Early in the morning of July 20, Dongfeng Nissan suddenly announced that its pure electric model Ariya was "newly launched" and sold at a price of 199,900 yuan.
I think there are three reasons why Dongfeng Nissan's action was taken in the face of anxiety in the context of the rapid development of new energy vehicles.
First, this year marks the 20th anniversary of the establishment of Dongfeng Nissan, and in recent years, although Dongfeng Nissan has sold millions of vehicles a year, it is really not good. Qi Jun's slow sales, endlessly relying on price reductions, Dongfeng Venucia, Dongfeng Infiniti is becoming more and more powerless, each of which is undoubtedly worse, under the background of the rapid development of new energy vehicles, the prospects of Dongfeng Nissan are unpredictable.
Second, Aria has previously experienced a price reduction, the range of 60,000 yuan, but the result is that Ariya's sales are still sluggish, there is no voice and no sales, perhaps this "new listing", in the way of "official reduction", in order to win a round of applause.
Third, in order to enter the field of new energy vehicles, Dongfeng Nissan will continue to have some actions, such as the superhybrid electric drive version of X-Jun listed at the end of May, although the car is not a new energy vehicle, nor can it be on the green card, but if it can sell well, it is enough to become a "stepping stone" for Dongfeng Nissan's transformation - unfortunately, with dismal sales in June, the super-hybrid version of X-Jun is not even a "stepping stone".
So, the official drop of 60,000 yuan, starting at 199,900 yuan, will it definitely sell well? I think the odds are still very low.
In fact, Ariya's previous pricing itself was too high, starting at 284,800 yuan, and this pricing standard may have felt reasonable a few years ago - a few years ago, generally speaking, the price of pure electric vehicles of the same level of fuel vehicles and pure electric vehicles would be tens of thousands more expensive than fuel vehicles.
However, signs of falling prices for new energy vehicles appeared a year ago. What needs to be known is that Aria was only listed in September 2022, but it still adopted the pricing method a few years ago, which shows how inefficient a joint venture brand is in the face of market changes.
In contrast, SAIC Volkswagen ID.4X is less than 200,000 yuan for sale, coupled with terminal discounts, it is not a problem to be 30,000 or 40,000 cheaper than the official guidance price; and in the face of the "inner roll" of its own brand stacking stack configuration and even the heap technology, Dongfeng Nissan will be ruthlessly whipped.
As the first strategic model of Nissan's new global pure electric platform, Aria can be said to be Dongfeng Nissan's blockbuster model to accelerate its electrification layout, but it is unbelievable that a mature joint venture brand has repeatedly missed excellent opportunities. This has to be thoroughly examined: Is there a problem with the Japanese personnel or with the Chinese personnel?