For Nissan, 2023 is actually not a happy year, and there are even great regrets. Because in this year, Nissan's cumulative domestic sales in China, including passenger cars and commercial vehicles, were only 7930,000 units, a year-on-year decrease of 248%。
Also in 2023, Nissan China will fall out of the million club for the first time after maintaining sales of more than one million in the domestic market for 8 consecutive years. As the main sales brand of Nissan China, Dongfeng Nissan's market performance in the past two years has also deteriorated, and it has not been as good as a year.
Dongfeng Nissan's star model, the Sylphy, will only sell 37 percent in 202360,000 units, not only was BYD Qin plus taken away the domestic sedan sales champion, but also compared with the sales of Nissan Sylphy in 2022, it decreased by 10 year-on-year5%。
After entering 2014, Dongfeng Nissan's sales in January fell by 17 percent month-on-month8% and only 780,000 vehicles. According to the official sales data released by Dongfeng Motor, Dongfeng Nissan's cumulative domestic sales in January and February this year were 1090,000 units.
In this way, Dongfeng Nissan's sales volume in February this year was only 310,000 units, a decrease of more than 60% month-on-month.
What's worse is that with the launch of the BYD Qin plus Glory Edition model in February this year, with the advantage of "electricity is lower than oil", it is very likely that Sylphy's sales will hit a new low. If Sylphy's sales collapse, then the entire Nissan China's position in the domestic auto market will be in jeopardy.
After introducing the market performance of Dongfeng Nissan in the past year or so, let's talk about Dongfeng Nissan's new car Tanlu launched on March 6.
The car is positioned as a mid-to-large SUV, and it is also the flagship SUV of Dongfeng Nissan, and it is positioned as a medium-to-large car. A total of five models will be offered with a price range of 2398~30.180,000 yuan.
The car is not only in body length over 51 meter, and the wheelbase has also reached 29 meters. Compared with the Volkswagen Touron of the same level, although the wheelbase is 80 mm shorter, the body length is also 78 mm longer, which can be seen as a "big guy".
In terms of configuration, Nissan Tanlu performance is also good, and all models are equipped with 123-inch full LCD instrument cluster, 123-inch center display, voice wake-up, voice-controlled sunroof and windows, paddle shifters, active noise cancellation, front multi-layer soundproof glass, and front axle limited-slip differential. At the same time, it also launched a 2+3+2 7-seater version and a 2+2+2 6-seater version to meet the needs of different consumers.
In terms of power, all Nissan Tanlu models are equipped with 20T turbocharged four-cylinder engine mated to a 9-speed automatic manual transmission. The maximum power is 185 kW and the maximum torque is 376 Nm.
In order to stimulate sales, Dongfeng Nissan officials also launched a sincere price for Tanlu. Before April 30, the price of the entry-level model of the Tanlu was as low as 21280,000 yuan, it can be seen that Dongfeng Nissan is still more sincere.
However, in the view of the car quick review, this is also a helpless move by Dongfeng Nissan. If you don't show enough sincerity, consumers won't pay; If consumers don't pay, Tanlu will naturally not have any sales.
At present, Nissan needs a model that can increase morale, and Tanlu undoubtedly takes on this important task.
So the question is, will Tanlu become the "savior" of Dongfeng Nissan?
Let's start with the answer: it's hard.
If you look at the sales volume of the domestic medium and large SUV market, you will find that the models that sell better are all new energy vehicles. And this situation is not a year or two. Since the end of 2020, the Ideal ONE has replaced the Volkswagen Tourang in sales, and the domestic medium and large SUV market has been the world of new energy vehicles.
If the Nissan Tanlu can be launched before 2020, it may have a battle with the Volkswagen Touron. But now the opponent that Nissan Tanlu is facing is no longer the Volkswagen Tourang, but a stronger opponent of the M7.
Soon, the ideal L6 will also be launched, and Nissan will usher in another strong competitor at that time. Coupled with the "encirclement and suppression" of the three "Volkswagen" medium and large fuel SUVs of the Tourang, Lancun and Lanjing, the pressure faced by Nissan Tanlu can be imagined.
The car express review also noticed that Dongfeng Nissan's official sales poster released in early February showed that the pre-sale orders of Tanlu exceeded 3,000 units, but in fact, the data released by the Automobile Dealers Association showed that the sales volume of Tanlu was only 21 units.
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