"New Car Review" will launch a series of articles in the near future to talk about joint ventures under great pressure of survival. In this issue, I will talk about Zhengzhou Nissan from the perspective I have seen, and then my colleagues will talk about six enterprises, including GAC Fick and Dongfeng Ying finidi. It should be noted that this is only a personal view from the perspective of media practitioners. It can be said that it is easy to stand and talk. After all, it is really too difficult to be a good enterprise. We dare not say that other people's work is not good, and we don't intend to make any suggestions for improvement.
Get up early Zhengzhou Nissan missed the market.
Zhengzhou Nissan was founded in 1993, 10 years earlier than Dongfeng Nissan and 5 years earlier than Guangqi Honda, which is familiar to most southerners. Is an old joint venture, I believe that at the beginning of its establishment, it also shouldered Nissan's expectation of developing market layout in China. Looking back on the 27-year development process and comparing the development of China's automobile industry with the growth of domestic car ownership, I personally think that Zhengzhou Nissan just "got up early, but missed the market", which is even worse than what we often say.
When I first entered the business, around 2009, my understanding of Zhengzhou Nissan was a serious joint venture company. NV200 is launched every other year, and then Zhengzhou Nissan is pushed to the peak. In 20 10, Zhengzhou Nissan achieved annual production and sales of10.10,000 vehicles, an increase of over 70%. In my opinion, with Nissan's technical support, Zhengzhou Nissan has a "promising future". Unfortunately, things didn't go as planned. By 20 16, due to poor performance and other reasons, all Nissan personnel withdrew from Zhengzhou Nissan. However, at the beginning, my brother, like me, didn't know the complexity of the initial capital, which made the fate of this enterprise born in inland areas, not to mention the manufacturing background of its light truck, and it would be a shackle to transform the commercial vehicle and passenger car market.
It happened to be the first three years of my career, and it was the best years of Zhengzhou Nissan. In the years after 20 10, with NV200 and Shuaike as spears, Zhengzhou Nissan was aggressive and maintained its ambition to grow and develop. 20 1 1 year exceeded the sales target of 1 10,000 vehicles, reaching 1 .6 million vehicles, with a year-on-year increase of 15.4%, and the cumulative sales in 20 12 years exceeded/kloc. By 20 13, Zhengzhou Nissan set the sales target at 200,000 vehicles, but it was followed by a sharp decline in sales performance. Until the last three years, the total monthly sales volume of Zhengzhou Nissan vehicles hovered around 3,000, many of which were purchased by local governments.
Zhengzhou Nissan missed the two-wave blowout period in China auto market. The reason may be related to its positioning in commercial vehicles and missed opportunities for technological development. After launching NV200 and Shuaike, Zhengzhou Nissan did not launch any products that are ubiquitous in China. For a time, the pickup truck market, which was not popular in China, was the first, but it was definitely not big at that time and was quickly drained by the Great Wall. Zhengzhou Nissan has been unable to find its own sense of existence, and it has also been left behind by the mainstream in production technology, giving the impression that its work is much worse than Dongfeng Nissan.
Lost MPV? I can't afford to drive a pickup truck either.
As far as I know, the first bright moment of Zhengzhou Nissan was brought by the introduction of NV200. By 20 1 1, Zhengzhou's daily production is in good condition. On the one hand, the annual sales volume of NV200+ handsome passengers in MPV market is 40,000, on the other hand, the sharp bicycles in pickup market reach 44,000. However, there are no available products to undertake the ever-changing market. By 20 15, Zhengzhou's daily sales have dropped to 35,000 vehicles.
MPV products were obviously broken, and two Nissan models introduced some minor changes. With the appearance of Wuling Hong Guang, Baojun 730 and Auchan, NV200 and Shuaike have no advantage in price and are gradually marginalized by the market. Basically, it can be said that the MPV market has lost cleanly and there is no room for manoeuvre.
Pickups have always been a small market in China, with annual production and sales of around 400,000-500,000 vehicles. However, it is such a market that Zhengzhou Nissan still met its "force majeure" opponent-the Great Wall. Great Wall pickup truck/KLOC-ranked first in domestic sales in 0/7, and Zhengzhou Nissan with joint venture background also struggled in the pickup truck market. Navarra's arrival won a wave of voices with its passenger positioning, but soon the Great Wall Gun appeared, and then it didn't feel like Zhengzhou Nissan. It can be said that Zhengzhou Nissan's pickup truck road was suppressed by the Great Wall, and later even Jiangling failed. For Zhengzhou Nissan, pickup trucks have become unaffordable and can't be put down.
Today, the presence of Nissan in Zhengzhou is even weaker, and there is really no product that can remind people of it.
Future? I hope so.
For the existence of Zhengzhou Nissan in recent years, I feel that Dongfeng Nissan is a full-time foundry. I was shocked when I specifically checked the sales volume. This enterprise (including Zhengzhou Nissan/Dongfeng Fengdu/New Energy) has not sold more than 3,000 units a month for four consecutive years! I can't help thinking, how did it survive? How will it live? Under the state-owned system, you may say that these are not our concerns, but Dongfeng Group has not tried to retreat, and we have not forgotten the cases of Dongfeng Yulong and Dongfeng Renault.
To some extent, the survival of Zhengzhou Nissan is a matter of time, and it is not a matter of time. It has been unable to rely on its own business to make blood, and it will retire sooner or later, but even if it does not retire in the short term, it will not change the hope of time or investment.
20 13 Dongfeng group supports the development of independent brands and builds a "four winds" matrix. At that time, Zhengzhou Nissan launched its own brand Dongfeng Fengdu, a joint venture, and obtained investment to build models such as Fengdu MX5 and MX6. Then, calm was quickly restored. In fact, Zhengzhou Nissan didn't make any innovation in technology and R&D, but just took the old Qi Jun for a makeover. Of course, this practice will be ruthlessly voted by the market.
The past is the past. Does Nissan still have a chance in Zhengzhou today? Let's put aside the development level of production line software and hardware that can't keep up with the times. Zhengzhou Nissan has not accumulated any decent core technology in these years, which is the greatest pain. In the stock market, the competition is becoming more and more fierce. The new forces making cars are busy innovating and constantly innovating dry goods. In order to keep their position, old car companies are desperately following technology. In this case, the backward people will be left further and further.
The editor said:
20 18, negative growth of the automobile market. As soon as the data came out, the industry simultaneously issued a policy voice. Many people think that another wave of purchase tax concessions should be introduced to stimulate the automobile market. But as you can see, if we want to grab land and the policy remains unchanged, the result is that the decline of 20 19 is greater than that of last year. This shows that in the process of China's sustained economic opening and marketization, the automobile market can't be immune, and competition with the market is a major principle. It also reflects that the protective shield in front of state-owned enterprises is quietly fading away. If we can't realize the self-hematopoietic function in a limited time, no matter what the joint venture background, it will eventually become cannon fodder in the market.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.