AutoBeta(AutoBeta.net)03/03 Report--

On December 7th, Nissan China announced terminal car sales in November. Nissan sold 74879 terminal cars in China in November, up 2.2 per cent from a month earlier and 56.05 per cent year-on-year, according to data. Of this total, Dongfeng Nissan (including Nissan, Qichen and Infiniti brands) sold 70648 vehicles, up 55.80% from a year earlier.

In response, Mr. Shohei Yamazaki, senior vice president of Nissan Motor Co., Ltd., chairman of Nissan China Management Committee and president of Dongfeng Motor Co., Ltd., said: "in the face of the changing business environment in the Chinese market, in order to ensure the sustainable development of the business and fulfill its commitment to the market and consumers, Dongfeng Motor Co., Ltd. issued a new strategy of starting DNA+' in November."

Taken together, Nissan's sales in China increased significantly in November compared with the same period last year. The reason is that in the same period last year, Nissan China was affected by persistent external factors such as an industry-wide shortage of chips and other components, as well as the COVID-19 epidemic, when Nissan's sales in China fell 52.5% year-on-year to 47983 vehicles. It should be noted that Nissan China is still in a downward trend by extending the time to the previous November. Nissan sold 694895 terminal vehicles in China from January to November 2023, down 28.71 percent from a year earlier, according to data.

At present, Nissan's main sales in China come from Nissan passenger cars, including 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 joint venture compact car. From January to October this year, Xuanyi sold 288619 vehicles, followed by Xiaoke and Teana, with 85482 and 71435 respectively, followed by Qijun with 44716 and less than 15000 other models, according to the Federation of passengers.

In addition to fuel cars, the new energy models currently on sale at Dongfeng Nissan include Qichen V DD-i Super Hybrid, Super Hybrid Drive Qijun, Ariya Aireya, Ultra Hybrid Drive Xuanya and Xuanya Electric Drive e-POWER, of which Ariya is a pure tram launched by Dongfeng Nissan last year, based on Nissan's new pure electric vehicle platform, positioning compact SUV, the current price range is 9.99-282900 yuan. But the car failed to stir up waves in the car market. Data show that Ariya sold 2707 vehicles from January to October, of which only 988 in October.

It is worth mentioning that the poor sales of Ariel ARIYA pure trams is only a microcosm of Japanese car companies. Take Honda as an example. Honda China launched two pure electric models in the domestic market last year, but sales of the two models have remained sluggish since their launch. According to the data, Dongfeng Honda e:NS1 sold 5880 vehicles in October, while Guangzhou Auto Honda e:NP1 sold 4415 vehicles.

From the current analysis, fuel vehicles are still the tone of Japanese cars to maintain sales, and Japanese joint ventures still play an important role in the development of China's passenger car market. However, with the transformation and change of the car market, as well as the rise of domestic independent brands, Japanese car companies no longer seize the time to make changes, perhaps the follow-up life will be more difficult. As the saying goes, "if you don't change, you will die, and if you change, you will live."

At present, Nissan China is accelerating the layout of the new energy racetrack. According to the plan, Nissan China will launch 10 locally developed new energy vehicles into the Chinese market by the end of 2026, including Nissan, Qichen and Dongfeng brands. Among them, Nissan brand's first independent research and development of new energy vehicles will be launched in the second half of 2024.

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