Imported car sales continued to decline

Recently, the Nissan 2016 Paragraph was officially launched. This is another model that Dongfeng Nissan accelerated to enter the mainstream market of imported cars in China following the launch of the "Imported Car 2.0 Strategy" in February this year. According to Chen Hao, Deputy Minister of Dongfeng Nissan Market Sales, the price of the 2016 Tuilee was 798 thousand yuan, which was reduced by 400,000 compared with the previous generation, and the product positioning was adjusted.

The background of the 2016 Tuileu listing was a sharp drop in sales of domestic imported vehicles. In the first half of this year, under the continued influence of factors such as declining macroeconomic growth, high anti-corruption impact, and localization of imported vehicles, China has cumulatively imported 523,000 vehicles, a year-on-year drop of 23.3%. Dealer inventory pressure continues to increase, and profitability dramatically drop.

“The most important factor that hinders the sales of imported vehicles is still the price factor.” Chen Hao said frankly that after the price reduction of the New Pleasure, the price of 798,000 yuan was obviously close to the people. Price adjustment is only one aspect. Liu Wei, director of imported vehicles of Dongfeng Nissan's sales department, stated that as the high-end private-use market continues to grow, the target users of Toule have shifted from industry customers and large customers to high-end private users.

Liu Wei said: “Since the second half of 2012, the share of mid- to large-scale SUVs with industry customers and large customers as their main players has been shrinking in the industry market. With the vigorous development of the SUV market, high-end private users will become the core potential consumer. Group Dongfeng Nissan entered the Chinese import car market and was supported by Nissan. Through adjusting the product prices from the source, the manufacturers will benefit and the sales volume will be increased. This will benefit more consumers."

In order to increase the sales of imported vehicles, Dongfeng Nissan will increase the number of imported car dealers. Prior to this, Nissan imported vehicles have been sold on-line with Dongfeng Nissan's domestic models. According to this year's 2.0 imported car strategy, dealerships with Nissan's imported vehicle dealerships will increase from 121 today to 729, an increase of 608. 502%. At the same time, Dongfeng Nissan will fully liberalize the distribution of imported vehicles. Any Dongfeng Nissan dealer who wants to sell Nissan imported vehicles will be authorized by the manufacturer.

With the launch of new products, Dongfeng Nissan will build a complete SUV system consisting of a full-size SUV, a mid-to-large SUV Loulan, an intermediate SUV Qijun, and small and medium-sized SUVs. The 2016 Tuileu is an important strategic model for Dongfeng Nissan's layout of the high-end SUV market. With the help of the SUV market, it bears an important responsibility for the sales of Dongfeng Nissan's imported vehicles.

Chen Hao said that although the overall economy has undergone changes this year and there have been major fluctuations in the auto market, the high-quality multi-million goal proposed by Dongfeng Nissan will not change. “Dongfeng Nissan enhances its corporate brand value through high-quality products, and continues to deepen and improve its services, channels, and marketing. New models such as the new Hakka and New Bluebird are launched in the second half of the year, and Loulan’s drive to achieve 2015 sales. Enter the million level."