Although the current situation of China's auto market is that the sales of new energy vehicles are steadily rising, there are still many consumers who prefer fuel vehicles in the market of 200,000 yuan and above. With the increasing number of second-child families, six- or seven-seater large-size SUVs have become the "rigid needs" of many families. Compared with MPVs, SUVs have a higher appearance and better passability. In order to get a larger share of the Chinese SUV market, Dongfeng Nissan has launched a new Tanlu, which not only has a high appearance, but also has a number of Nissan's core technologies. What are the highlights of Dongfeng Nissan's exploration of the land, and can it become a new sales growth point for Dongfeng Nissan in the future?
1. Basic information and product highlights
The above manufacturer's guide price only represents the price on April 2, 2024, and is subject to change on the official website
Dongfeng Nissan Tanlu has launched a total of 5 models, with a price range of 239,800-301,800 yuan, including two front-wheel drive models and three four-wheel drive models, which can meet the needs of consumers. Dongfeng Nissan Tanlu is positioned as a large family's flagship SUV, with a body length of 5130mm and a wheelbase of 2900mm, and the seats adopt a cinema-style design from low to high, so that passengers in each row have a wide field of vision.
Nissan is a Japanese brand that is known for its technology, and Dongfeng Nissan Tanlu has many selling points in terms of product strength. In terms of passive safety, the entire Dongfeng Nissan Tanlu series is equipped with 9 airbags, including three rows of full-coverage side curtains. The side air curtain runs through the A pillar to the D pillar, the length reaches 2.4m, the inflation capacity is 90L, and the air pressure maintenance rate in the head protection area exceeds 50% of the working air pressure within 28 seconds after the occurrence of the emergency, which can provide a long enough protection time and effectively reduce the damage caused by secondary collision or rolling.
In terms of intelligent safety configuration, Dongfeng Nissan Tanlu is equipped with an enhanced version of the ProPILOT super intelligent driving assistance system, with 20 high-precision perception devices, 5 intelligent control systems and 3D visual real-time traffic condition display. Among them, 20 high-precision perception devices include 5 high-definition cameras, 5 millimeter-wave radars and 10 ultrasonic sensors. LKA Lane Keeping Assist efficiently recognises lane markings and automatically adjusts direction smoothly in the direction of lane markings, ensuring that the vehicle remains in the center of the lane at all times. ICC intelligent adaptive cruise control is intelligent cruise in the full speed range of 0-144km/h, which can maintain an appropriate distance from the vehicle in front, and automatically complete speed adjustment, stop and start according to the speed change of the vehicle in front.
Although it is an urban SUV, Dongfeng Nissan Tanlu is still equipped with an all-terrain six-mode four-wheel drive system, which can be switched between six different modes such as automatic, economy, sports, sand, mud, and snow. In different modes, the system intelligently adjusts engine conditions, transmission logic, throttle response, traction control, dynamic stability control, electronic differential lock, and center differential.
2. Analysis of product competitiveness
From the perspective of price and product characteristics, the models in the same market segment as Dongfeng Nissan Tanlu are SAIC Volkswagen Tourang and FAW-Volkswagen Lanjing. Although the manufacturer's guide price of the two Volkswagen SUVs is higher, the actual purchase price is not very different from that of Dongfeng Nissan Tanlu because of the greater market competition pressure and more terminal discounts. In terms of the number of models available, Dongfeng Nissan Tanlu offers 5 models, SAIC Volkswagen Tourang and FAW-Volkswagen Range 7 and 12 models respectively, and the two Volkswagen SUVs have more advantages.
When it comes to vehicle configuration, we have selected models that are as close as possible to the manufacturer's guide price. Because the official price of the two Volkswagen SUVs is higher, it is not a "fair matchup". The manufacturer's guide price of the top-of-the-line model of Dongfeng Nissan Tanlu is 301,800 yuan, while the manufacturer's guide price of SAIC Volkswagen Tourang and FAW-Volkswagen Lanjing entry-level models reaches 295,000 yuan and 299,900 yuan respectively. Through comparison, Dongfeng Nissan Tanlu has obvious advantages in terms of cost performance, and enjoys a number of active safety configurations, intelligent driving configurations and seat configurations, such as moving object warning system, steep hill descent, front axle limited slip differential, parallel assist, openable panoramic sunroof, front seat heating/ventilation function, etc. It's a bit of a pity that the Dongfeng Nissan Tanlu is not equipped with automatic parking, which is standard on both Volkswagen SUVs.
3. Product quality & service trend analysis
In this regard, we will start with the failure problems of Dongfeng Nissan SUVs in the past year, and through the analysis of fault problems, we can preliminarily predict the development trend of new car quality problems in the future.
By screening the complaint data of Dongfeng Nissan SUV in the past year, it can be found that the fault problems are mainly concentrated in "generator failure" and "inability to accelerate". Among them, generator failures and inability to accelerate are mainly concentrated in the X-Trail and Qashqai models of 2019 and previous years, and the subsequent models of the year are rarely involved, which shows that the manufacturer has optimized for related problems. Since the Dongfeng Nissan Tanlu is a new model, it can be considered that the probability of the above problems in the new car is low for the time being. However, the actual situation will not be determined until it is on the market for a period of time.
With the continuous development of the mainland automobile market, the level of brand pre-sales/after-sales service, and the quality of the purchase experience have gradually become an important factor affecting consumers' final purchase. Therefore, based on the big data of the car quality network, we will analyze the common service problems of brands or car series in the past year, so as to provide a more objective reference for consumers to purchase models.
From the point of view of service complaints, "system upgrade problems" have become a service problem that car owners complain about relatively more Dongfeng Nissan brands. Through further analysis, it can be seen that this kind of service problem comes from Dongfeng Nissan Teana models.
In terms of measuring the after-sales service reputation of new cars, we will analyze the responses of enterprises to car owners' complaints, and relatively objectively predict the after-sales service reputation of new cars. According to the data of the car quality network, the response rate of Dongfeng Nissan brand to the complaints of its models in the past year is 99.8%, which is higher than the average level of joint venture brands in the same period, which shows that the manufacturers have a positive attitude towards the demands of car owners.
Fourth, after-sales service policy and network distribution
In terms of after-sales, consumers who purchase the 2024 Dongfeng Nissan Tanlu can enjoy a 3-year or 100,000 km vehicle warranty (please consult your local dealer for details).
After the purchase of the vehicle, it is bound to involve the daily maintenance of the vehicle, at which time the number and distribution of brand dealer stores are very important, and even have a certain impact on whether consumers buy the brand model. According to the statistics of the car quality network, Dongfeng Nissan currently has a total of 1,236 dealer stores in China, covering 31 provinces, autonomous regions and municipalities directly under the central government, of which the number of dealers in Guangdong, Shandong and Jiangsu is relatively large.
Summary:
Tanlu is a new strategic model of Dongfeng Nissan, which shoulders the dual task of increasing sales and brand image. In the face of fierce competition in China's SUV market, Dongfeng Nissan Tanlu chooses to rely on cost performance to win the world, not only in terms of price, but also in terms of model dynamic performance and configuration level. At the same time, Dongfeng Nissan also has a good reputation in the domestic market, which will also become a plus point for Dongfeng Nissan to explore land. Taking into account various factors, Dongfeng Nissan Tanlu's future sales performance is worth looking forward to, and it is expected to be among the mainstream camps of its market segment.