AutoBeta(AutoBeta.net)08/05 Report--

On Aug. 5, Nissan China announced terminal car sales in June. Nissan sold 59507 terminal vehicles in China in July, down 33.57 per cent from a year earlier, while Dongfeng Nissan (including Nissan, Qichen and Infiniti brands) sold 56495 vehicles, down 34.66 per cent from a year earlier, according to the data.

On July 15, new models of Dongfeng Nissan and Xiaoke were launched. Among them, Jinke Love style launched a total of three models, the price range is 89800-103800 yuan, the highest price reduction of 34000 yuan; Xiaoke Classic launched a total of three models, the price range of 125900-145900 yuan, the highest price reduction of 29000 yuan.

On July 20, Dongfeng Nissan Ariya launched a new model, ARIYA 500, with a price of 199900 yuan, further lowering the threshold for car purchase. At the same time, Dongfeng Nissan also adjusted the prices of other Ariya versions, including 600th version, 600th Plus version, Performance version and Performance Plus version, all by 59900 yuan compared with the older models.

With the rise of domestic cars, the advantages of many overseas car companies in China, including Nissan, have been challenged in many ways. At present, competition in the pure electric market is fierce, and joint venture brands are all laying out new energy markets. Japanese car companies, such as Toyota and Honda, are making great efforts to increase the electrification transformation, successively launching bZ4X and ERV N series pure electric models, while from the domestic market, Japanese pure electric models do not have much sense of existence in China. In particular, Ariya Ai Ruiya, even if the price reduction has not been recognized by consumers.

At present, Nissan passenger car domestic models include Xuanyi, Xiaoke, Teana, Qijun, Jinke, Bluebird, Loulan and so on, of which Xuanyi is the main selling model of Dongfeng Nissan and the evergreen model of the joint venture compact car. Xuanyi sold a total of 158600 vehicles in the first half of the year, accounting for 53.7% of the total sales of the Dongfeng Nissan brand, while the decline in Xuanyi sales also directly affected the overall performance of Dongfeng Nissan. At the same time, sales of other Dongfeng Nissan models are also worrying, including Teana and Xiaoke, which sold 39200 and 48800 respectively in the first half of the year, while models such as Bluebird, Tuda and Quetta are even more miserable.

In addition to fuel vehicles, the performance of new energy vehicles is also poor. At present, the new energy models sold by Dongfeng Nissan include Qichen Big V DD-i Super Hybrid, Super Hybrid Drive Qijun, Ariya Aliya, Super Hybrid Drive Xuanyi, and Xuanyi Electric Drive e-POWER, of which 6153 were sold in the first half of the year.

In June this year, Dongfeng Nissan released the "re-Entrepreneurship Plan" to fight for new energy. Among them, the Nissan brand will launch seven electric drive models by 2026, and by 2030, 80% of the product line will be electric drive. Qichen brand launches at least two new energy models every year, and gradually challenges the goal of annual sales of 500000 units, eventually becoming Dongfeng Nissan's second growth curve.

Makoto Uchida, Nissan's chief executive, acknowledged the challenges in the Chinese market, saying Nissan must consider new measures to support its business in China. Mr. Uchida believes the decline in Nissan's sales in China has been affected by a price war in the Chinese market and a sudden surge in demand for electric cars. With a large number of electric vehicle products, local brands seize the market faster than foreign competitors. "the market situation has changed greatly" and "it is not easy to restore performance in the Chinese market."

In the era of fuel cars, Japanese cars have good brand awareness and good reputation, leather solid, durable, fuel-saving and other labels bring it a certain premium, but in the era of electric cars, these original cognitive labels have been unable to support the premium. As the later followers of electric cars, Japanese brands are no longer faced with established giants such as Volkswagen and General Motors, but Chinese brands such as BYD and Ian.

The cold wave is still clinging to the flavor of spring, and the new war is continuing. Tesla's low-cost model has been released, and the upcoming Xiaomi cars are likely to seize the position of traditional joint venture brands, but at least from the current perspective, independent brands are already some ahead.

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