In the first month after the launch of the hybrid version of X-Trail, the editor published an article titled "If you miss it, it is difficult to have it anymore, and the hybrid has not been able to save Nissan X-Trail".
Because a netizen questioned that the hybrid Qi Jun had not yet been delivered on a large scale, the editor decided to go to see the sales of Qi Jun after a while.
A few days passed, and a message "Dongfeng Motor won the lawsuit!" The news that the media was sentenced to infringement and compensation of 5 million yuan suddenly made the editor realize that it was time to look at the sales of Qi Jun.
According to a website that inquires about automobile sales, X-Trail sold 4,246 units in May, 5,739 units in June and 3,993 units in July. In fact, these three sets of sales have fully mixed Qi Jun on the market, and have not brought considerable sales increase. It is an indisputable fact that Nissan has gone downhill in China.
Qashqai quietly listed
On August 16, the new generation of Nissan Qashqai ushered in the launch. Since its introduction to the domestic market in 2008, Qashqai's total sales have reached one million, and it is an "Ivy" model under Dongfeng Nissan. Even if X-Trail's sales fell rapidly due to the replacement of the three-cylinder, Qashqai was still able to carry the sales banner of Nissan SUV with an average monthly performance of 10,000 units.
However, such an important model, Nissan's new generation Qashqai conference has a mediocre response on the Internet. The new design language, the replacement of the Mercedes-Benz 1.3T engine and the price of nearly 20,000 cheaper than the previous generation model, put in the car market 5 years ago, even if the above highlights are mentioned, it is enough to get out of the circle. Now so many BUFFs are superimposed on the new Qashqai, and they have only formed a small spread in the automotive circle.
At this stage, people inside and outside the circle are paying attention to and analyzing: what new technologies are released by independent brands, which models sell well after the sales results are released, and so on.
Nissan has neither the technology to get its hands on, and Qashqai's sales have not ranked at the forefront of the market segment, so naturally it does not attract too much attention.
Nissan "without technology"
According to statistics from relevant departments, Dongfeng Nissan's sales in July this year were 51,600 units, down as much as 43.23% year-on-year. At the same time, Dongfeng Nissan's cumulative sales from January to July this year were 386,800 units, a year-on-year decrease of 30.49%. After entering 2023, as its own brands accelerate the layout of 100,000-200,000 plug-in hybrid models, the aura of fuel saving and terminal discounts that Nissan relies on is gradually fading.
Technology is the foundation that makes the brand stand in the market for a long time, and Nissan has long had no "technology".
In the 90s of last century, although Nissan invested a lot of money in racing technology and obtained certain returns, with the overall decline of the Japanese economy, Nissan suffered serious losses and could only sell itself to the French brand Renault. After Ghosn took over the Renault-Nissan Alliance, he reintegrated the supply chain, reduced the cost of car manufacturing, and cut a large number of research and development projects, which soon made the Renault-Nissan Alliance the world's third largest car brand.
Ghosn's arrival is ostensibly to bring Nissan back to life, but in fact it fails to solve Nissan's core problem, that is, to continue Nissan's technical label. After the well-known "Ghosn case" broke out in 2018, the alliance between Renault and Nissan was "useless".
Because Nissan's technology was not effectively promoted during the reign of Ghosn, coupled with the lack of Renault's blood transfusion, the three-cylinder version of X-Trail is more like a "duck on the shelf" product.
Although Nissan is unwilling to admit it, the introduction of three-cylinder models to the domestic market has shown from the side that Nissan really has no technology that can be obtained. At this stage, when independent brands begin to show their talents in the field of new energy vehicles, Nissan's technology is even more stretched. The Nissan pure electric SUV Aria launched last year is the best example.
generally
The lack of core competitiveness is Nissan's chronic disease, which is difficult to cure today. If the alliance continues to be maintained, it will be difficult for Renault itself to survive the wave of new energy.
Perhaps Nissan can take a step back, change direction, and fully cooperate with its own brands to live better.