Being the hottest sub-auto market, fierce competition is going on in the battlefield in 2016. Self-independent brands get outstanding performances, and joint-venture brands have also launched many SUV models to seize the market. Statistics show that more than 50 new SUV models are being newly launched this year. Dongfeng Nissan wins the sales champion with a number of 416,300 units among all joint-venture SUV models.
Dongfeng Nissan Qashiqai sells more than 10,000 units for ten consecutive months in 2016, with a growth of 132.53% and total number of 139,700 units. New X-Trail sells a total of 180,200 units, increasing 8%. Murano increases 67%. Besides, Venucia has total sales of 72,400 units, increasing more than 40%.
There are several reasons that Dongfeng Nissan will win champion in the fierce market.
On one hand, Dongfeng Nissan has more SUV models than other competitors, with distinct objectives. On the other hand, the brand strategy “Yong Nissan” also helps to build a young image in the market. “Yong Nissan” brand image is proposed at the beginning of 2015, promoting Dongfeng Nissan to step into a Young Nissan 2.0 era and propagating the young concept. Dongfeng Nissan is trying to use a way accepted by youngsters to communicate, and make out special marketing plan for every SUV model.
It’s revealed that SUV market will also be a main battlefield for Dongfeng Nissan in 2017. Apart from facelift models, new models will also be launched this year.
