Dongfeng Nissan has just announced its sales report for the first half of the year.
Data show that in the first half of this year, Dongfeng Nissan's sales grew against the trend, selling 305,000 vehicles.
In the first half of the year, Sylphy sold 169,000 vehicles, equivalent to more than 25,000 units sold per month.
In fact, except for the first half of this year, Nissan's performance in the Chinese market has hardly heard any good news. Prior to this, Dongfeng Nissan's sales had been declining for five consecutive years.
From 2019 to 2023, Nissan's annual sales in China will be 1,546,900, 1,456,700, 1,381,500, 1,045,200, and 793,800 respectively. It should be noted that this sales volume includes Zhengzhou Nissan, including commercial vehicles, and if Dongfeng Nissan is alone, the total sales in China in 2023 will be 670,000 units. I checked the data, Dongfeng Nissan's cumulative sales in the first half of the year were 329,000 units, I don't know how Nissan got it, the sales in the first half of this year grew against the trend, which may also be a typical case of funeral.
Nowadays, Dongfeng Nissan's sales are basically supported by a Sylphy car, in addition to Sylphy, there is only one Qashqai, and there is still a certain amount of sales. But these two models are models with relatively shallow moats, and the reason for selling well is nothing more than two words cheap.
You ask those who choose the Nissan Sylphy, what exactly do they like about this car?
Stable and good quality? So why not the Corolla? Nissan's CVT gearbox is notorious, that failure rate, you say it's stable?
Fuel efficient? Sylphy is very fuel-efficient, but this is relative to fuel vehicles, it is still incomparable with hybrid models, such as domestic plug-in hybrids, Toyota's THS hybrid, Honda's IMMD hybrid, of course, Sylphy itself also has an extended range version, but its price is high, and the sales volume is almost negligible in Sylphy's sales.
High configuration and strong sense of technology? These points have nothing to do with Xuanyi, right? And when I buy Sylphy, most of the ones I buy are still Sylphy classics.
To put it bluntly, I bought the Sylphy because it is almost the cheapest Japanese compact car, and many people buy it, so I feel that it is safe to buy this car, and cheap is the biggest reason. The same goes for Qashqai.
If you look at it again, apart from these two cars, what other models does Nissan have to offer?
Teana sold 5,560 units in May, X-Trail sold 2,888 units in May, Tanlu sold 2,002 units in May, and Tiida sold 1,736 units.
Therefore, don't look at Nissan in the first half of the year or sold 300,000 units, in fact, Nissan is now in danger, these two cars, Nissan does not dare to change the model at all, if like X-Trail, after a failed generation, then Nissan in the Chinese market will really hit the street. Therefore, Nissan is now walking on thin ice.
If we follow the general idea, it is time to stabilize the basic market of existing models and strive to develop sales of new models, so as to maintain today's sales, Nissan Motor has also done it, but it is clear that it is not doing well.
For example, in terms of pure electric models, Nissan's blockbuster model Arrow, the monthly sales are basically only a few hundred, and only 489 units were sold in May.
Another example is the new model of fuel - Tanlu, frankly speaking, the cost performance of this car is very high, but because the price of this car is more than 200,000, the monthly sales of more than 2,000 are already good, and it is difficult to become Nissan's volume model.
The problem of Nissan automobiles, at present, can not be solved by sending a few good news, the most critical may be to find a way to break the game, only relying on the Sylphy model, Nissan can only "sit and eat empty".