Nissan Zhengzhou Nissan, which has been repositioned by Nissan and acquired Nissan and Dongfeng Sino-foreign shareholders, is creating an image of an “LCV (light commercial vehicle) expert†with a more active and active attitude.
From the high-profile promotion of high-end light truck Capstone to last year and to the promotion of the NV200 this year, Zhengzhou Nissan is completing the conversion of its brand image from pickups, SUVs and other niche models to LCV companies.
The Shanghai Auto Show which is regarded as a domestic A-class auto show is generally the stage for the show of car companies. However, Zhengzhou Nissan, which currently promotes LCV products, also attaches great importance to the Shanghai Auto Show. This platform is a high-profile demonstration of its three LCV products and a pure electric car model. .
In addition to the high-end light truck Capstone, which has been widely publicized after becoming a member of Nissan's global LCV production base, Zhengzhou Nissan has focused on launching two new LCV products at the Shanghai Auto Show, the NISSAN brand NV200 and the Dongfeng brand Shuai Ke.
This well reflects the new positioning of Zhengzhou Nissan as the main bearer of Nissan's global LCV business and focuses on the development of LCV products. At the same time, it adheres to the dual brand development of Nissan Brand and Dongfeng Brand.
The positioning of the two new products is a multi-purpose vehicle that combines the features of micro-customers and MPVs. Has a variety of functions that microbus can both pull people and pull goods, but the space size is bigger than the microbus and the power is stronger; the MPV has the chassis and comfort of the car, but the function is better than the MPV of the business car only. More dollars, the price is more affordable than similar MPV products.
The NISSAN-branded NV200 is the second LCV product introduced by Zhengzhou Nissan from Nissan. Like the high-end light truck Capstone, it is a strategic product of Nissan's global LCV product portfolio.
The NV200 is an internationally developed CDV based on the Nissan B platform (CarDerivedVan extends from the car platform). It was first displayed at the Geneva Motor Show at the beginning of this year. It was first launched in the Japanese market this summer, and will be later in Europe. China and other markets launch.
According to reports, CDV products are characterized by: a car platform to ensure ride comfort; engine front predecessor, the same safety factor as passenger cars; a variety of seat design changes and take into account the effective use of space to ensure greater Cargo space; lower floor design for easy cargo handling.
Wang Dongcheng, deputy general manager of product development at Zhengzhou Nissan, said that the NV200 is mainly aimed at micro-customers who need to upgrade. With the continuous development of the domestic economy, the demand grade will continue to diverge among the huge micro-vehicle user groups that add more than 1 million each year.
From the market research of Zhengzhou Nissan, some successful micro-users and users of public security, postal and other micro-famous groups in small and medium-sized cities hope to have higher-level products than existing mini-vehicles.
Like the NV200, Dongfeng's Shuai Ke is also one of Zhengzhou Nissan's representative models for achieving LCV expert goals. The same micro-customers who are aiming at upgrading are only slightly lower grades.
In accordance with the vision of Zhengzhou Nissan, NV200 teamed up with Shuai Ke to develop a market segment between micro facet and MPV. This market is currently still a blank in the domestic market.
At the end of 2007, Zhengzhou Nissan, which acquired Nissan's global LCV production base, formulated a new development plan based on the new positioning and set a goal of producing and selling 200,000 vehicles in 2012. Afterwards, both the parent company Dongfeng Limited and Zhengzhou Nissan’s determination to achieve this goal is very firm. Both corporate leaders have emphasized this ambitious development goal on different occasions.
In October 2008, Zhengzhou Nissan's second plant was laid, and it is expected to complete mass production in May 2010. At that time, the annual production capacity will reach 120,000 units. Earlier this year, shareholders increased their capital from Zhengzhou Nissan to increase their registered capital from RMB 250 million to RMB 1.29 billion.
After the problems of production capacity and capital are solved, what Zhengzhou Nissan has to do is vigorously push new products to increase sales. Zhengzhou Nissan plans to officially launch the NV200 early next year, with an estimated price of 10 to 200,000 yuan.
According to Nissan’s estimates, the NV200’s annual sales in the world will exceed 200,000 vehicles. According to the Chinese market, which will assume a quarter of global sales of Nissan LCV, the annual sales target of the Zhengzhou Nissan NV200 is around 50,000.
For Zhengzhou Nissan, this is not a small number. Zhengzhou Nissan’s sales target this year is 60,000 units. This shows that the NV200 is an important model for Zhengzhou Nissan to increase sales.
In addition to the increase in sales volume, there are also brand enhancements. If before Zhengzhou Nissan claimed to be to do "LCV experts" is somewhat puzzling, through more than 1 year to promote the high-end light card Kai Pu Shida, coupled with the NV200 and Scarlett on the Shanghai Auto Show, Zhengzhou Nissan main push The concept of LCV is gradually understood.
With the dissemination of the concept of LCV, Zhengzhou Nissan has become a highly active LCV company with prominent product features.
Zhu Fushou, chairman of Zhengzhou Nissan, said: “The launch of three new vehicles and the construction of a new factory have greatly improved the product line of Zhengzhou Nissan, further consolidating Zhengzhou’s Nissan’s status as an “LCV expert,†which means that Zhengzhou Nissan's LCV strategy has fully accelerated. â€
Sichuan Soper Science & Technilogy Co., Ltd , https://www.Soper.com.cn