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Sima, Dongfeng Nissan's flagship sedan and its positioning sports car, has been quietly discontinued due to poor sales since the domestic listing was officially announced at the 2016 Beijing Auto Show. After Honda Goshitu, Toyota Ruizhi and Crown, Nissan Sima has also become another Japanese medium-and high-end car that has been suspended from the market.

Earlier, it was reported that Nissan Sima was discontinued for sale a long time ago because it was not recognized by the market, and there were no follow-up models for the car in China. Recently, we learned from the Dongfeng Nissan website that the official promotion of Nissan Sima has been officially withdrawn, which means that the car has been completely abandoned by the manufacturer and brand, and Sima is coming to an end in the Chinese market.

Based on the two-car strategy and the grand strategy of product differentiation, Dongfeng Nissan Sima was born. In the domestic joint venture medium-sized car market, Toyota had Camry and Ruizhi at that time, Honda had Accord and Spieler, and the two models created by their respective brands had their own clear market positioning, one focused on the family utility car market, the other is the main sports car market, only another Japanese mainstream brand Nissan, only Teana a medium-sized car that focuses on the household utility market. Against this background, Nissan Sima, which focuses on sports positioning, has arrived.

The difference is that Toyota and Honda have two joint ventures in China, which can respectively launch models of the same level, while Dongfeng Nissan further strengthens the sports attribute of domestic Sima in order to avoid internal friction, and the car also has a higher market positioning. In order to form a clear product positioning with Teana. Dongfeng Nissan Sima was officially listed in China at the Beijing Auto Show in April 2016. the price is 234800 yuan to 267800 yuan, with a 2.5L naturally aspirated engine. Compared with Teana's 2.5L model, the starting price is 30,000 yuan higher.

Sima and the previous generation of Teana belong to the same platform, the overall design of the former is relatively avant-garde movement, so as to meet the needs of some young consumer groups, its appearance in the product a few years ago, is also relatively radical. Including the use of Nissan V-MOTION central grille, flat cockpit, suspended roof and other design elements, the rear also uses a double exhaust layout, a number of details are also highlighting the market positioning of its movement.

Interior decoration is also a highlight of Sima, which has won the Ward Top Ten Interior Decoration Award. The design of the flat-bottomed steering wheel is also the embodiment of its sports elements, and the complex center console is generally tilted to the driver's side, equipped with a 7-inch color screen. In terms of power, Nissan's Sima is powered by a 2.5L naturally aspirated engine with a maximum output of 186hp and a peak torque of 234Nm. It matches a 7-speed CVT continuously variable transmission with an official 0-100km/h acceleration time of 9.5s.

The market sales of Nissan Sima have been very poor since it went public. It can be said that Sima did not help Nissan seize market share in the 250000-yuan mid-and high-end B-class car market. a large part of the reason is that the brand height is not up to date and the products and prices are not recognized by consumers. Most consumers think that Sima is a sporty Teana, but its price is tens of thousands higher, and the price alone is enough for consumers to kick it off the list.

From the data analysis, Sima's entry into China is indeed a failure. Nissan sold 2279 Sima units in 2016 and declined in the second year, with cumulative sales of 1172 units in 2017, according to data. In 2018, Sima sold 1406 vehicles, with a monthly average of just over 100. it has entered a semi-stop state in 2019, with only five units sold for the whole year. In 2020, Nissan sold six Sima units from January to May. In the four years since its launch, Nissan has sold less than 5000 Sims in total.

After years of sluggish sales, Nissan has not completely stopped the Sima model, and has maintained the life cycle of Sima with order production in recent years. The direct reason leading to the complete suspension of production is the full implementation of the national six emission standards, while the current Sima model does not match the national six version. According to the requirements of relevant documents, from July 1, 2020, the national six emission standards for light vehicles will be implemented nationwide, and the five emission standards for light vehicles in the producing countries will be banned, and imported light vehicles should also meet the national six emission standards.

Sima has not made any upgrades since it went public in 2016, largely because the sales volume is not enough for manufacturers to invest more in it. On the whole, Dongfeng Nissan can ahead of the launch of the campaign-oriented Sima, or has a certain market foresight, but due to the consumer environment at that time, as well as high product pricing problems, led to the car can not open the market, Sima began to be gradually abandoned. With the introduction of the brand-new Teana, which is more thoroughly athletic, Sima has completely lost the market opportunity and the meaning of existence.

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