It is said that the nissan brand of car is a "mobile sofa", about this metaphor many people think of the round and slender Nissan natural sound. But as everyone knows, in the era when B-class models were in full swing, how many people still remembered that Nissan also had such a classic B-class car, which is the Nissan Bluebird classic.
The Nissan Bluebird Classic can be said to be on a par with the same brand's natural sound at the time of its launch, and among its peer competitors is a popular model such as the Honda Accord. Looking back at the configuration information of the Nissan Bluebird at that time, automatic air conditioning, multi-disc CDs, leather seats, main and auxiliary electric adjustments and other luxurious comfort features are all available.
Even if the BlueBird is placed in today's B-class car market, the configuration performance is still enough to reflect the definition of luxury driving.
Judging from Nissan's model matrix at that time, its compact sedan only had two models, Nissan Sunshine and Nissan Yida. But these two sedans are mainly in the 100,000-150,000 level competitive market. Tianlai and Bluebird are in the main price range of 200,000-250,000.
Perhaps with the overlapping competitive positions of Tianlai and Bluebird, Nissan chose to replace bluebird with the Xuanyi model in 2006. Xuanyi was listed in 2006 at a price between 143,800 and 214,800, and it is not difficult to see from the price that Xuanyi appeared to fill the blank market between Sunshine and Tianlai. It can be said that Xuanyi is a model product that reduces dimensionality competition after the replacement of Bluebird.
The time came to 2015, when the demand for young consumers became the mainstream, many new models that focused on the tone of young users emerged on the market. At this time, look at Xuanyi, since its listing in 2006, it has not undergone an update, and it still retains the design taste of home moderation, which inevitably seems to be unable to keep up with the trend. Ke Xuanyi maintains a good competitive situation in the market, and it may be counterproductive to choose to launch a replacement product, so Nissan chose to re-launch the Nissan Bluebird model in 2015. With a new generation of shape and compact positioning to meet the needs of young consumers.
The replacement of Bluebird is consistent with the popular Xuanyi in the three major pieces, and adopts the fashion avant-garde modeling concept, which is supposed to have a good response in the market competition. But now, the Blue Bird car is marginalized and far from Xuanyi.
Bluebird uses sharp lines to outline the sporty sense of fashion trends, and the slightly slippery back design of the rear of the car and the collocation of trim strips show the suspension roof design concept, which at that time still belonged to the category of personality trends. Looking at the competitors at that time, in addition to Xuanyi, most models such as Toyota Corolla and Honda Lingpai still maintain the design concept of traditional cars.
Speaking of this, some people refute it, bluebird is designed to be avant-garde, for the appearance of the face is nothing more than a problem of radish cabbage each has its own love. Returning to the model itself, everyone is still concerned about practicality. In this regard, The Buyer believes that there is still some truth in this remark, although Bluebird and Xuanyi both have a wheelbase performance of 2700mm. However, the styling of the personality also makes the height of the car lower, coupled with the slightly slippery rear design and the incongruity of the rear window ratio, making the rear driving space performance and vision environment inferior to Xuanyi.
Whether the styling design of a car is avant-garde enough, and whether the driving door is enough to pull the wind, it is important, but if the practicality and comfort of the driving space are sacrificed, consumers will still weigh the pros and cons.
The 2016 newly launched Nissan Bluebird is only a rare configuration different from Xuanyi in terms of differentiation, the top model Bluebird high-energy version uses 17-inch wheels, leather steering wheel, automatic air conditioning, while Nissan Xuanyi uses 16-inch wheels, leather seats, and manual air conditioning. In addition, the Blue Bird also added interior mood lights.
Secondly, in terms of power system, although the Bluebird engine adopts more advanced DIS fuel dual injection technology and C-VTC intelligent control system, from the perspective of power parameters, the output power of 126 horsepower and the peak torque of 154 Nm are still consistent with Xuanyi. Moreover, the drivetrain provides five-speed manual and CVT transmissions as Xuanyi.
So from these aspects, the Nissan Bluebird can be said to be a change of shell to some extent. You know, the launch of Bluebird is to meet the needs of young consumer market cars. This type of user group not only cares about the orientation of appearance, but also pays more attention to the power output and whether the configuration performance is in line with the young people's pursuit of trend driving and driving, interpreting the concept of personalized car use.
In addition to the differentiation of the product itself, the terminal pricing strategy between Xuanyi and Bluebird is controversial in the eyes of consumers. When the Blue Bird was launched in 2016, the entry-level model was more expensive than Xuanyi, and there were often no discounts on the new car listing and there was a situation of price increases. This means that Nissan Xuanyi, which has certain terminal discounts on the market, seems to have a greater win-win.
Until now, Nissan Bluebird has been launched for as many as five years, and even the current Stage Bluebird has nearly 20,000 terminal discounts. But don't forget that the fourteenth generation of Xuanyi is also a product that focuses on rejuvenation.
It can be said that Nissan has learned its lesson from the BlueBird. In addition to adopting the latest family-style Nissan Vmotion 2.0 more fashionable and dynamic sports trend design concept, there is a sense of small number one in visual aesthetics. Secondly, in order to be more in line with the young people's pursuit of power, the engine with the same code name as Xuanyi Classic HR16 has been upgraded, the power has been increased by 13 horsepower, and the torque output has also been correspondingly improved.
In addition to the optimization of modeling and power, the configuration has upgraded the tire pressure display, keyless start, engine start-stop, remote start and other high-tech functional configurations. Moreover, compared with Xuanyi Classic, the configuration performance of the low-end and medium-sized models has also been correspondingly improved.
The launch of the 14th generation Xuanyi is the same as the pricing strategy of the BlueBird, and the low-end model is higher in terms of pricing than the Xuanyi Classic. However, the pricing of the fourteenth generation Xuanyi is not inflated, but is reflected in the upgrade of the configuration and the optimization of the power. It can be said that the change of the fourteenth generation of Xuanyi has really captured the consumer's choice of purchase compared to the BlueBird.
From the perspective of market consumption law, whether a model can be based on dazzling sales performance in market competition, and the user portrait of the correct consumer group can also accurately target the market.
(This data comes from the network)
According to the 2016 analysis report on the proportion of different types of consumers in automobiles, according to the classification of age groups, the proportion of 20-29 age groups in the proportion of potential users who intend to buy in 2016 reached 44.1%, while the age group of the main consumer group was 30-39 years old, with a proportion of 55.5%.
From the data feedback, it can be concluded that the main consumer group is still mainly young and middle-aged after the 80s. For this type of user consumer group, the car of 100,000 yuan is a tool for transportation in their eyes, and whether a model looks good is not the primary consideration criterion. Xuanyi has gone through ten years in 2016, and the product characteristics reflect the most important materials that are worry-free, reassuring and reassuring.
The launch of the fourteenth generation Xuanyi is aimed at the 20+ young user groups on the market, and what they care about is that in addition to the good driving of a car, the appearance of the car, the configuration options, and the power output have become the standards for this group of people to judge the advantages and disadvantages of a model.
Therefore, the gap in market performance between Bluebird and the fourteenth generation of Xuanyi also confirms that the market demand is constantly changing, which is caused by the difference in consumer concept and consumer demand.
To this day, Nissan still has not given up on the Bluebird model. In the terminal market, Bluebird has about 20,000 naked car discounts, but the feedback to the sales performance can only be locked in the three-digit level of monthly sales, and Nissan Xuanyi ranks at the top with a sales performance of 538,680 vehicles in the whole year.
The reason for the market differentiation between Xuanyi and Bluebird is that the market audience caused by the gap in product strength is different, the same is the main young product, the fourteenth generation of Xuanyi comprehensive aspects have been improved and optimized, while the changes made by Bluebird seem to be not sincere. Secondly, in terms of terminal market performance, although Bluebird has a price reduction of 20,000, it is not difficult to see through the above table that Xuanyi Classic plus terminal discounts are even more cost-effective than Bluebird. Coupled with the good reputation accumulated by Xuanyi relying on the strength of the product, it is not difficult to explain why Xuanyi and Bluebird can show a one-sided situation in terms of sales performance.
Seeing this, many netizens have also put forward such a view, the emergence of the fourteenth generation of Xuanyi is to replace the market that Bluebird has not won. Regarding such a view, there is no way to argue from an objective point of view, but in terms of market sales feedback, the success of the fourteenth generation of Xuanyi may make up for the market that Nissan lost in those years of bluebird.