Dongfeng Nissan announced the latest sales volume in July. In the overall cold winter of the car market, Dongfeng Nissan's overall sales performance is quite good: the sales volume of Dongfeng Nissan in July was 83000, up 3.5% year on year, while the cumulative sales volume of Dongfeng Nissan from January to July was 615100, up 0.7% year on year.
The sales volume of Dongfeng Nissan's SUV segment in July was 37000, up 17.1% year on year. However, the car industry has encountered unprecedented embarrassment - sales volume of new Teana is still in the "Climbing" stage, with a monthly sales volume of only 8429 but still no more than 10000 vehicles, and the worst is that sales volume of the main model, Xuanyi, has fallen and lost the title, and has only won the third place in the ranking
What happened to Dongfeng Nissan's car?
The new Teana suck but the opponent only blames himself for not giving it strength.
In fact, Dongfeng Nissan's car industry has encountered unprecedented difficulties in recent years.
And the first is the new Teana.
Around 2019, three major Japanese brands Toyota, Honda and Nissan successively ushered in the upgrading of flagship cars: new Camry, new Accord and new Teana. The growth momentum of new Camry and new accord has been strong since they were listed, especially the sales volume of Camry in July was 16213, and the cumulative sales of new cars in the first seven months was 101609. At the same time, sales volume of new accord reached 17255 in July, up 68.6% year on year. Despite the scandal of high-speed stall in rainy days and forced recall, there is no doubt that the market performance of new Accord far exceeds that of new Teana in the same period.
The reason why new Camry and new accord can achieve such beautiful results is inseparable from their own advantages. For example, the new Camry adopts the same two exterior designs in the North American market, and is equipped with a 2.5L naturally aspirated engine with a thermal efficiency of up to 40%. It is the first domestic car built on the tnga platform, coupled with the amazing interior design, it's hard not to be angry. Similarly, the new accord is not willing to show weakness, not only carrying the latest Honda full set of Honda Many "black technologies" such as sensing active security system, and the classic modeling similar to "big Siyu", no wonder that so many sales were achieved before the "stall gate" was exposed.
What about the new Teana, whose sales volume is only half of that of its rivals?
In addition, Nissan's most technologically advanced 2.0T vc-turbo turbocharged engine model appeared within a few months after its launch, which seriously affected the competition with new Camry and new accord.
It's not hard to understand that the monthly sales volume of the new Teana can't break the 10000 vehicle mark. Embarrassingly, Nissan is still trying to make up for itself: "the sales volume is in the climbing stage. After the order broke million last month, the order continued to break million in July, and the terminal sales volume reached 8429, an increase of 5.3% month on month." As a so-called "new car" which has been on the market for nearly half a year, it is still "Climbing" after several months. This attitude of strong explanation makes people laugh.
New Xuanyi's loss of champion "distribution reduction" is the biggest culprit
As the flagship driver of Dongfeng Nissan, the market strength of new Teana is a major but not fatal blow to the whole brand. What is really worrying is Xuanyi, the main model of Dongfeng Nissan, which is now facing a dilemma that will have a fatal impact on the sales of the whole brand.
According to the data in July, the sales volume of Dongfeng Nissan Xuanyi was only 28300 vehicles, down 18% year on year and 13% month on month. Xuanyi not only lost the title, but also quickly slipped to the third place.
Realistically speaking, as a top three competitor, it's normal for Xuanyi's sales ranking to fall from No. 1 to No. 3. It shouldn't be a surprise. But the main problem lies in the particularity of this month - July is also the month when new Xuanyi went on the market, and due to the decision of Dongfeng Nissan's manufacturers, the first month when new Xuanyi and classic Xuanyi sold together, the sales volume fell so fast, which is particularly abnormal.
In fact, even if the sales volume declines, it's even more embarrassing. According to the official announcement of Dongfeng Nissan, the order of new Xuanyi broke through 12500 within 15 days after its listing. This strong growth is in sharp contrast with the overall sales decline in July, which is ironic.
Why is new Xuanyi not popular?
If you have seen the configuration table of the new Xuanyi, you may not be surprised - because the configuration is too low, and some models even have the suspicion of "downsizing".
As a joint-venture sedan car with a price of 100000 +, xinxuanyi actually only provides the front plate and back drum configuration in the two low configuration cars. In order to save cost, the new Xuanyi manual version only has handbrake, while the CVT automatic version only has foot brake, and the new Xuanyi even does not have electronic handbrake.
It is also amazing to see the material of new Xuanyi wheel. The two cars with low price of new Xuanyi actually use steel wheel. As a car with a price of more than 100000 yuan, its performance is not even as good as that of a domestic car with a price of about 50000 yuan. It is ridiculous to reduce the price.