Xuanyi slump, SUV waist cut, Dongfeng Nissan fell 33.5% year-on-year

It has been one year since the new generation of X-Trail officially unveiled at the Shanghai Auto Show, but the drag on Dongfeng Nissan is far from over.

Late March sales. Generally before the 6th of each month, Dongfeng Nissan released the sales data of the previous month, which may be two or three days earlier, but generally not more than 6 days, but this Year's March was postponed to the evening of April 8, and it was a weekend. All of this seems to indicate that this sales may not be simple.

On the evening of April 8, Nissan Motor China announced its march and first quarter sales results. Nissan Motor's China segment, including passenger cars and light commercial vehicles, sold 87,902 units, down 32.6% year-on-year, and from January to March, Nissan China's overall sales volume was 298,863 units, down 15.2% year-on-year.

However, the attention of light commercial vehicles is not high, and it is generally focused on the passenger car business sector, that is, the three major brands of Nissan, Venucia and Infiniti brands. Passenger car sales in March were 67,910 units, down 33.5% year-on-year, and cumulative sales in January-March were 242,931 units, down 16.9% year-on-year.

Just as there must be a demon when things go wrong, the reason why Dongfeng Nissan's sales in March were "difficult to give birth" was inseparable from the poor performance in March and the first quarter. Commenting on the decline in sales, Shohei Yamazaki, senior vice president of Nissan Motor Company, said: "The continued shortage of chips and supply chain disruptions due to the intensification of the COVID-19 pandemic have had a continuing impact on product production and sales. ”

Attributing the decline in sales to chip shortages and tight supply chains has become a fig leaf for many car companies. As early as April last year, Yamazaki Shohei said that due to the impact of the epidemic, the shortage of raw materials in the industry and the increasingly fierce market competition, there are still uncertainties in the short term. "Nissan will strengthen its cooperation with partners to meet the diversified needs of Chinese consumers for technology and products."

A full year has passed, and the cooperation with small partners has still been affected, and diversification has not been effective. "We will do our best to gradually resume production and sales in the coming months, there will be uncertainty and increasing competition in the supply chain in the short term, and the Chinese market will remain strong in the long run." Shohei Yamazaki said.

Relative to the external environment, it seems fresh and vulgar, in fact, since entering 2022, Dongfeng Nissan has fallen three times in a row, 1-3 months fell by 10.27%, 0.71%, 33.5% respectively, the overall decline in the first quarter fell by 16.9%, which is obviously not just the influence of external factors can be passed by.

According to the data, the sales volume of the Japanese product brand in March was 60,008 vehicles, down 37.48% year-on-year; the cumulative sales volume in the first quarter was 242341 vehicles, down 13.76% year-on-year. Venucia sold 7,151 units, an increase of 44.2% year-on-year, and cumulative sales of 24,575 units in the first quarter, an increase of 52.22% year-on-year. Calculations show that Infiniti has only 751 vehicles.

Just think, when the chip and supply chain are affected, does Dongfeng Nissan give priority to protecting Nissan or Venucia? Relatively with the toes can make decisions, save Nissan! So the question is, why is Venucia's sales not affected and continue to rise, but the sales of Daily product brands are declining? Obviously, it is not a sentence of supply chain impact that can prevaricate the past.

The reason for this, others can not guess, but it is not just caused by the tight supply chain, avoid the importance of light.

Affected by the sharp decline in sales, Dongfeng Nissan also has reservations about model sales. Only announced the monthly sales of Tianlai, Xuanyi and SUVs, as well as the quarterly sales of Qashqai, and the models such as Qijun and Qida, which were still hot sellers last year, were hidden in the snow.

Specifically, the sedan series models have declined across the board, especially the pillar model Xuanyi, which has fallen by more than 30%. In March, the total sales volume was 44,774 vehicles, of which Xuanyi and Tianlai contributed a total of 41,919 vehicles, and other models such as Qida and Bluebird sold more than 4,000 vehicles.

Seventh-generation Tianlai sold 11,679 units in March, down 7.29% year-on-year, and cumulative sales in the first quarter were 40,686 units, up 13.6% year-on-year. Relatively speaking, Tianlai is Dongfeng Nissan's Dinghaishen needle, and its monthly sales are relatively stable.

The Xuanyi series sold 30,240 units, down 31.6% year-on-year, and its monthly sales were 14,000 units less than last year; cumulative sales in the first quarter were 108741 units, down 12.7% year-on-year. Xuanyi's sales directly affect the ups and downs of the brand, and Xuanyi's three consecutive declines have also directly led to large fluctuations in Dongfeng Nissan.

Since the SUV has abandoned its own martial arts, Qida, BlueBird, etc. have become marginal models, and the importance of Xuanyi is self-evident, and the sales of new and old are guaranteed to ensure that sales are not lost. However, affected by the rise in oil prices, compact cars have been affected by hybrid models, BYD Qin and other rising momentum is strong, the gap between the two in terminal sales, the gap is further narrowing, Xuanyi's status as "family car king" may not be guaranteed.

After all, the volume of the car is not small, and the decline is also a process, leaving time for Dongfeng Nissan to adjust. However, the decline in SUVs is already tending to collapse. Total SUV sales in March were only 15,234 units, down 54.52% year-on-year and less than half of the same period last year. The reason is that the Qijun three-cylinder strategy bears the brunt of it. The SUV's strategic mistakes made Dongfeng Nissan pay for it.

In this era of talking about the discoloration of the three cylinders, how many car companies have hit the south wall before turning back, and finally they are all folding and sinking into the sand, and the end is dismal. Dongfeng Nissan did not believe in this evil at the beginning, and even for the strategy of adopting a three-cylinder engine, Zhang Jihui, deputy general manager of Dongfeng Nissan, said: "I hope that consumers will not tangle with three cylinders and four cylinders, since we dare to launch this car, we are confident." "

Today, the new Qijun has been unveiled for one year, from the monthly sales of more than 10,000 to hundreds of vehicles, I don't know if Zhang Jihui can still say, is he confident?

In the same period last year, the sales of a single model of X-Trail reached 14418 units, and now all SUV sales are only 15234 units, blind arrogance always has to pay a price, Dongfeng Nissan may not have estimated, the price is so large. The proud slogan of "Dongfeng Nissan is good, the key engine is good" is also often ridiculed by netizens.

In March, Dongfeng Nissan did not announce the specific sales of an SUV, but took the Qashqai's cumulative sales of 41,675 units in the first quarter, an increase of 3% year-on-year. In fact, through simple calculations, it can be known that Qashqai sold 11,446 vehicles in March, which also means that the total sales of Qijun, Tuda, Loulan, Jinke, etc. are only 3788 vehicles, and a single person really can't get a hand.

In order to reverse the situation, Nissan Automobile had to bow its head and decided to resume production of the old Qijun, but it was handed over to Zhengzhou Nissan for production and sales, which was another failure, and the old Qijun after the resumption of production has not yet had a bright spot. In April, the first anniversary of the official debut of The New Qijun, Dongfeng Nissan should reflect on its own gains and losses.

Venucia sold 7,151 units in March, up 44.2% year-on-year, and cumulative sales reached 24,575 units in the first quarter. Venucia Sold 3,408 Large Vs, Venucia D60 Series 894 units and Venucia Series Electric Models sold 1,915 units.

It can be seen from the main sales models that Venucia cars are shrinking, and the main sales models of SUVs are also greatly changed. Venucia T60 and Venucia Star have dimmed. The continuous transformation of the main sales model shows that the product has no continuity, which is a great harm to the reputation of the product.

Probably in view of venucia's recovery, in 2022, Infiniti was also included in Dongfeng Nissan, with the help of Dongfeng Nissan's system capabilities to develop, and carried out product upgrades. The new generation of Dongfeng Infiniti QX60 was officially launched, becoming the third domestic model after the Q50L and QX50. However, with only 751 units sold in March, the situation is still very difficult.

Dongfeng Nissan released terminal sales data, from the wholesale sales released by Dongfeng Group, Dongfeng Nissan and Venucia wholesale sales of 61757 vehicles, down 24.45% year-on-year; Infiniti wholesale volume of only 512 vehicles, an increase of 40% year-on-year, this year's cumulative sales of 2476 vehicles.

A person has to pay for his own behavior, and every company is responsible for its own strategy, whether it is a three-cylinder strategy or a delay in the electric strategy, the price to be paid is not small. Go far and steady, thick and thin, but you can't go in the wrong direction.