Defeated! The collapsed Nissan car can't be lifted!

Nissan's sales collapsed and came a little too fast.

Data show that from January to May 2023, Nissan sold only 289,000 units in China, including passenger cars and light commercial vehicles. What is the concept of this data?

Let's turn the time back to 2 years ago, from January to May 2021, Nissan Motor sold 590,000 vehicles in China, that is, in 2 years, Nissan's sales in China fell by half.

As a first-line joint venture car brand, Nissan's sales decline is the fastest, and the decline of Nissan currently seems to have no way to recover, Nissan Motor in the Chinese market marginalization, almost a foregone conclusion.

Nissan declined thanks to three cylinders?

Many people attribute the decline of Nissan to the listing of the three-cylinder X-Trail, which is indeed the fuse for the decline in Nissan sales, and in terms of time, it also coincides with the decline of Nissan Motor, but the question is, the problem of Nissan Motor, is there only a three-cylinder X-Trail?

The three-cylinder X-Trail has changed from a monthly sales of 10,000 vehicles before the facelift to hundreds of units a month now, it seems that the three-cylinder X-Trail has indeed dragged down Nissan's sales, but even if the sales of X-Trail are made up, what about it? Nissan's sales decline is still much higher than the industry average.

In fact, the decline in sales of Nissan in China has long buried hidden dangers.

Nissan's defeat has long been doomed

In fact, since Ghosn took charge of Nissan, he has buried the bane of Nissan's decline, reduced costs and increased efficiency, cut a large number of research and development projects, and actually pulled salaries from the bottom of Nissan Motor. Without Ghosn, Nissan might have fallen at the end of the 20th century or the beginning of the 21st century, but Ghosn's arrival did not solve Nissan's fundamental problems, but only delayed the decline of Nissan.

Many R&D projects are dismounted, and radical cost control methods, so that Nissan has become synonymous with cheap family cars, Nissan in the field of fuel vehicles is difficult to launch explosive models, Nissan's current sales force is only Xuanyi, Tianla, Qashqai three models, in the field of more than 200,000, Nissan has almost become a small transparent, and in the mid-size car market, Ethereal has fallen out of the top ten sales many times, even if the large terminal discount, can not save sales.

The sales of Teana in April this year were 6,740 units, although an increase of 57.11% from March, but there was a clear distance from the sales of the Accord (25,590 units) and the Camry (18,193 units). This is essentially because Nissan can no longer afford its selling price, and many people have decided that Nissan is inferior to other Japanese brands in terms of technical strength, and it is only because it is cheap.

Nissan's sales are now all supported by Xuanyi, but Xuanyi is facing the front and rear attacks of independent and joint venture brands, in addition to Lavida, Civic, Corolla and other models, self-owned brand hybrid models, such as BYD PLUS dm-i, is launching a fierce impact on this car, in 2023, whether Xuanyi can win the annual sales championship has become unknown.

And Nissan's own progress in the field of electrification is very slow, only Nissan Ariya a pure electric platform models are currently on sale, the data shows that from January to April 2023, Aria sales were 67 units, 64 units, 329 units and 495 units, the cumulative sales in the first 4 months were only 955 units, even Toyota Motor is compromised, launched a number of pure electric models, where does Nissan have the confidence to twist and kneak in electrification transformation?

Although Nissan is also trying to find a way to save itself, on May 22, 2023, Dongfeng Nissan's new model of super-hybrid electric drive X-Jun was officially launched, and the two new cars 140 super-hybrid dual-motor four-wheel drive luxury version were priced at 189,900 yuan, and the 146 superhybrid dual-motor four-wheel drive supreme version was priced at 199,900 yuan. But on the one hand, the e-POWER hybrid came too late, and whether it is cost-effective or fuel economy, there is no advantage in the face of domestic hybrid models.

Many people always like to use "lost twenty years" to describe Japan, in fact, Nissan and Japan are very similar, in fact, it has lost twenty years, which is the important reason why "technology Nissan" has gradually become today's "cheap Nissan", Ghosn is the savior of Nissan and the destroyer of technology Nissan, but for Nissan, the most important thing at present is not to turn over the old accounts, through the current crisis, may be the most important thing for Nissan at the moment.