Since 2018, when the Chinese auto market began to decline for the first time in 28 years, positive growth finally returned in 2021. According to data from the China Automobile Association, in 2021, the production and sales of automobiles in mainland China reached 26.082 million units and 26.275 million units, respectively, an increase of 3.4% and 3.8% year-on-year. Among them, passenger car production and sales for the whole year were 21.408 million units and 21.482 million units, up 7.1% and 6.5% year-on-year.
In this report card, there are 8 car companies with annual sales of more than one million. Among them, Dongfeng Nissan has once again achieved annual sales of millions of sales after successfully overcoming multiple unfavorable factors such as chips and epidemics, and has entered the million sales club for seven consecutive years.
Ace products to force, face the difficulties and sales to create another good performance
Thousands of grinding blows are still strong, and Ren'er's east, west, south and north winds are strong. As one of the top three Japanese companies, under the influence of many uncertain environmental risks, Dongfeng Nissan is still facing difficulties and achieving good results with millions of sales.
Relying on the dual brands of Nissan and Venucia, the terminal sales in 2021 will achieve 1134889 vehicles, of which the annual cumulative terminal sales of Japanese product brands 1047073 vehicles, with sales exceeding one million for the seventh consecutive year; Dongfeng Nissan Venucia will retail 87,816 terminals in 2021, an increase of 11.6% year-on-year. Since its first entry into the China Auto Million Club in 2015, Dongfeng Nissan's annual sales have exceeded one million for seven consecutive years, marking a perfect end to 2021.
With "VC-TURBO Super Variable Engine", "ProPILOT Super Smart Driving" and "Nissan Connect Super Smart Connection" in one, the seventh generation of Tianlai, the terminal sales reached 20,008 units in December last year, an increase of 24.8% year-on-year, creating the best monthly sales in history; the annual terminal sales volume 163741, an increase of 38.7% year-on-year, creating the best annual sales in history.
As the sales king of the national car market, Xuanyi also lived up to expectations, and the Xuanyi combination sold 50,492 terminal vehicles in December, and the cumulative sales volume from January to December exceeded 510,000 vehicles, becoming the sales force of Dongfeng Nissan.
Dongfeng Nissan SUV camp in December terminal sales of 33399 vehicles, January-December cumulative sales of 358065, of which the driver-control PLUS 2021 Qashqai, December terminal sales of 16618 vehicles, an increase of 23.5% month-on-month, January-December cumulative sales reached 161152, an increase of 2.2%.
2021 is the first year that venucia brands have been included in the management of Dongfeng Nissan. Dongfeng Nissan Venucia will retail 87,816 vehicles in 2021, an increase of 11.6% year-on-year, and the annual sales target has been successfully achieved. Among them, in December, Venucia brand terminal retailed 16,776 vehicles, an increase of 47.1% year-on-year; the terminal retail sales of the whole vehicle series once again exceeded 10,000, achieving double growth year-on-year for three consecutive months. In addition, Dongfeng Nissan Venucia Big V terminal retailed 7,008 vehicles in December.
Behind the sales volume of Changhong, thanks to Dongfeng Nissan's perfect product structure layout, and in various market segments to meet the individual needs of customers, providing a strong guarantee for the steady development of the enterprise.
Multi-point efforts to successfully meet the challenges of the industry
Under the support of strong system strength, Dongfeng Nissan successfully responded to major tests from chips, epidemics and many other aspects in 2021, and made major breakthroughs in product strength construction and service brand upgrading.
In the face of the global chip crisis, Dongfeng Nissan has launched a four-word policy of "grab", "adjust", "wait" and "replace" for the lack of cores based on the ability of supply chain systems. In 2021, the impact of lack of core on Dongfeng Nissan's goal is controlled within 15%, compared with the industry level of more than 30%, Dongfeng Nissan's excellent supply chain system has been verified again.
Creating core technology product strength is the key to market success, and Dongfeng Nissan, which is based on "technology", is also well versed in it. By continuously accelerating the landing of "Nissan Zhixing" in China, we will continue to promote the application of the five core technologies of VC-TURBO Super Variable Engine, ProPILOT Super Intelligent Driving, Nissan Connect Super Intelligent Connection, Zero Emission Nissan Pure Electric and e-POWER in more products. In 2021, Dongfeng Nissan has successively launched the first models of the new generation of X-Gun and e-POWER in China, releasing a strong product competitiveness.
In terms of services, Dongfeng Nissan has also made a lot of achievements in the past year. In addition to the "sentimental service" that has long become a benchmark brand for after-sales service of car companies, Dongfeng Nissan has further increased user stickiness through personalized and interactive experience marketing activities for different models and different consumer groups.
A heart-to-heart service annual blockbuster "This Beam of Light" shows the anti-epidemic stories and perseverance of the Chinese people to the fullest and tear-jerking spirit. Through this film, Dongfeng Nissan also showed the concept of "customer first, service first".
In May last year, the 2021㎡ giant light painting work "The Heaven of Light" staged at Yanqi Lake in Beijing created a new Guinness World Record for the world's largest light painting, and also became a successful "out of the circle" of the dongfeng day product brand spirit.
On the occasion of the Mid-Autumn Festival, Dongfeng Nissan's 2022 Xuanyi Mid-Autumn Festival live micro-variety show was held online. The Xuanyi Mid-Autumn Festival Family Banquet in 11 regions of the country was opened synchronously, and the owners of Xuanyi gathered on the night of the full moon, perfectly integrating the national car Xuanyi with the happy family.
There is also the 2021 "Sunshine Care i Reading Plan", which is widely praised by the media, which also walked through the Gobi Desert in this year, arrived at the snowy mountains of the plateau, and spread the fragrance of books and great love all the way.
Focusing on the user brand appearance of "new resonance, new connection, new relationship, new business, new infrastructure" as the core, Dongfeng Nissan also officially released a new user brand - NI+. Through NI+, Dongfeng Nissan can pull users to participate in the co-creation of public welfare, career, life and brand.
At present, NI+ has launched five major businesses, more than 70,000 car owners have signed up to become NI+ partners, more than 40,000 car owners have participated in various offline activities through the NI dare to play activity platform, and more than 120 head car friends have set up an "NI event" co-creation platform. As a result, Dongfeng Nissan has also achieved a huge leap from "embracing users" to "joining hands with users", which can be called another benchmark for the operation and service of users of joint venture car companies.
Continue to promote the transformation of electric drive and show forward-looking boldness
Standing in the ranks of technology forerunners, Dongfeng Nissan adheres to the multi-track power path jointly promoted by the three technical routes of fuel oil, e-POWER and pure electricity, which has become the optimal solution to the current goal of grabbing the beach "double carbon". VC-Turbo super variable engine leads the fuel-powered market, e-POWER and Zero Emission Nissan pure electricity to form a green synergy in the low-carbon era, with a diversified power combination to provide support for China's low-carbon goals.
Starting with the debut of the first e-POWER model in China at the 2021 Tianjin Auto Show, Dongfeng Nissan plans to launch seven e-POWER models in China by 2025. As an important engine to promote the transformation of Dongfeng Nissan electric drive, Zero Emission Nissan Pure Electric will be installed in Nissan Ariya and introduced to China in 2022, Ariya will comprehensively present Nissan's leading technologies in the three major fields of intelligent driving, intelligent power and intelligent interconnection. According to the plan, by 2025, Zero Emission will be installed in three models. By the early 2030s, the proportion of new models in Dongfeng Nissan's core market will be electrically driven to 100%. Nissan's iconic new model, the Ariya, will also meet you this year
In the past 18 years, Dongfeng Nissan has painted countless wonderful ones that belong to the era of fuel vehicles. In the 19th year of its establishment, Dongfeng Nissan has completed the cascade layout of joint venture, independence and luxury, officially opening the era of "1+1+1>3" multi-brand collaboration. Focusing on the new layout of "multi-power + multi-brand", with comprehensive electric drive and intelligence as the starting point, sitting on more than one million users with loyal fans, Dongfeng Nissan will continue to break the waves. (End)
This article was published simultaneously on China Automotive Trends Network