Recently, Nissan China disclosed its annual sales data for 2023, in which Dongfeng Nissan's cumulative terminal sales in the Chinese market were 793,768 units, a sharp decrease of 24% from the previous year06%, falling below the million mark for the first time. In recent years, Dongfeng Nissan's performance trend seems to have fallen into a "main theme" - a continuous year-on-year decline. What's more concerning is that under the tide of the global auto industry's comprehensive transformation to new energy, Dongfeng Nissan still relies heavily on the three fuel models of Qashqai, Teana and Sylphy, while the performance of its pure electric vehicle ARIYA has not met expectations, and the market response has been mediocre.
In the face of such severe challenges, Dongfeng Nissan's answer is to pin its hopes on a new model, Dongfeng Nissan Tanlu. On January 18, the new car, which is positioned as the flagship SUV of the family, officially opened pre-sales, with a pre-sale range of 23980,000-27980,000 yuan, and it is planned to be officially put on sale in the first quarter of 2024. So, can Dongfeng Nissan Tanlu really become a key chess piece to save the brand's decline? Or is it just another attempt by brands in a difficult situation?
First of all, from the design level, Dongfeng Nissan Tanlu inherits Nissan's classic design genes, boldly adopts a large-size polygonal grille with delicate chrome trim, combined with a three-section air intake design, and the overall visual impact is full. In terms of body size, the length, width and height of the new car are 5130*1981*1767 (1774) mm, and the wheelbase is up to 2900mm, which is enough to meet the needs of family users for large SUVs.
In terms of interior configuration, although the design style of Dongfeng Nissan Tanlu has not fully kept up with the aesthetic trend in 2024 to a certain extent, from the perspective of the brand's consistent interior design concept, the use of two-color stitching and fine craftsmanship makes its interior texture still remarkable. The interior of the center console adopts a design layout similar to that of a two-screen screen, supplemented by horizontal stitching decoration and chrome elements, in addition, the new car also provides a choice of 6-seat or 7-seat layout, fully catering to the family travel needs of different consumers.
In terms of power performance, Dongfeng Nissan Tanlu is equipped with a 2The 0-ton turbocharged engine has a maximum power output of 185 kW and a peak torque of 376 Nm, and the transmission system is mated to a 9-speed automatic transmission. Although the performance on paper is good, the power response in the low rev range is slightly insufficient, and the maximum torque needs to be fully released at 4400rpm, which may affect the car purchase decision of some consumers.
In summary, judging from the information revealed so far, Dongfeng Nissan's investment in the new car does not seem to show its determination to go all out, whether it is in terms of design innovation or technical improvement, it seems to be relatively conservative. Such a strategy can't help but make people question whether Dongfeng Nissan has fallen into a state of rotten or lack of innovation. In the face of increasingly fierce market competition, it is not difficult to understand the current predicament faced by Dongfeng Nissan. However, the market is changing rapidly, and whether Dongfeng Nissan Tanlu can turn things around with its own strength in the future still needs to be tested by the market and consumers after its listing.