and in the field of SUVs, such as Qashqai, Jinke, Qijun, Loulan, Tuda and so on. In the past, Nissan was the fundamentals of the models in the two segments of Xuanyi and Qijun to support sales, coupled with the relatively good sales performance of Tianlai Qashqai, so that Nissan's sales have always been able to rank in the first line, but now the situation has changed.
Xuanyi's terminal sales in February were 28,000 vehicles, accounting for more than 50% of Nissan's sales, except for Xuanyi, Nissan's sales of other models were not too prominent, and the sales of Tianlai and Qashqai hovered around 10,000. The entire Nissan SUV family added up, only to achieve sales of 18,000 vehicles, in addition to the Qashqai 9700 vehicles, X-Trail's sales were not announced, but the actual sales must be very dismal, according to the data of the Association, even with the addition of X-Trail glory, Nissan X-Trail's sales in January this year is only 1184 vehicles, X-Trail's sales in February, it is estimated that it is more than 1,000 vehicles.
Originally, Nissan SUV and sedan field, each had a popular model, coupled with the EPOWER model listed this year, Nissan was originally a good situation, but it was born by Nissan. Nissan stubbornly wants to get on the three-cylinder model, thinking that it has VC-TURBO technology support, the vibration of the three-cylinder model can be well suppressed, but it underestimates the degree of rejection of the Chinese people for the three-cylinder model, resulting in the sales of X-Jun quickly fell off the altar, even if the resumption of four-cylinder is useless, X-Jun from the top ten models in the SUV sales list, to now in the top fifty sales are difficult to trace.
Looking at the car, Xuanyi is the sales champion of the domestic car market in 2021, but now under the siege of competitors, there is no previous strong performance, domestic hybrid models, such as Qin PLUS DM-i are constantly encroaching on Xuanyi's market share, and as Nissan's sales responsibility today, Xuanyi can not afford to lose, once Xuanyi follows in the footsteps of Qijun, Nissan's sales will face a real cliff-like decline.
Nissan's real problem is that the competitiveness of its products continues to decline, and there are no more products to hand except Xuanyi. In contrast, other first-line car brands rarely rely too much on one model like Nissan. Toyota's Corolla, Camry, Rongfang, Highlander. Volkswagen's Langyi, Passat, Magotan. Honda's Civic, Accord, CRV, etc., have a more balanced distribution of sales and a higher fault tolerance rate.
In addition to relying too much on Xuanyi, Nissan's high-end brand Infiniti positioning has been very embarrassing, just on the 315 party, and encountered the problem of spokesperson overturning, Infiniti's sales after entering the country has been tepid, there are BBA, under the "two fields", Volkswagen and other brands of high-end models, two sides of the Infiniti is struggling.
In addition, Nissan's quality problems are also constantly affecting the reputation of the Japanese product brand, especially the problem of CVT gearbox, in order to reduce costs, the steel belt used in Dongfeng Nissan's CVT gearbox is the cheapest steel belt in Bosch, the durability is poor, although the driving life increases, many Nissan's CVTs have a strange problem, and even need to replace the valve body.
Nissan's current appearance seems to be quite good, but the crisis has emerged, but under Xuanyi's strong performance, Nissan's problems have been covered up, but the question is, how long can Xuanyi's strong performance be maintained? With the rise of independent brands, domestic hybrid technology blooming everywhere, Xuanyi's sales will undoubtedly be greatly impacted, although Nissan is actively undergoing electrification transformation, but for Nissan, there is not much time left for it.