What I did not expect is that in the Japanese three, the first to carry, is Dongfeng Nissan.
According to relevant data, Dongfeng Nissan's 2022 terminal cumulative sales of 902,000 units, down 21.4% year-on-year, of which Nissan brand sales of 800,000 units, a decline of about 23.6%, Infiniti's sales of only 6,391 units, Venucia brand sales of 96,000 units. This sales volume, however, is the first time since 2015 that Dongfeng Nissan has fallen below 1 million units.
As one of the first foreign brands to enter the Chinese market, Dongfeng Nissan's life in China is not nourishing, but at least also smooth. But now with the crazy rise of independent brands, as well as the rapid development of the times, Dongfeng Nissan obviously some can not catch up.
In 2022, Dongfeng Nissan mainly launched two models, one is the mid-cycle model Tian Lai, a pure electric model ARIYA, but unfortunately, these two models have not been able to give Dongfeng Nissan's sales to play a positive significance, sales are sluggish. And such a status quo is the epitome of all Japanese brands in the Chinese market.
Independent brands have a qualitative leap, as well as in the new energy vehicle wind, such as Dongfeng Nissan, including the advantages of joint venture brands are becoming less and less obvious, time to 2023, fuel car sales, I am afraid that the new energy models will be further eroded, then, what exactly should be done to stabilize the basic plate? Dongfeng Nissan handed out the answer, is to reduce prices.
February 18, it is understood that Dongfeng Nissan's pure electric SUV ARIYA limited time discount reached 60,600 yuan (including government subsidies of 60,000 yuan), the discounted starting price of 224,800 yuan; in addition, other models also have corresponding price preferential adjustment, such as SYLPHY classic, now limited time 79,800 yuan drive home, etc..
Obviously, Dongfeng Nissan this series of adjustments, are telling everyone, give a chance, I want to "live".
So the market will give Dongfeng Nissan this opportunity? With all due respect, it is really hard to say, after all, for the current Dongfeng Nissan, as soon as possible to support its sales growth of new energy products is actually a top priority, but because of its previous long-term bet on oil-electric hybrid and hydrogen technology, in pure electric new energy, I'm afraid it is difficult to come up with results in the short term.
In fact, not only Dongfeng Nissan, FAW Toyota's bZ4X also in the previous official announcement 6000 yuan limited time offer. Of course, this is a good information for consumers, but I am afraid that in the long run, the bad money expel the good money, quality problems frequently, it is the consumers who suffer.
Conclusion
Finally, back to Dongfeng Nissan, the times abandoned you, not because you do not work hard, but others than you more hard. I have long said that relying on SYLPHY alone a model, sooner or later Dongfeng Nissan's sales will collapse, or to fully bloom, multi-faceted development, but Dongfeng Nissan is slow to come out of their comfort zone, the current situation, but is just eating its own bitter fruit.
