When sales are poor, car companies will make a fuss about the numbers. On May 9, Dongfeng Nissan officially released April sales data, and the cumulative terminal sales from January to April this year reached 300,363 vehicles, exceeding the 300,000 sales mark; among them, Venucia brand electric models, April sales increased by 65.9% year-on-year. There is neither sales in the month, nor growth fluctuations, and even Venucia's sales volume is directly underpaid.
When things go wrong, there must be demons.
In fact, Dongfeng Nissan has no need to play the number game, just need to calculate that April sales of 57432 vehicles, down 43.56% year-on-year, down 15.43% month-on-month, relative to the year-on-year decline, the month-on-month decline is far less than that large, mainly because in February it has seen a year-on-year decline of more than 30%.
However, according to Nissan's website, Dongfeng Nissan sold 58,084 vehicles in April, and there was a sales difference of 652 vehicles between the two, to which Dongfeng Nissan said that the total sales did not include Infiniti imported car sales. At the same time, the cumulative sales of 300,363 vehicles this year, down 23.16% year-on-year, since the collection of Nissan, Venucia, Infiniti, Dongfeng Nissan has not increased but declined.
By brand, Dongfeng Nissan sold 58,084 vehicles in April, down 42.92% year-on-year; of which Japanese product brand sales were 53,158 units, down 44.65% year-on-year; Venucia brand sales were 4,455 units, down 22.2% year-on-year; Infiniti sales were 471 units, down 37.28% year-on-year, and the sales of the three major brands fell together.
The whole series of models is collectively dudded
Dongfeng Nissan's sales of various models are also presented in terms of cumulative terminal sales. Among them, Tianlai's terminal sales from January to April were 50,408 units, an increase of 5.3% year-on-year. The Xuanyi Group sold 134,863 terminals from January to April, the SUV family sold 88,880 units from January to April, and the new Qashqai terminals sold 50,329 units from January to April.
As the façade of Dongfeng Nissan sedan, Tianlai has played a relatively stable role this year, with sales of more than 40,000 vehicles in the first 3 months, and the cumulative sales volume from the terminal from January to April was 50,408 vehicles, which can be known that the sales volume in April was 9722 vehicles, down 19.22% year-on-year, and the monthly sales this year were not more than 10,000 vehicles for the first time this year, an increase of 5.3% year-on-year.
Although Tianlai has declined a lot year-on-year, Xuanyi's performance is even worse. The terminal sales of Xuanyi Group from January to April reached 134,863 units, and it can be seen that Xuanyi's sales in April were 26,122 units, down 42.87% year-on-year. Looking at the contrast ratio may not be very obvious, Xuanyi sales are 19603 fewer than the same period last year, which directly leads to the decline in Dongfeng Nissan sales.
For a long time, Dongfeng Nissan has been overly dependent on Xuanyi to support the situation, and one model accounts for 40% of sales, and its performance directly affects the ups and downs of the brand. In April this year, Xuanyi dragged Dongfeng Nissan into the quagmire almost with the strength of a car. Although it is said that under the background of the epidemic and the tight supply chain, such a performance can still be justified, but the shortcomings have emerged.
Dongfeng Nissan took the sedan as the main line, and later with the rise of SUV models, it introduced models such as X-Trail and Qashqa, establishing an SUV family that could almost keep pace with the sedan series. However, it was last year's new Qijun replacement that rewrote this situation, and the SUV became a foil. The Nissan SUV family sold 88,880 units from January to April, accounting for 29.59% of sales, which shows that the sales volume of SUVs in the month was 27,655 units.
However, from nissan China's April performance, it can be seen that the Sales volume of the Dongfeng Nissan SUV family in April was only 13,444 vehicles, and there was another inconsistency in the data, if it is the relationship between wholesale sales and terminal sales, the previous sales do not coincide. Among them, Qashqai sold 8,654 vehicles, with a cumulative sales volume of 50,329 units from January to April. After the SUV, it is obviously green and yellow, and the Qashqai is also difficult to support.
Three musketeers and two "drag bottles"
As we all know, Dongfeng Nissan is now three musketeers, but Venucia and Infiniti are "dragging oil bottles" and their performance has not been satisfactory.
Venucia brand sales were 4,455 units, down 22.2% year-on-year, a new low year-on-year sales. Among them, Venucia Big V sold 1,904 units, Venucia D60 series sold 1,949 units, Venucia D60EV sold 1,319 units, an increase of 78.2% year-on-year, but Venucia D60EV models sold only 740 vehicles last year, the base is too low.
As for the Infiniti brand, it was not mentioned in the sales report, but after being incorporated into the Dongfeng Nissan system in January, Infiniti ushered in an important personnel adjustment in May. Starting from May, Xin Yu, general manager of Dongfeng Nissan, will concurrently serve as the head of the Headquarters of infiniti, Wang Baojun will serve as the deputy head of the headquarters of infiniti, and Mao Limin will serve as the general manager of the Infiniti China Management Committee.
If sales do not work, it is not unusual to change people, which is not unusual in the automotive industry, but for Infiniti, can personnel change reverse the decline? The product is single, the technology is backward, there is no new product support, everything is unknown. At the same time, Dongfeng Nissan's sales have eliminated it, perhaps this is an attitude.
Auto market observation: In April, affected by the local epidemic and the supply chain restrictions and the shortage of key components, the automotive industry as a whole was under pressure, sales have declined to varying degrees, although the Dongfeng Nissan production base is not in the center of the impact, but the sales decline is extremely obvious, can only be said that Dongfeng Nissan has entered a downturn, especially the decline in main sales models such as Xuanyi, the SUV family is all dudded, directly leading to the collapse of brand sales.
In four months, Dongfeng Nissan completed 300,000 vehicles, and at this pace, it is almost an impossible task to achieve a million vehicles again.