The new Xuanyi is here, it has a "mid-to-high-end car" Fan's natural face, and it is born to be the king of family cars.
In our opinion, whether it is the appearance design or market position, Xuanyi is more like a prototype of Tianla, such an upside down is rare in the Chinese market, and an economic car supports the entire car company.
As an annual facelift, in addition to the details of the exterior and interior, the new Xuanyi is richer in terms of its true cultivation.
However, because Xuanyi is more powerful, the confused Dongfeng Nissan is even more inseparable from it.
Open the configuration list of the new Xuanyi, although it lags behind the autonomous models of the same level in terms of configuration, and also lags behind Corolla and Leiling, the strong strength and foundation of the family car king are also endorsed by Xuanyi Classic.
Xuanyi has long adopted the strategy of selling old and new models together, and its market price range spans 108,600 yuan to 174,900 yuan, almost covering the price range from Corolla to Civic, eating the entry-level sedan market.
Xuanyi's sales in 2022 have accounted for more than 50% of the share of the Dongfeng Nissan family, and Tianea and Qi Jun have long been squeezed out of the top 10 lists of the market segment, and for Dongfeng Nissan, Xuanyi cannot afford to lose.
From manufacturing to market resources are all tilted towards Xuanyi, we don't know what the proportion of sales of the new and old Xuanyi is, but the two new and old models of the Xuanyi car series have covered the three major powers of fuel, hybrid and pure electric, and it is natural to become the sales champion.
At present, the price war is intensifying, and under the leadership of Xuanyi, Dongfeng Nissan has already entered the stage of asking for quantity rather than profit in advance.
I remember that most car companies talked about the young and entry-level car market for a long time, because this market is used to cultivate brand loyalty and potential high-end users.
Even though Dongfeng Nissan successively discontinued the production of entry-level models such as Sunshine and Yida, Xuanyi also successfully took over the market, interpreting the success and ultra-large-scale volume of this entry-level market.
However, young and entry-level market is not the ultimate goal, when the brand loyalty cultivation is completed, the user's future upgrade is the key, that is the real source of brand influence and profit, only the two ends of the force can complete the virtuous external circle of car companies.
It's a pity that although the new Teana brings a super-variable engine with a variable compression ratio, it is not standard on all series, and once again missed the opportunity to surpass Camry and Accord.
It seems that Dongfeng Nissan still cannot face the reality that it lags behind Honda and Toyota in the Chinese market, otherwise Ethereal should use the product power of Shengwei to achieve a dimensionality reduction blow to the Accord and Camry.
Now that the replacement Accord takes the lead in electric hybridization, the replacement Camry has too many changes to bring stronger product power, coupled with the intelligent brand of its own brand and the upward blow of the brand, it is difficult for Ethereal to have the opportunity to compete with opponents at the same level.
Claimed to be Nissan's largest and most complex project with an investment of 19 billion yuan, Xinqijun was quickly abandoned by the market with a three-cylinder engine as the tipping point.
Whether it is the joke of "Desert Racing" or the great strength of "Technical Nissan", as the most complex project, Xinqijun was wrong from the beginning.
"Complex" may mean technological leadership, but must technological leadership be complex?
Why tinker with a three-cylinder engine that requires multiple leading technologies to solve its inherent deficiencies, rather than just develop a less complex four-cylinder engine?
Users need new technology that is familiar, not a complex and difficult to trust.
When Dongfeng Nissan is talking about how different its three-cylinder engine is, it knows very well in its heart that this product is not accepted by the market and user groups, but it is still acting arbitrarily, is it too confident in itself, or is it contemptuous of GM and Ford of its predecessors of three-cylinder engines?
The old X-Trail incarnated as Q-Jun Glory to save the market, but an old model that has been on the market for several years is priced higher than the new replacement model, and only Dongfeng Nissan dares to do so in the entire Chinese market.
Soon X-Jun super-hybrid electric drive e-POWER will also be on the market, not surprisingly, it will accelerate the decline of X-Jun's reputation, because the price will be increased again, and the three-cylinder engine is still there.
As a benchmark representative of Japanese automobiles, Dongfeng Nissan has a factory layout in five parts of the country, production and sales of one million vehicles, and the richest product lineup, which was once an unsurpassed height for Honda and Toyota.
As the two parent companies of China and Japan have undergone tremendous changes in senior leadership, Dongfeng Nissan has lost valuable development opportunities, and the consumption tendency and public opinion of the Chinese market have also undergone tremendous changes in recent years.
It's just that such an hour space will soon disappear.
Although Xuanyi is getting stronger and stronger, the car track is no longer the same, in addition to the cheap Xuanyi, Dongfeng Nissan needs to reintroduce itself to users, but what else can be introduced?