The brand, products and services are working together. What will Dongfeng Nissan do next?

if GT-R Shaped “ Technology Nissan ” The label of , Then the sounds of nature 、 Xuanyi and other products explain what is “ people · vehicle · life ”. For Chinese consumers , Dongfeng Nissan has become a household product 、 A byword for comfort . By virtue of this , Dongfeng Nissan is deeply involved in the Chinese market 19 load , The harvest is super 1400 The recognition and trust of million users .

from 0 To 1400 ten thousand , It is also the struggle history of Dongfeng Nissan enrichment . For example 2006 year -2012 year , It has created a joint venture car enterprise to complete 300 Records of production and sales of 10000 sets ;2015 year 12 month , Dongfeng Nissan realizes “ The annual sales volume exceeds one million ” The goal is ;2018 year 8 month , The first 1000 The output of 10000 complete vehicles reached .

thus , Dongfeng Nissan is in A Levels of car 、B Class cars and SUV market , Successfully created Xuanyi 、 The music 、 Qijun and other popular models .

Those who take advantage of the sea to set sail first ,6 month 18 Japan , On the 19th birthday of Dongfeng Nissan , Released 2022 close • gather • The momentum is riding the wind . Standing on a new journey , Dongfeng Nissan will focus on the brand in the future 、 Products and clients , Start low-carbon 、 Under intelligence “ Attack and challenge battle ”.

infiniti 、 qichen ,“ One's right arm ” To help

Brand strategy , Dongfeng Nissan will continue to make efforts to coordinate the three brands , Effectively integrate products and technical resources of various brands , Form complementary advantages , The three brands have different division of labor .

First , Qichen brand will undertake the task of expanding the youth 、 An important task in the field of intelligence . The Qichen brand doesn't have much historical baggage , To be able to do better , Kai Chen Da V It is the embodiment of concretization , It pries the market of young people with a more personalized appearance and intelligent configuration .

Qichen brand plays the role of explorer , No matter whether the product can hit the pain spot of young people in the end , Will play a role in the future journey of Dongfeng Nissan “ test ” The role of . qichen 2021 In, the whole vehicle series terminal retail 87816 car , Year-on-year growth 11.6%, After its return to Nissan , Positive evidence of brand development .

secondly , Further explore the luxury car market opportunities with Infiniti brand .

Under the tide of the new four modernizations , What is developing with it is the high-end demand , Infiniti is incorporated into the management system of Dongfeng Nissan , The channels that can solve the problems left over from the past cannot be rolled out on a large scale 、 The product matrix is not perfect . Infiniti will also use the springboard of Dongfeng Nissan , Realize the stride in marketing promotion .

Last , Adhere to the Nissan brand as the backbone to consolidate Nissan technology , Stabilize the basic market , Attack each major market segment with a more comprehensive product matrix .

Product change accelerates , Core technology is poised

Product layout , Nissan pure electric all-round flagship Ariya Leading , In the second half of the year, the three brands of Dongfeng Nissan will have 9 A new car is on the market .

As the key work of Dongfeng Nissan's electric transformation , nissan Ariya It combines the big space that Chinese consumers are concerned about 、 Strong power and other advantages .

nissan Ariya Zhongyiguang, the chief vehicle engineer of, once mentioned in the media communication meeting , nissan Ariya yes C level SUV, But you can feel it in the car , The interior space can reach D Class car level .

It's brand new EV A major feature given by the special platform ： The motor is miniaturized and uses a new light and thin battery , It improves the utilization of compartment space .

There is a view that , if GT-R On behalf of “ Technology Nissan ” Past , that Ariya It indicates “ Technology Nissan ” The future of . The car follows the Nissan 75 Years of pure electric technology precipitation , Its competitive advantage lies in its superior reliability and security . The same is true of Nissan's leaf , Set a continuous record 9 year 0 The success of spontaneous combustion accident , This is for Ariya The performance after listing in the future has certain reference significance .

and ,Ariya Its subversive design , It has also changed people's preference for Nissan cars 、 The fixed cognition of the golden mean . at present , This car has been officially booked .

In addition to pure electrical technology , nissan e-POWER Investment in technology , It will also become an important pillar of Dongfeng Nissan's electric drive strategy ,e-POWER Technology is driven by full-time electricity 、 The technical selling point of efficient power generation impacts the traditional hybrid market .

Compared with ordinary hybrid technology ,e-POWER The specific advantages of the technology are as follows ： First of all ,100% Large torque motor drive , It can provide users with more smoothness 、 Comfortable driving experience ; second , The engine converts electricity to charge the battery , No mileage anxiety .

According to the plan , To 2025 year , Dongfeng Nissan will complete 10 Launch of an electric drive vehicle , Comprehensively launch its counterattack in the new energy vehicle market .

Go steady and go far , More attention “ user ” In itself

In terms of user management , Dongfeng Nissan for “ Embrace users ” There will be a deeper interpretation .

This Dongfeng Nissan FAMILY DAY The holding of the event , Is one of them , It combines the current epidemic , People are eager to travel , With “ automobile + Camping ” Family gatherings in the form of .

And the same day the linkage Nissan 、 qichen 、 The car owners of the three major brands of Infiniti are all over the country 142 Cities hold at the same time , Initiate “ The world's largest cities hold camping festivals at the same time ” World record of .

On the spot, the guests jointly created “ Dongfeng Nissan loves the city ” Huge building block artworks , It will also be permanently preserved in the headquarters of Dongfeng Nissan , It can be seen that Dongfeng Nissan “ Pet powder ” Non formalism , Pay close attention to users 、 Care about users .

meanwhile , Dongfeng Nissan super app As the center of gathering users , It will also greatly improve the user's car viewing 、 Booking 、 The service experience of maintenance . It is worth mentioning that , Dongfeng Nissan also released “NI+” User brand , This is still the first among the joint venture car enterprises .

In terms of specific car purchase benefits , Dongfeng Nissan also brings multiple discounts for three brands . among , The purchase tax of all Nissan models is free 、 All risks insurance in limited time , And all models can enjoy the loan deferment service ; All models of the Qichen brand can enjoy the national purchase tax deduction 50%; Infiniti brand can enjoy streaming media rearview mirror for a limited time 、 Smart sensing rear tailgate and other smart upgrade equipment .

Many of the above measures , Not just buying a car 、 The car provides convenience , It pays more attention to the value of users 、 Emotional satisfaction and spiritual appeal , It has gone beyond the traditional definition between brand and user , Let users get a true sense of belonging .

Written in the back ：

In low carbon steel 、 Under the wave of intelligence , For a brand , It could be an opportunity , It could also be a risk , It depends on whether it can find the right direction in the change . Dongfeng Nissan complements each other through the advantages of brands 、 The vigorous launch of products 、 Energy storage of technology and strengthening the connection with users , Further strengthen the brand strength , Undoubtedly, it has made full preparations for the next journey .

Rousseau, a famous French thinker, said , Tribulation is the soil for the strong to develop their ambitions , Under the change of the industry , Now it can be used to describe Dongfeng Nissan which is sailing forward .