AutoBeta(AutoBeta.net)05/10 Report--

On May 7, Zhengzhou Nissan Automobile Co., Ltd. held a cadre meeting. Zheng Hongyi, head of the Organization Department of the Party Committee of Dongfeng Company, announced the decision on the appointment and removal of cadres: Qin Xuanyuan will no longer serve as general manager, party committee secretary, and party committee member of Zhengzhou Nissan Automobile Co., Ltd. another appointment; recommend Sun Yanwei as general manager of Zhengzhou Nissan Automobile Co., Ltd. Yao Liwen was appointed party committee member and party committee secretary of Zhengzhou Nissan Automobile Co., Ltd. The appointment and removal of relevant posts shall be handled in accordance with the relevant provisions.

According to the data, Qin Xuanyuan graduated from Jilin University of Technology and worked in 1991. He has successively served as Vice Minister of Zhengzhou Nissan Technology Center, Deputy Minister of quality Assurance Department, Vice Minister and Minister of Manufacturing Department, Minister of SCM (supply chain Management) Department, Director of Zhongmou Factory, head of sales Department of Marketing and sales headquarters, and General Minister of Marketing and sales headquarters. In 2018, Zhengzhou Nissan issued a personnel appointment, and Qin Xuanyuan succeeded Zheng Jiakun as general manager of Zhengzhou Nissan.

Yao Liwen joined Dongfeng Liuqi after graduating in 1992, executive deputy general manager of Dongfeng Liuqi sales company in October 2000, planning minister and personnel minister of Dongfeng Liuqi since April 2003, and assistant general manager and general manager of Dongfeng Liuqi sales company in October 2004. In 2016, Yao Liwen was appointed deputy general manager of Dongfeng Liuqi. In May 2024, he was appointed member and secretary of the party committee of Zhengzhou Nissan Automobile Co., Ltd.

Nissan is one of the first foreign brands to enter the Chinese market, exporting the third generation CEDRIC cars to China in 1972. In 1993, Nissan established its first joint venture in China, Zhengzhou Nissan Automobile Co., Ltd. In 1994, Nissan Motor (China) Co., Ltd. was established in Hong Kong, mainly engaged in imported car business. In 2003, Nissan and Dongfeng jointly established Dongfeng Motor Co., Ltd., China's largest automobile joint venture, and Dongfeng Nissan passenger car Company to specialize in the passenger car business. In 2004, Dongfeng Motor Co., Ltd. became the controlling shareholder of Zhengzhou Nissan through the acquisition of shares in Zhengzhou Nissan. In the same year, Nissan (China) Investment Co., Ltd. was established to manage its business in China together with the headquarters of Nissan Motor Co., Ltd. to achieve the integration of business in China, development into the fast lane.

Compared with Dongfeng Nissan, Zhengzhou Nissan does not have much sense of existence.

In 1993, Zhengzhou Nissan Automobile Co., Ltd. was officially established, and the first mass production model is the D21 pickup truck listed in 1995. It is worth mentioning that Nissan D21 pickup truck was listed overseas as early as 1985, while Zhengzhou Nissan introduced domestic production to the end of the product life cycle. Of course, with its durable leather quality and relatively reasonable price, Nissan D21 pickup is still popular in the domestic market, and Zhengzhou Nissan has become the leading car company in the pickup market with D21 pickup.

In 2004, Zhengzhou Nissan launched the city SUV Paladin. Paladin's SUV based on the Navara pickup platform also made Zhengzhou Nissan famous because of this car. At the 26th Dakar Rally, Paladin represented a domestic car for the first time and was also the first domestic car to complete the race. After that, Zhengzhou Nissan launched pickup models such as Vernon 6 and Navarra one after another.

In 2010, Zhengzhou Nissan's annual sales barely exceeded 100000 vehicles. At the 2014 Beijing Auto Show, Zhengzhou Nissan issued a medium-term business plan with a medium-term goal of selling more than 200000 vehicles in 2016, but in fact, Zhengzhou Nissan sold only 70800 vehicles in 2016, falling sharply instead of meeting its sales target.

Zhengzhou Nissan became a hot taro for a while. Dragged down by Zhengzhou Nissan's performance, Dongfeng Motor also began to go downhill and eventually parted ways with Zhengzhou Nissan. In June 2017, Dongfeng Motor sold its 51% stake in Zhengzhou Nissan to Dongfeng Co., Ltd., which increased its original stake from 28.65% to 79.65%, becoming the controlling shareholder of Zhengzhou Nissan.

Dongfeng Co., Ltd. has become the leader of Zhengzhou Nissan, but the business difficulties have not been improved. In 2017, Zhengzhou Nissan sold 64200 vehicles a year, down 10.3% from a year earlier, and continued to lose money. From 2018 to 2023, the sales volume of Zhengzhou Nissan was 75500, 63900, 58800, 67600, 51300 and 46100 respectively, showing an overall decline. In the first quarter of this year, Zhengzhou Nissan wholesale sales of 9702 vehicles, down 19.3% from a year earlier.

Although it involves two major markets, Zhengzhou Nissan is not rich in product layout. According to the official website, Zhengzhou Nissan currently sells 2023 models of Vernon, Vernon 6, Vernon 7, Navarra, Paladin, Parasso, Qijun Glory, etc., but whether it is a passenger car or a commercial vehicle, Zhengzhou Nissan's sales are very mediocre, which has something to do with its slow product update and channel construction, as well as the impact of Chinese pickups.

Of course, it is not only Zhengzhou Nissan, but also the controlling shareholder Dongfeng Limited and even all Japanese brands are very difficult. On May 8, Nissan China announced sales in April 2024, compared with 54921 vehicles in China in April, down 10.43 per cent from a year earlier. Of this total, Dongfeng Nissan fell 9.60% from a year earlier, and Nissan's cumulative sales in China from January to April 2024 were 222212 vehicles, down 0.48% from a year earlier.

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