AutoBeta(AutoBeta.net)05/05 Report--

On May 5, Dongfeng Nissan Infiniti Division announced that Mr. Xin Yu, General Manager of Dongfeng Nissan Automobile sales Co., Ltd., will also serve as Chief Minister of Infiniti Business headquarters of Dongfeng Nissan passenger car Company of Dongfeng Motor Co., Ltd. Mr. Wang Baojun will serve as Deputy Chief Minister of Infiniti Business headquarters of Dongfeng Nissan passenger car Company of Dongfeng Motor Co., Ltd. Mr. Mao limin will serve as vice president of special projects of Nissan (China) Investment Co., Ltd., and general manager of Infiniti China Management Committee.

According to data, Wang Baojun joined Dongfeng Nissan in 2003. He has successively served as Deputy Minister of Marketing Department of North China sales headquarters and Chief of sales Management Section of North China first region of Dongfeng Nissan passenger car Company of Dongfeng Automobile Co., Ltd., Deputy Minister of Regional support Office of Marketing headquarters and Business Development Department of Dongfeng Nissan passenger car Company of Dongfeng Automobile Co., Ltd., Deputy Minister of Dealer Development Department of Dongfeng Nissan passenger car Company of Dongfeng Automobile Co., Ltd. Dongfeng Nissan Automotive sales Co., Ltd., head of sales and other important positions. Mao limin has worked for Bosch, Johnson controls, Valeo and other companies, served as head of after-sales service department of Dongfeng Nissan passenger car company's marketing and sales headquarters in 2017, and became managing director of Infiniti China and general manager of Dongfeng Infiniti Automobile Co., Ltd in 2019. Xin Yu joined Dongfeng Nissan in February 2018 as general manager of Dongfeng Nissan Automobile sales Co., Ltd., in charge of marketing and sales.

It is understood that this is a major change in organizational structure and personnel management after Dongfeng Infiniti was incorporated into the Dongfeng Nissan management system. On January 5, 2022, Dongfeng Motor Co., Ltd. (hereinafter referred to as "Dongfeng Co., Ltd.") announced that Dongfeng Infiniti will be brought into the management system of Dongfeng Nissan as an independent business headquarters, together with Nissan and Qichen brands. Infiniti will become the third brand of Dongfeng Nissan. This also means that Dongfeng Infiniti will no longer be the independent division of Dongfeng Motor Co., Ltd., but will become the third brand under Dongfeng Nissan, and Dongfeng Nissan will have three brands: Nissan, Qichen and Infiniti.

It is understood that this is a major change in organizational structure and personnel management after Dongfeng Infiniti was incorporated into the Dongfeng Nissan management system. On January 5, 2022, Dongfeng Motor Co., Ltd. (hereinafter referred to as "Dongfeng Co., Ltd.") announced that Dongfeng Infiniti will be brought into the management system of Dongfeng Nissan as an independent business headquarters, together with Nissan and Qichen brands. Infiniti will become the third brand of Dongfeng Nissan. This also means that Dongfeng Infiniti will no longer be the independent division of Dongfeng Motor Co., Ltd., but will become the third brand under Dongfeng Nissan, and Dongfeng Nissan will have three brands: Nissan, Qichen and Infiniti.

As one of the luxury car brands, Infiniti entered the Chinese market before it was too late. In November 2006, Infiniti was introduced into the Chinese market from the North American market. The previous introduction of pure imported models such as FX37, QX56, G37 and so on has brought good user reputation to Infiniti. In July 2010, in order to comply with the continuous growth of China's luxury car market, Infiniti China Enterprise headquarters was established. Infiniti moved its global headquarters to Hong Kong in May 2012. Announce that China has become Infiniti's second largest market in the world after North America. In August 2014, with the formal establishment of Dongfeng Infiniti Automobile Co., Ltd. and entered the domestic stage, Infiniti domestic models were produced in Xiangyang factory. At present, Dongfeng Infiniti has three models on sale, including the first domestic model Q50L in November 2014, the second domestic model QX50 in March 2015, and the third domestic model QX60 in February 2022.

According to data released by Dongfeng Automobile Group Co., Ltd., Dongfeng Infiniti sold 8697 vehicles in 2021, down 66.15% from the same period last year, and 2476 in the first quarter of 2022, up 320.37% from the same period last year. Previously, Dongfeng Infiniti sales peaked in 2017, up 16.4 per cent from a year earlier to 48408 vehicles, compared with 28868, 33417 and 25695 respectively from 2018 to 2020.

What continues to decline with sales is the news that dealers are constantly exposed to withdraw from the network. According to public data, the number of Dongfeng Infiniti dealers nationwide in 2018 was 129, but the number of Dongfeng Infiniti was only 106 by the end of 2021, with a withdrawal rate of more than 10% in two years. The automobile industry is concerned that after the launch of the first domestic model Q50L in November 2014 and the second domestic model QX50 in March 2015, there have been only two domestic models in the past six years. Although the third domestic model has been listed this year, the pattern of the domestic luxury car market has quietly changed, and the continuous decline in sales proves that the Chinese people do not recognize the Infiniti brand. At the same time, Lincoln, also a luxury brand, was also on the verge of extinction in the domestic market, but the Lincoln brand continued to set sales records after it began to launch domestic models such as adventurers, aviators and navigators in 2020. According to the data, the Lincoln brand sold 89000 vehicles in the first quarter, up 109.1% from a year earlier.

At present, with the high-end of independent brands, the life of joint venture brands and traditional luxury brands in the Chinese market is becoming more and more difficult, if they can not keep up with the rapid changes of the Chinese market, especially with the changes of China's new energy vehicle market, the tail enterprises of joint venture brands and independent brands will face the fate of not being able to bear it.

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