"The old era is coming to an end, and a new era is coming". What is "new"? The long-awaited Beijing Auto Show is the best interpretation, just like the theme of this auto show, "New Era, New Automobile".
Looking back on the four years since the Beijing Auto Show was absent, China's auto market has undergone earth-shaking changes. With the rapid development of new energy, the smoke of price wars, and the continuous controversy of new products, tension and impetuousness permeate every corner of the automotive industry.
In the context of great changes in the industry, Dongfeng Nissan, as the most representative benchmark model in the automotive industry, is actively embracing the transformation of intelligent electricity, and has fired a key shot to impact the new era with actions.
Renew the brand proposition and start the journey
In the new era, the accumulation is applicable to any automobile company, and among them, Dongfeng Nissan is determined to embrace electrification and intelligence with renewal, and in the context of the new era, with the brand spirit of "dare to be feared", it has released a new brand proposition "Fun by NI".
As the name suggests, "Fun" is to renew the brand with a new brand proposition and strategy to meet the user's pursuit of a diversified and beautiful life. NISSAN Innovation, which stands for NI in "By NI", further confirms that Dongfeng Nissan will use technology and services to make "NI" travel more enjoyable. This exuberance is reflected in the new brand visual perception, which is also rooted in Dongfeng Nissan's philosophy of "in China, for China, and for the world".
At the same time, Dongfeng Nissan proposed a "new GLOCAL model" originating from China and facing the world. Embrace the Chinese market with global technology, quality and Chinese local market strategy and consumer demand.
Strengthen the concept of intelligence and driving fun, beyond the imagination of users
Under the guidance of the "GLOCAL New Model", Dongfeng Nissan's comfort genes will be re-strengthened, and the re-evolution of intelligence and driving pleasure will be realized. The goal is to treat every "family" with "new comfort" with the advantages of intelligent comfort, wide extension, multi-power and ultra-safe technology, and at the same time build a strong brand advantage.
Relying on the ability of "wide extension", Dongfeng Nissan's full-stack self-developed vehicle platform and SOA vehicle intelligent electronic and electrical architecture are used to realize the compatible evolution and rapid iteration of the platform, integrate local and global advanced technologies with higher efficiency, launch a variety of models to meet various needs, and enrich the product matrix with the development of high-quality products. At the same time, based on the diverse needs of Chinese users, on the basis of being compatible with pure electric, plug-in hybrid, and extended-range hybrid multi-power paths to meet the needs of consumers, through the industry-leading high-integration and energy-efficient electric drive system, it brings a quiet, smooth, efficient and intelligent power experience, and is closer to the future travel scene imagined by everyone.
At this year's auto show, Nissan brought a number of concept cars, from which we can feel that Nissan's determination to completely refresh itself is not just words. For example, the Nissan Epoch Concept arrives as an all-electric sedan designed for urban and suburban scenarios. Powered by AI-extended IoT capabilities and emotionally connected with a virtual personal assistant.
Another example is the Nissan Era Concept, which is a plug-in hybrid SUV equipped with a connected entertainment system and zero-gravity seats, so that intelligent comfort can be extended to every travel scene. It is said that the e-4ORCE Snow Fox electric all-wheel drive technology is also used in JAXA's next-generation lunar exploration rover. With powerful all-wheel control and active air suspension, people are looking forward to Nissan's future driving experience.
Imagine how much fun it would be to drive on the road in an emotional, comfortable car that can provide a comfortable ride and complete the connection autonomously, and this is the new direction that Nissan is building. Just like Nissan's well-known Slogan, "Technology Nissan People, Cars and Life" starts from people, cars and life, takes root in the needs of users in the new era, takes technology as the endorsement, and uses novel, unique and advanced ideas to concretize Nissan's understanding of the future "new car", and send users a real dream car.
Actively embracing the Chinese market, the future is promising
Obviously, it is not enough to achieve this goal by brand renewal alone, and the 77-year electric drive heritage, car manufacturing quality and world-class safety standards are only the first layer of support, while the other layer comes from the ability to embrace the Chinese market and the accumulation of Chinese users. When the industry competition entered the second half, Dongfeng Nissan showed an unprecedented openness to promoting intelligence.
According to the plan, Dongfeng Nissan will deepen the fields of intelligent hardware, intelligent services and intelligent experience, and build a leading computing platform, complement and improve technical capabilities such as electronic and electrical architecture, AI large model, and ecological interconnection of all things, so as to achieve the ultimate travel solution of "intelligent mobility".
At the same time, the integration of resources, actively invite partners in different intelligent fields, expand the circle of friends, set the strengths of each to send users a better intelligent travel experience, oil vehicles and trams "treat equally", and promote the intelligent process of the whole car series without difference with "oil and electricity with intelligence", perhaps this is the pattern.
Back at this year's Beijing Auto Show, we can see that the four Nissan brand new energy concept cars are all tailored for mainstream Chinese families, including sedans and SUVs, and the power covers pure electric and hybrid. It is reported that Dongfeng Nissan plans to launch five Nissan brand new energy vehicles in the next three years. In order to meet the different travel needs of Chinese users in different scenarios. At the same time, through intelligent evolution, the construction of a full-scene intelligent ecology is achieved, so that the car is an important part of the life scene, and a high degree of intelligence brings users a new experience of "intelligent comfort".
It can be seen that Dongfeng Nissan, which understands the Chinese market and Chinese users, is making every effort to promote the renewal process and respond to the new era of intelligent electricity with new ideas, new models and new products.