In the first half of April this year, the penetration rate of new energy vehicles in China exceeded 50% historically, in such an environment, the future of the automobile industry must rely on intelligence and electrification to continue to promote, the market share of traditional fuel vehicles will continue to decline, so we can also see that there are no electrification products, or the trend of electrification products is not good traditional enterprises, the future pressure in the market is increasing.
On May 8, 2024, Nissan Motor released sales data, which showed that in April 2024, Nissan's sales in China were 54,921 units (including passenger cars and light commercial vehicles), a year-on-year decrease of 10.43%. From January to April this year, Nissan Motor sold a total of 222,200 vehicles in China, compared with 223,300 vehicles sold in the same period last year, a year-on-year decrease of 0.49%.
It can be seen that the fuel vehicle market has been seriously squeezed, and in order to gain a larger market share, profit margins can only be sacrificed, and even if a preferential price range is given, the fuel vehicle market still has to face a downward trend in sales. In particular, Nissan's sales in China have been showing a very obvious downward trend.
In 2019, Nissan Motor's cumulative sales in China were 1,546,900 units, a year-on-year decrease of 1.1%; In 2020, Nissan's cumulative sales in China declined further, with sales of 1,456,700 units, a year-on-year decrease of 5.8%; In 2021, Nissan's cumulative sales in China will be 1,381,500 units, a year-on-year decrease of 5.2%; By 2022, Nissan's cumulative sales in China will only be 1,045,200 units, a year-on-year decrease of 22.1%; In 2022, Nissan's sales in China will directly fall below the million sales mark, with a cumulative annual sales of only 793,800 units, which is almost halved compared with the annual sales at the peak.
As the absolute main product of Nissan, Nissan Sylphy is still the pillar of Nissan. However, Sylphy still relies on overdraft brand value and corporate profits in exchange for a certain amount of sales, which is a huge pressure for the subsequent development of the company.
On the one hand, the BYD Qin PLUS Glory Edition has suppressed the price at 79,800, coupled with a number of joint venture brands have lowered the price of A-class cars, including Mazda 3 Ankesaila, Volkswagen Lavida, Hyundai Sonata, etc., the pressure on A-class cars will be increasing, and the price reduction is a long-term loss for the operation of the brand and system.
On the other hand, electrification and intelligence in the domestic market have become a trend. Domestic brands will continue to increase investment and research and development in electrification and intelligence, and for fuel vehicles in the general sense, they can only choose to continue to struggle if they can't keep up with domestic development.
Written at the end of the article
It can be seen that Nissan's sales in China are declining, and the slow pace of new energy models has a certain relationship, when the penetration rate of new energy products in the domestic auto market continues to expand, Nissan has not created a more powerful competitive product, so the lack of electrification, intelligent products Nissan cars, in terms of living space, will continue to be squeezed.