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Dongfeng Nissan's new Xiaoke was officially unveiled at the 2023 Shanghai Auto Show. As a replacement model, the new Xiaoke is based on the Nissan CMF-C platform, with a younger appearance and a light hybrid power system consisting of a 1.3T four-cylinder engine, which is expected to go on sale in August. As a reference, cash Dongfeng Nissan Xiaoke launched five models with an official guidance price of 15.49-188900 yuan.

In terms of appearance, the brand-new Xiaoke uses the latest "V-Motion" family design language, the new "V" inverted trapezoidal grille size slightly improved compared with the previous generation of models, the interior also uses a more dense honeycomb design, the C-shaped split headlights on both sides of the front, the shape is narrower and longer, the air intake also becomes a triangular design, the overall style is more sharp.

On the side of the body, the new Nissan Xiaoke still maintains the standard SUV style. the sunken roof and sloping rear windows make the new car look more fashionable, and the black wheel eyebrows and side skirts highlight its youthful orientation. In the rear part, the new car basically continues the design of the old model, the upper narrow and lower wide shape makes the rear visual effect appear more stable, and the surrounded silver guard also enhances the movement flavor of the whole car, but the rear lights adopt a new style. the lamp cavity design is also more exquisite. In terms of size, the length, width and height of the car are 4440/1840/1627mm, wheelbase 2665mm, and still locate the compact SUV.

In terms of interior decoration, the new Xiaoke will provide a 12.3inch full LCD dashboard, a 12.3inch suspended central control screen and a 10.8inch HUD head-up display. The area of the air conditioning control unit under the central control screen is full of physical buttons, which improves the convenience of operation to a certain extent. In addition, the car is covered with a large number of soft materials, as well as leather packaging, the overall texture is still relatively pragmatic.

In terms of power, the new Xiaoke will be equipped with a light hybrid power system composed of 1.3T turbocharged engine and an additional 12V light hybrid system, with the maximum power of the engine being 116kw. The transmission system will match the CVT gearbox. In terms of chassis, the whole system adopts front McPherson and rear multi-link four-wheel independent suspension.

Xiaoke, one of the three main models of Dongfeng Nissan, was launched on March 12, 2008. the price range is 16.78-219800 yuan, with only 2.0L engine, maximum power 102kW, maximum torque 198Nm, except for the entry-level version of 6MT gearbox, all other configurations are CVT, top and secondary top configuration provide all-wheel drive. According to statistics, once Xiaoke made its debut, it won 5000 orders. against this background, Dongfeng Nissan set an annual sales target of 50, 000 vehicles in 2008, but in the end, Xiaoke sold only 23800 vehicles, which failed to meet the annual sales target on schedule. In October 2015, the second generation of Xiaoke went on sale in China, with a price range of 13.98-189800 yuan, with 1.2T and 2.0L self-priming engines, matching six-speed manual and CVT gearbox. Although the space of the compact SUV is obviously lower than that of the CR-V and RAV4 models, its price is similar to that of Qianzhi and Ankora, and it has obvious advantages over the small SUV. Xiaoke, which is hit by the reduced dimension, soon caught up with the sales of Xizhi, selling 140000 vehicles for the whole of 2016.

As early as February 2021, Nissan released the third generation of Xiaoke overseas, with an overall shape similar to that of Xinqi Jun, which is also due to the fact that Xinxiaoke is based on the CMF-C/D platform like Xinqi Jun, and from a comprehensive positioning point of view, it will compete with Volkswagen Tanguo, Honda colorful Zhi, Toyota Fenglanda and other models after listing. Retail data show that annual sales of Haoke in 2022 were 150621, down 6.5% from a year earlier, compared with 22553 in the first quarter of 2023.

According to Dongfeng Nissan's official website, the models currently on sale include SUV Qijun, Xiaoke, hot passenger, Loulan, Tuda, sedan Quanta, Teana, Xuanyi, Bluebird and other models, but there are only three models that have performed well in the market, namely Xiaoke, Teana and Xuanyi. Nissan sold 161961 vehicles in China in the first quarter of 2023, down 36.8 percent from a year earlier, with Dongfeng Nissan (including Nissan, Qichen and Infiniti brands) selling 151467 vehicles.

In terms of specific models, Xuanyi sold 70122 vehicles in the first quarter of 2023, accounting for 46.3% of Dongfeng Nissan's total sales; Teana sold 15894 vehicles, accounting for 10.5% of Dongfeng Nissan's total sales; and Xiaoke sold 22553 vehicles, accounting for 14.9% of Dongfeng Nissan's total sales.

Previously, Dongfeng Nissan, relying on the car / SUV camp composed of Xuanyi, Teana, Xiaoke and Qijun, could still compete with Toyota and Honda joint ventures, but since the failure of the replacement of Xinqi Jun, it has directly led to a decline in the sales of Dongfeng Nissan. For a long time in the future, it is expected that the market performance of Dongfeng Nissan will be difficult to improve, and Qijun's failure will be difficult to recover. And Xuanyi, Teana, Xiaoke these three models will not be lost.

For Nissan and other Japanese brands, it is very important to stabilize the original basic set of fuel vehicles and at the same time launch new energy products that can support sales growth as soon as possible, but Japanese brands have long been betting on gas-electric hybrid and hydrogen fuel technology. there is a lack of technical reserves in the direction of pure electric, so it is difficult to narrow the gap in the short term.

At present, Chinese independent brands have become the dominant players of new energy vehicles, and consumers' expectations of new energy vehicle products are also affected by the marketing of these brands. even some consumers have formed a backward perception of joint venture brands in the field of new energy vehicles. Once this concept is formed, it will have a far-reaching impact on the brand.

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