AutoBeta(AutoBeta.net)12/06 Report--

On December 6, Dongfeng Motor Co., Ltd. issued a notice: Gao Guolin will no longer serve concurrently as Deputy General Manager of Dongfeng Nissan passenger car Company, but will continue to serve as Vice President of Dongfeng Automobile Co., Ltd. Zhou Feng was appointed Vice President of Dongfeng Automobile Co., Ltd and Deputy General Manager of Dongfeng Nissan passenger car Company.

Gao Guolin is a "veteran employee" of Dongfeng Motor and has rich working experience in Dongfeng Motor. According to the data, Gao Guolin graduated with a bachelor's degree in engineering from the Department of Mechanical Engineering of Xi'an Jiaotong University in July 1988 and a master's degree in business administration from Central South University of Finance and Economics in July 1996. He has worked in Shenzhen Dongfeng Real Estate Co., Ltd., Fengshen Automobile Co., Ltd., Dongfeng Nissan passenger car Co., Ltd., Dongfeng Automobile Co., Ltd., Dongfeng Qichen Automobile Company, Dongfeng Automobile Group Co., Ltd. In July 2021, Dongfeng Motor Co., Ltd. issued a notice announcing the recommendation of Gao Guolin as vice president of Dongfeng Motor Co., Ltd and deputy general manager of Dongfeng Nissan passenger car Company. It is understood that Gao Guolin holds positions in the fields of financial management, business planning management, enterprise management, and operation management of Dongfeng Motor, with full value chain management thinking and rich management experience.

Zhou Feng is also a "veteran" of Dongfeng Motor. He graduated from the Institute of Nuclear Energy and New Energy Technology of Tsinghua University in 2004 with a master's degree in engineering. Joined Dongfeng Nissan Technology Center in July of the same year, and successively served as Deputy Minister of the first Development Department of Dongfeng Nissan Technology Center, Minister of vehicle Development Department, Minister of car body Development Department, full-time Deputy Director of Technology Center, Deputy Director of Technology Center, Deputy General Manager of Dongfeng Qichen Automobile Company, and Party Committee Secretary of Dongfeng Nissan R & D and Purchasing Department. In March 2021, he successively served as Deputy General Manager of Strategic Planning Department of Dongfeng Automobile Group Co., Ltd., General Manager of Strategic Planning and Technology Development Department, General Manager of Strategic Development Research Center.

At present, life is not easy for Dongfeng Nissan passenger cars. Dongfeng Nissan passenger cars are mainly engaged in Nissan, Infiniti and Qichen brands, among which Nissan brands account for the majority of Nissan's sales in China, including Xuanyi, Teana, Qijun, Xiaoke, Tuda, Jinke, Loulan and other models. New and old Xuanyi is the sales support, with a cumulative sales volume of 288600 vehicles in the first 10 months. Dongfeng Nissan has fallen out of the top 10 in the list of manufacturers' sales released by the FIFA, with Guangzhou Automobile and Toyota as the only Japanese joint venture in the TOP10.

Nissan is also well aware of the difficulties encountered in the Chinese market. Nissan said sales in other regions were up sharply year-on-year, except for the decline in sales in the Chinese market, which was affected by increased competition in the industry and the accelerated transformation of local brands to new energy vehicles. "We will take strategic steps to improve our performance in the Chinese market and plan to launch four new energy models in the Chinese market from the second half of 2024," said Makoto Uchida, president and chief executive of Nissan. "these measures further demonstrate Nissan's ongoing commitment to the realization of Nissan's Nissan Ambition 2030 Vision."

On November 11, Nissan senior vice president, chairman of Nissan China Management Committee and president of Dongfeng Motor Co., Ltd. announced that 10 locally developed new energy vehicles, including Nissan, Qichen and Dongfeng brands, will be launched into the Chinese market by the end of 2026. Among them, Nissan brand's first independent research and development of new energy vehicles will be launched in the second half of 2024. Chen Hao, member of the standing Committee of the Party Committee and Deputy General Manager of Dongfeng Motor Group and Executive Vice President of Dongfeng Motor Co., Ltd., said that a more thorough local industrial chain will be built in the future to further differentiate the brand positioning of Nissan and Qichen.

With the rapid rise of independent brands, and under the tuyere of new energy vehicles, the advantages of joint venture brands are becoming less and less obvious, and the decline of German-Japanese joint venture brands has become a consensus. Not long ago, it was revealed that GAC Honda had laid off 900 people, or 6.9% of the total, for the first time in its 25-year history. In addition, FAW Toyota significantly reduced production to February next year, Tianjin plant part of the aging production line to stop production.

In the view of the industry, there are still opportunities for joint venture brands, but changes must be made, especially at the marketing and technical level. Germany and Japan account for 40% of the Chinese market, indicating that Chinese consumers are not far away from joint venture brands, joint venture brands still have great opportunities for development in the Chinese market, and changes in technology and marketing are inevitable. however, if it is still unchanged, enjoy its success, do not adapt to the times for iteration and upgrading, then it is also doomed to be eliminated by the market. For joint ventures such as Nissan, the transformation in the Chinese market has only just begun.

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