Generally speaking, the models of mainstream brands are not too worried about sales in the Chinese market, because there is a brand influence to do endorsements, coupled with the highlights of the brand itself, naturally there is no lack of attention, especially in the SUV camp, which can be described as a hit on the market. But there are exceptions to everything, not all models can be so easy, because sometimes the brand may not be clear about its own positioning, when the price does not match the product strength, it is not realistic to want to sell well. Today we will talk about one of Nissan's SUV models - Loulan, the new car positioned in the medium-sized SUV, as early as 10 years ago has been listed, but unfortunately the sales gap between it and competitors is like heaven and earth.
For example, Highlander, Tiguan L, these two should be the direct competitors of Loulan, like Highlander's current monthly sales may not be able to break through 10,000 units, but the comprehensive is also a few thousand, and Tiguan L needless to say, common domination of the domestic SUV market sales of the first few, monthly sales of more than 10,000 units is the norm. But Lou Lan, its current monthly sales of hundreds of units, and this achievement has been maintained for a long time, even 5 years ago, Lou Lan was not listed for a long time, the monthly sales were only about 2,000 units, how to compete with Highlander, Guandao or Ruijie? But to be honest, Nissan Loulan's product strength is not too bad, and even at the beginning it was quite distinctive.
For example, the hybrid model of the 2.5T supercharged engine + electric motor provided by the new car should be a rare combination of power in previous years, including in Nissan's models, which is also the same as the Infiniti QX60. But unfortunately, the technical aspect is not excellent, like the parameters of the engine is very general, at best comparable to the competitive 2.0T, with the assistance of the motor is not to bring faster acceleration feeling, because it does not support pure electric driving, more for the balance, such as the balance between power and fuel consumption. At the same time, the price of the hybrid version is not low, according to the 2021 guidance price range, 30.03-37.58 million yuan is enough to compete with the pricing of many joint venture medium and large SUVs.
Of course, in addition to this version of the model also provides other power options, that is, the current sale of 2.5L pure fuel version, the guide price of 23.88-28.39 million yuan. And the current terminal discount is very high, basically within 250,000 will be able to drive the top version home, and even a few days ago there is news that the upcoming 2022 Loulan model will be lower, is expected to be 17.98-19.68 million yuan. Although this behavior may be a promotion of dealers, it is equivalent to the car price directly minus the cash discount, and the quota of each 4S store is not much, but the new model belongs to the official launch, and will make certain adjustments to the configuration, so it is not considered to be inventory clearance.
Back to the product of loulan's SUV model itself, in addition to the high price affecting sales, there is also a reason that the speed of the change is too slow. The new car was not the latest generation after it was listed in 2011, so the original design was not excellent, and it could even be described by two words of personality, and the models such as Tianlai in the same period belonged to two styles, so it was difficult for consumers to accept it for a while. Subsequently, the new Loulan was listed again, and there was a lot of progress in the appearance, which was also its peak, after all, most of the joint venture medium-sized SUVs around 2016 were flat and stable designs, and Loulan was not bad with Nissan's latest family language.
However, now 7 years have passed, Nissan Loulan has not made any substantial changes, every detail is consistent with the beginning of the listing, from the shape to the configuration is difficult to meet the mainstream. For example, the full LED headlight group, the low beam lamp with a lens but the high beam is not available, while the turn signal is halogen, the boomerang style LED daytime light effect is also general, with the grille may be quite coordinated, but compared to the competitors on the downwind. To the side and tail, this is not too much hard injury, especially the body effect is beautiful, the line and posture are quite robust, with 18-inch spoke alloy wheels, not exaggerated can also be in line with their own positioning.
Sitting in the car is also no surprise to speak of, the design belongs to the nissan family style of the previous generation, such as the four-frame multi-functional steering wheel is relatively thick, although the grip is good, the positioning of the home is too obvious. At this time, seeing a 7-inch LCD instrument and a 10-inch embedded central control screen, it is not a sense of science and technology to meet the basic needs of the scientific and technological experience, and Nissan has improved some of the technology configurations in recent years. It is commendable that the workmanship and materials in the car are good, basically covered with soft materials, and the grade of this piece can be comparable to luxury SUVs such as Audi Q5L.
Briefly talking about the configuration, in fact, I think that according to the price that has been discounted, the cost performance of Loulan is really very high, and it is normal to buy a joint venture medium-sized SUV within 250,000. Functions such as parallel assist, lane departure warning, active braking, panoramic imaging and other functions are also more mainstream, although they can not reach the L2 level and can meet the needs of daily driving, if they can join the adaptive cruise, it is even better. In addition, functions such as panoramic sunroof, electric induction trunk with memory, multi-directional electric adjustment and heating of the front seats, BOSE sound and monochrome mood light with 11 speakers appear, and the daily driving experience is also guaranteed.
Nissan's models also have a well-known highlight, that is, the seat comfort is high, known as the mobile sofa. As far as the real car experience is concerned, the front and rear seats of Lou Lan can be described as wide and thick, the shape is ordinary, but the filling is quite thick, and the driver and passenger who are fatter or thinner can experience the comfort of expectations, and the space in the car is not bad. As a medium-sized SUV, Lou Lan's length has reached 4897mm, and the wheelbase of 2830mm is also a normal level in positioning, which is slightly better than Tiguan L.
Summary: For the current price, Nissan Loulan really does not have much profit margin, especially after the 2022 model is listed at a price that is really so, which is equivalent to the high matching of 200,000 joint venture mid-size SUVs. Unfortunately, for consumers now, there are too many 200,000 optional models, and domestic brands have GS8, HS5, Tang family, etc., and the product force is only stronger than Loulan, especially the design. So if you want to exchange more sales, Nissan still consider replacing it, after all, after 7 years, it is time to make a makeover.