Nissan ARIYA, as Dongfeng Nissan's all-round flagship SUV, has not performed well in the market. Although it has inherited Nissan's nearly 80 years of pure electric technology precipitation and 26 years of battery research and development experience, its sales performance is still relatively lonely in the domestic market.
The cumulative sales in the three months of its launch last year were only 1,205 units, accounting for 015% share, and the share of the domestic SUV market is only 001%, ranking 328th overall.
Entering 2023, the sales situation of ARIYA is still not optimistic, with a cumulative sales of only 3,252 units from January to November, accounting for 056% share, the share of the domestic SUV market is only 003%, ranking 291st overall.
Even in the compact SUV market, its share is only 007%, which is far from the mainstream hot-selling pure electric SUVs in the same class.
As Nissan's first global strategic model, the ARIYA was officially launched in the Chinese market in September last year and is positioned as Nissan's all-round all-round flagship SUV. Based on the CMF-EV platform, it is equipped with a 63 87kWh capacity battery and has a range of more than 620 km in the WLTC mode.
Its exterior styling, especially the exaggerated and domineering V-shaped front face and coupe SUV body design, provide high brand recognition. In terms of body size, the ARIYA measures 4,603 mm in length, 1,900 mm in width, and has a wheelbase of 2,775 mm, providing spacious rear space and flat second-row floors.
In the face of fierce market competition and the rise of domestic new energy models, Dongfeng Nissan has officially reduced the price of ARIYA.
For example, the guidance for the 2024 model year 600 plus high-spec model is from 23790,000 to 17790,000;The guide price of the 2022 two-wheel drive long-range version is 28480,000, the current price is only 16580,000. Despite the improved price-performance ratio, the market response has been muted.
The case of the Nissan ARIYA reflects the need for even a technologically mature and well-designed model to meet market needs and consumer expectations. In the increasingly fierce competition in the new energy vehicle market, factors such as brand influence, marketing strategy and product positioning have become the key to determining the market performance of models.
For ARIYA, how to stand out in the highly competitive market of new energy models will be a question that Dongfeng Nissan needs to ponder.