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In mid-July, Dongfeng Nissan's new generation of Xuanyi officially launched six models priced between 109000 and 143000 yuan after the release of its first-half report card. As the bearer of domestic compact car sales, Dongfeng Nissan brand Xuanyi won the top sales title in 2018 with 467600 vehicles.

In the first half of 2019, Xuanyi sold a total of 209600 vehicles, accounting for 39.5% of Dongfeng Nissan's sales. However, the competition in the compact car market is fiercer than expected. This year, in addition to Xuanyi, its competitors Lang Yi and Lei Ling have been successfully replaced, and even the Corolla will usher in a new model next month.

Dongfeng Nissan, which just finished the war in the first half of the year, will find it very difficult for the new generation Xuanyi to add wings in the "fight" in the second half of the year.

Nissan Xuanyi, which has been in the domestic market for 13 years, pleases Chinese consumers with its good appearance, high performance-to-price ratio and large space, especially in this "face-watching" era, a good-looking car will capture a large number of potential consumers to a large extent. And the new 14th generation Xuan Yi, as the first intermediate car of Nissan's global CMF platform, is still aimed at the young Chinese market.

However, Dongfeng Nissan is still too "stingy" in upgrading this model, although it has made corresponding adjustments in space, power, configuration and other aspects to meet the challenges, but under the same level of products, the competitiveness of the new generation Xuanyi is obviously weak.

In space, the new generation Xuanyi length, width and height are 4641/1815/1450mm, wheelbase is 2712mm, compared with the previous generation model increased 12mm, but the height decreased 55mm, rear seat space experience significantly decreased; in the power system is the most affirmative, the new car will reduce the comprehensive fuel consumption of 100 kilometers to 4.9L, solving the problem of high fuel consumption In configuration, the new car is equipped with seven NISSANi-SAFETY intelligent active safety systems and three major driving assistance technologies, as well as Nissan's unique IDM intelligent highway stability system. Unfortunately, in the same level of products, the sense of technology and security performance, these functions have long been achieved.

According to the released data, Dongfeng's daily production and sales reached 532000 in the first half of the year, up 0.3% from the same period last year; June sales were 101600, up 0.8% from the same period last year; as for brands, Xuanyi sold 35700 vehicles, with a cumulative sales volume of 209600 in the first half, an increase of 4.6% over the same period last year, which is one of the main forces driving Dongfeng's daily production and sales

But behind the high sales, its complaints are also high. According to the half-yearly complaint list of car quality online, Nissan Xuanyi ranked seventh, with 405 complaints, including transmission, engine noise, transmission setbacks, transmission fault lights on and other problems, all of which directly affected the driving experience of car owners.

The hardware quality of the product is not up to standard, and the upgrade does not seem to be favored by consumers. However, Dongfeng Nissan is to seize consumers' psychology of "emphasizing low price over quality" in the process of car selection, and attract consumers by reducing prices. Although this move is very popular, in an increasingly competitive car market environment, product competitiveness is particularly important. If there are multiple choices, consumer spontaneous combustion will be compared many times. Although the price war is very popular, it will not last very long.

In early 2019, Dongfeng Nissan put forward an annual sales target of 1.2 million. It is like walking on thin ice in the first half of the year, but it is difficult to move in the second half of the year. I am afraid it will be difficult to achieve the annual sales target. Although Dongfeng Nissan has six Xuanyi as killer mace, the competitors are not vegetarian. Lei Ling, Lang Yi and Carola are ready for product upgrades, and their features and reputation are not bad. In the same class of models, if Dongfeng Nissan does not come up with differentiated product competition, it is not easy to win steadily, and the competition in the second half of the year needs to be careful and cautious.

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