Recently, Nissan China announced sales in the Chinese market in February this year. According to the data, Zhengzhou Nissan sold 3457 vehicles in February, after deducting the monthly sales of 2490 Dongfeng Ruiqi, it is not difficult for us to make such an inference: the monthly sales of Zhengzhou Nissan's two SUV models are actually less than 4 figures. It can be seen that although today's Zhengzhou Nissan has obtained the production qualification of the four-cylinder Qijun, such sales performance is actually not as good as the "three-cylinder Qijun" on the Internet.
As another joint venture brand incubated by Nissan in the Chinese market, although Dongfeng Nissan has maintained a good sales performance in the past year, from the feedback of the terminal market, many users are quite critical of the quality of Dongfeng Nissan's unsatisfactory new car. According to the statistics of the car quality network, in February this year, the number of complaints on the website was top 30 models, and Dongfeng Nissan's Xuanyi, Qashqai, Qijun and Tianlai were among them, which shows that from the sedan to the SUV market, Nissan's new car quality control has also caused many users a deep headache.
In fact, the reason why Nissan Motor has been able to successfully establish its position in the Chinese market after Toyota and Honda is precisely because the brand has long been able to rely on the label of affordability and "technology Nissan", allowing the Chinese people to deepen their understanding of Nissan's brand value and hard power. However, over the years, in the face of changes in the domestic passenger car market, Nissan does not seem to have accurately grasped the pulse of the times. When Toyota and Honda began to exert efforts in the MPV market segment, Nissan still seemed to be "dead" to sedans and SUVs, even though GAC Mitsubishi had released its first pure electric SUV Atuka on the evening of March 23, but the only pure tram on Nissan's side was actually "oil to electricity" Xuanyi pure electricity.
It is worth noting that in recent times, Dongfeng Nissan dealers across the country have had to deal with the price reduction of their Xuanyi pure electricity under the influence of inventory pressure and other factors. At the end of February this year, a Dongfeng Nissan 4S store in Chengdu released a detailed price reduction through the automotive website, and the original price of Xuanyi Pure Electric 2020 EV Comfort Edition was only 153,000 yuan. On March 24 this year, five dealers in Shenzhen also released price reduction news on the same platform, and the highest discount was even given to 85,000.
Yes, it is already 2022, and many Dongfeng Nissan's 4S stores are still facing a lot of market pressure because of the 2020 Xuanyi pure electricity. In fact, as early as 2020, the domestic new energy vehicle market first saw an explosive trend, and many traditional car companies that relied on the technical route of "oil to electricity" in the past also began to independently develop pure electric platforms. As a "oil to electricity" Xuanyi pure electricity sales cold, in fact, is also because the product value of this car, has been unable to respond to the needs of consumers in time.
It is true that in today's domestic fuel vehicle market, many of Nissan's models still have a lot of influence in the market segment. However, from the perspective of the long-term development of the entire domestic car market, Nissan still has a long way to go for how to better meet the demand for high-quality passenger cars from Chinese consumers in the future world. Like Nissan, many joint venture brands in the past have a good brand premium ability, but in the face of the sudden rise of independent brands, they can also let more bargaining power and open the market by improving the price advantage of their own models. Affected by this, Nissan, which has been focusing on the economic comfort label in the joint venture brand camp, can no longer take the price advantage.
Due to the brand advantages of the joint venture brand in the Chinese market for a long time, in the current domestic fuel vehicle market, we can still find that the best-selling fuel vehicles with a price of 200,000-300,000 are still dominated by the joint venture brand. It can be seen that the sudden rise of independent brands may not be able to directly change the industry pattern in a short period of time, but combined with the phenomenon of joint venture brands actively reducing prices mentioned above, we can also conclude that it is the rise of independent brands that has made many joint venture brands feel a lot of pressure.
On March 25, Dongfeng Nissan officially launched a new car. However, from the new configuration of this new car, it is not difficult for us to find the fatal factor that today's Dongfeng Nissan is difficult to find the glory of that year. It is understood that the new car listed on March 25 is the Dongfeng Nissan Venucia big V dark horse version, the biggest highlight of the new car is neither the upgrade and optimization of the powertrain, nor the continuous enrichment of the intelligent technology configuration, but the continuation of the design of Venucia's current model, on this basis, the appearance of the whole car will be black painted, and the interior will be replaced by red and black colors.
Yes, as a once brilliant joint venture brand, the highlight of Dongfeng Nissan's new car is only "new products and old wine". For the entire Japanese product brand, if 2022 still cannot face the rise of independent brands with a more objective and comprehensive attitude, perhaps Nissan in 2022 may not be able to show more signs of improvement in the Chinese market.