Nissan, which has broken the sales mark of one million units in the domestic auto market for eight consecutive years, was once one of the most competitive joint venture brands in the domestic auto market. But unfortunately, Nissan's sales have been terminated in 2023.
After reaching one million sales in China in 2015, Nissan will fall out of the million club for the first time in 2023, and Nissan is still facing the dual pressure of declining sales and competitive pressure in the domestic market.
According to the data, from January to December 2023, Nissan's cumulative sales in China, including passenger cars and commercial vehicles, will be 7930,000 units, a year-on-year decrease of 248%。In 2022, Nissan's sales in China will be 10550,000 units, a year-on-year decrease of 221%。
Although in the last month of 2023, Nissan's sales increased year-on-year and month-on-month, but looking at the performance of the whole of 2023, Nissan China still showed a double-digit decline. Nissan China has not stopped the downward trend for many years.
You know, this is already the result of Nissan's many adjustments to the product, indicating that the strategy of exchanging price for volume has not played a corresponding role under the impact of new energy products and competitors.
For example, Dongfeng Nissan's sales are responsible for Nissan Sylphy, and after the launch of super-hybrid electric drive and ** models, Sylphy's products are still the Sylphy classics with large discounts.
e-power has not entered the core competition of the electrification market, and Nissan's products are destined to rely on fuel vehicle products to gain market share. However, at present, the fuel vehicle market has been severely squeezed. If you want to gain a larger market share, you can only sacrifice profit margins, and even if you give a preferential range, the fuel vehicle market will still face a decline in sales.
In 2023, Nissan Sylphy's annual sales volume will be 3760,000 units, a year-on-year decrease of 10% compared with the cumulative sales of 420,000 units in 202247%。And Sylphy will also lose the title of domestic sedan sales champion in 2023. Instead, the cumulative sales in 2023 reached 4340,000 units of the BYD Qin Plus.
Previously, Nissan Teana had a strong user base by virtue of the stability and durability of the joint venture brand. However, with the entry of electrified products into the market, consumers, especially young consumers, have increasing requirements for intelligence, space, economy and power, so compared with the past, the sales of Nissan Teana have also been affected to a certain extent.
In terms of SUVs, the cumulative sales of the Nissan Qashqai in 2023 will be 113559 units, even if the all-new generation Qashqai has been reequipped with the 1. jointly developed with Mercedes-BenzThe 3-liter engine has a maximum power of 116kW and a maximum torque of 270Nm, but the Qashqai is still mated to a CVT gearbox. For a compact class with a price close to 140,000 yuan and a landing price of more than 150,000 yuan, such a configuration can not actually bring more value to consumers.
In addition, after the use of a three-cylinder engine in the compact SUV Nissan X-Trail, its sales have been basically hindered, and sales have declined sharply, although Nissan has "resurrected" the four-cylinder X-Trail, but the effect is not obvious, and the launch of the X-Trail e-power has not brought obvious results to Nissan, and the cumulative sales in 2023 will only be 32,217 units.
In the field of new energy vehicles, Dongfeng Nissan also performed poorly. Nissan Ariya sold only 3,252 units for the year.
As for the Venucia brand, the best-selling model is the Venucia V, with a cumulative annual sales of 20,807 units, which is not as good as the three-cylinder X-Trail. In addition, the Venucia large V DD-i hybrid model, which Dongfeng Nissan called a "joint venture high-quality plug-in hybrid SUV", will only sell 12,876 units in 2023.
The annual sales of luxury brand Infiniti are even more miserable. The Q50L sedan sold 2,619 units, and the SUV Qx50 and QX60 sold 1,912 and 1,493 units, respectively.
Written at the end of the article
2024 is still not optimistic for Nissan, on the one hand, the market is tightening, and Nissan needs to show greater sincerity to gain market share. On the other hand, with the continuous improvement of electrified and intelligent products, the penetration rate of new energy continues to expand, and Nissan has not created more powerful competitive products, and the pressure on dealers will further increase. According to the current market operation of Nissan China, the sales of less than one million may have just begun.