Positioning light commercial vehicle base Zhengzhou Nissan out of the way


After a few years of walking on the edge of the joint venture company, Zhengzhou Nissan’s corporate positioning finally became clear in 2007. At the end of May, Dongfeng Motor Co., Ltd. announced that Zhengzhou Nissan will serve as the major development base of the NISSAN brand light commercial vehicle and strive to strengthen the NISSAN brand for light commercial use. The development and growth of cars in China. At the same time, in order to maximize the value of brand operations, Dongfeng Motor Co., Ltd. will continue to own a 51% stake in Zhengzhou Nissan, and will support and supplement Zhengzhou Nissan in R&D, production, and sales network resources.

Hao Sijian, deputy general manager of Zhengzhou Nissan, said that in 2007 will be a turning point in Zhengzhou Nissan. Before this, due to the unclear overall positioning, Zhengzhou's Nissan was in a bad situation. The annual output in the past few years has been hovering around 20,000 units. After a clear positioning, Zhengzhou Nissan will push three new cars this year. At the same time, the production and sales targets have also been raised from 30,000 to 40,000.

Of the three new models, the 2007 NIS-SAND22 gasoline pickup will be on the market. Zhengzhou Nissan's first MPV "Ode Xuan" and "Odin" SUV will be listed in July and August of this year. Both will be linked with Dongfeng Motor's own car logo and become a new member of the Zhengzhou Nissan passenger car series after Paladin. .

According to reports, "Yu-Hsuan" and "Odin" were born out of Nissan Serena's MPV platform and Zhengzhou Nissan's Paladin platform, respectively, but there are many improvements in technology, respectively, the main attack medium-sized MPV market and mid-level SUV market, the price range is 150,000 to 200,000 yuan, and 130,000 to 180,000 yuan. The sales target for the two vehicles this year is 5000 vehicles and 8000 vehicles respectively.

As one of Nissan’s earliest investment projects in China, as early as 1993, Nissan had 5% of Zhengzhou’s Nissan shares (after several adjustments, the ratio rose to 30%). In 1999 Zhengzhou Nissan introduced the Nissan D22 pickup truck. Due to the small size of the positioning market, the days just started are not easy.

After Nissan aggressively entered the Chinese market, it re-selected its partners as the east wind. As for the Zhengzhou Nissan, which has been struggling to manage, only a new model of the Paladin SUV was obtained from Nissan. On July 1, 2003, Dongfeng and Nissan officially announced the establishment of a joint venture company, Dongfeng Motor Co., Ltd. With the cooperation between Nissan and Dongfeng on the right track, Zhengzhou Nissan is gradually being marginalized in the overall layout of Nissan China.

On March 16, 2005, Dongfeng Motor Co., Ltd. announced that the company spent 352 million yuan to acquire 51% of Zhengzhou Nissan. This transfer of equity resulted in the strategic integration of Nissan’s business in China, and Nissan finally emerged in the Chinese market with a unified brand image.

However, the Zhengzhou Nissan that was included in the Dongfeng-Nissan system did not immediately usher in a turnaround. An outdated Paladin has maintained its strength for several years. The previously relied on pickup business has also been faltering due to market capacity problems. The most depressing factor for Zhengzhou Nissan’s China is that he wanted to use Nissan’s “East Wind” to cooperate with Renault, who had intended to enter China, to produce cars. However, he eventually became a cake.

In 2002 and 2003, the profits of Zhengzhou Nissan were 100 million yuan and 300 million yuan respectively. However, with the lack of success in new cars and the overall market trend, in 2005, the annual profit of Zhengzhou Nissan dropped to more than 80 million yuan. In this regard, analysts pointed out that the decline in Zhengzhou's daily production is not accidental. After entering the Dongfeng-Nissan joint venture system, the Japanese side has not yet injected new models into Zhengzhou Nissan. With only a single product, the joint venture company has difficulty in operating smoothly. “The structure of the past products is indeed a problem,” said Guo Zhenjun, general manager of Zhengzhou Nissan.

Hao Jianjian said that after a clear positioning, the future technology of Zhengzhou Nissan will keep pace with Nissan's global market. The technology R&D center of Zhengzhou Nissan has become part of Nissan's global technology research and development center, and is one of Nissan's R&D centers in China. It shares information with Nissan's global technology center and related resources, and undertakes R&D of NISAAN brand light commercial vehicles. At the same time, the technology center will also work closely with the "Dongfeng Motor" product research and development institute to conduct research and development of self-owned brand vehicles.

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