AutoBeta(AutoBeta.net)07/20 Report--

On July 20, Dongfeng Nissan Ariya launched a new model, ARIYA 500, with a price of 199900 yuan, further lowering the threshold for car purchase. Compared with other models, the core difference of the new car is that it uses a small battery pack with a capacity of 65kWh, which can provide 501km's CLTC integrated mileage. At the same time, Dongfeng Nissan also adjusted the prices of other Ariya versions, including 600th version, 600th Plus version, Performance version and Performance Plus version, all by 59900 yuan compared with the older models.

ARIYA Airiya is regarded as a landmark product of Nissan's electric transformation, which plays an important role in Nissan's electric transformation. ARIYA Aliya is Dongfeng Nissan's first pure electric cross-border SUV and the first model with the new "NISSAN" LOGO. The new car is based on the CMF-EV platform, positioning pure electric compact SUV, officially launched on September 27th, 2022, the price range is 27.28-342800 yuan.

In terms of power, ARIYA Aireya offers a choice of two-wheel drive and four-wheel drive versions, in which the two-wheel drive version is equipped with a single motor with maximum power of 178kW with a peak torque of 300Nm, and the four-wheel drive version with a front and rear motor with maximum power of 160kW with a peak torque of 600Nm. In terms of batteries, the new car is equipped with ternary lithium-ion battery pack, and the CLTC pure electric mileage is 623km.

In January, Dongfeng Nissan launched a comprehensive subsidy of 32600 for all-wheel-drive models, with a price range of 25.28-264800 yuan for the two-wheel-drive version and 29.78-312800 yuan for the four-wheel-drive model. In February this year, Dongfeng Nissan further reduced the price of Ariya, offering a discount of 60, 000 yuan under the superimposed government and enterprise subsidies, covering all Ariya models, with a price of 224800 after the discount.

From the initial price of 272800 yuan to today's 224900 yuan, and then to the launch of a low-end model with a price of only 199900 yuan, Ariya's sales may be in the doldrums. From January to June 2023, Ariya sold 67, 64, 329, 495,297,102 respectively, with a cumulative sales of only 1354 vehicles in the first half of the year, according to the data of the Federation of passengers.

As a compact all-electric SUV model, Ariel's competitors include Volkswagen ID.4, Toyota bZ4X and other joint venture models. Volkswagen's ID.4, by contrast, fared better, selling 24975 vehicles (including ID.4/ID.4 CROZZ) in the first half, while Toyota's bZ4X was dismal, with 9173 vehicles sold in the first half.

On July 6th, FAW-Volkswagen targeted ID. Family series of models launched time-limited discount activities, from now on ID. Family models start at 155900 yuan, with a maximum price reduction of 89000 yuan. At the same time, SAIC-Volkswagen also announced a price reduction of up to 37000 yuan for its ID.3 model, which is currently sold from 125900 yuan.

With the changes in the car market, the current pure electric market competition is fierce, joint venture brands are in the layout of the new energy market, such as Toyota and Honda as the representative of the Japanese car companies are vigorously adding electric transformation, have launched bZ4X and ERAL N series of pure electric models, while from the domestic market, Japanese pure electric models do not have much sense of existence in the country, especially Ariya, even the price reduction has failed to erode the market share of other brands.

In addition to reducing the price of pure electric models, Dongfeng Nissan also reduces the price of fuel vehicles. On July 15, new models of Dongfeng Nissan and Xiaoke were launched. Among them, Jinke Love launched a total of three models, the price range is 89800-103800 yuan, the highest price reduction of 34000 yuan; Xiaoke Classic launched a total of three models, the price range of 125900-145900 yuan, the highest price reduction of 29000 yuan

In the first half of the year, Dongfeng Nissan's cumulative sales of 336129 vehicles, down 24.9% from the same period last year, is the largest decline in the list. In terms of specific models, the model with the highest sales is Xuanyi, which is sold in the same house with new and old models, with a cumulative sales volume of 158635 in the first half of the year, followed by Xiaoke, which is 48765. As for the strongest customer with the biggest price reduction, the cumulative sales in the first half of the year were only 2570 vehicles, and perhaps a sharp price cut is also expected to lead to sales growth.

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