Not long ago, Dongfeng Nissan announced its sales in March, with cumulative sales of 67,910 vehicles, down 33.5% year-on-year. Meanwhile, sales in the first quarter 242931 units, down 16.9 percent year-over-year. The overall performance is really a bit bleak, and the official will naturally throw the "pot" to the repeated epidemic, resulting in a fault in the supply of raw materials, which in turn makes it impossible to achieve continued production. However, the problem is that under the premise that everyone is suffering from the same external factors, some car companies have not completely collapsed, but a slight decline, but from the performance of Dongfeng Nissan in the first 3 months, it is all a year-on-year decline, and even in January, when the desire to buy a car was the highest, there was a 10.27% decline, why is this?
Judging from the sales data released by Dongfeng Nissan, it still adheres to the strategy of "reporting good news but not worrying".
In terms of specific models, the sales volume of the 14th generation Xuanyi was 30,240 units, down 31.6% year-on-year, but it is still an indispensable brand pillar of Dongfeng Nissan, accounting for almost half of the total sales. However, it should be noted that Xuanyi ranks only second on the list, and the first place is the Hongguang MINI EV, which sold 41,000 vehicles a month.
As a compact sedan with many years of excellent reputation, Xuanyi is almost an option that cannot be avoided at this price. Excellent space utilization, large and soft seats, durable leather three major parts and affordable maintenance costs are the capital that Xuanyi has relied on for many years. At present, Xuanyi adopts the strategy of selling in the same room as the old and new, which helps it expand its audience and reduce the purchase threshold.
It is undeniable that even if Xuanyi fell by 31.6%, with more than 30,000 monthly sales, it is still the absolute NO.1 at the same price.
This was followed by the mid-size car Tianlai, with sales of 11679 in March, basically flat compared with last year, and sales in the first quarter increased by 13.6% year-on-year, which is one of the few good news for Dongfeng Nissan. Since last year, because Honda and Toyota have encountered chip shortages, the production capacity has not been able to go up, can not meet the demand for cars on the market, and the surplus part of the user has flowed into the natural market.
In addition to diverting the production capacity of the other two competitors, the cash discount in the tianlai terminal market is also more powerful, and the door sales will say that they can give 20,000 yuan of concessions, and if they are sure to buy, they can continue to decline a little. Compared with the 10,000-dollar offer of Camry and Accord, the price attraction of Tianlai seems to be greater.
Then there is the SUV field, and now Dongfeng Nissan can be slightly confident in reporting sales data of the model is probably left with qashqai. Sales in March were 11,445 units, and although they remained stable at a level of more than 10,000 units, they fell 24.91% year-on-year.
In fact, this generation of Qashqai has also been sold for a long time, whether it is the appearance or interior has not kept up with the times, more or rely on the size of the same level as a selling point. However, it should be noted that with the listing of Toyota Fenglanda and the appearance of Honda's new generation of Binzhi in the Ministry of Industry and Information Technology, the pressure on Qashqai will rise sharply in the future. A new generation of models has already been unveiled, and it is hoped that Dongfeng Nissan can introduce them as soon as possible.
In addition to Qashqai, the remaining Lou Lan, Tuda, Jinke, and Qijun did not give data. Especially Chijun, the status of this car before the replacement is similar to that of the Qashqai, and it can easily enter the top 10 of the list, but since the replacement of the "death", the whole series of three-cylinder engines, Qijun sales have been declining. According to the data of the Association of Passenger Vehicles, the cumulative sales of Qijun in the first three months were only 6415 vehicles, and the results were quite dismal. Many dealers have given tens of thousands of yuan in concessions, but from the results, it seems that it is only a drop in the bucket, and there are not too many substantive changes.
Today's situation that Nissan is facing can be said to be very embarrassing, on the one hand, the brand lacks the entry of new products, and in the past few years, it has been a few cars that we are familiar with, which have been changed back and forth, which is not too interesting, and it is basically the kind that is cool after a change. The second is the rise of independent brands and the suppression of new products by peers, which makes the living space inevitably more and more narrow.