Dongfeng Nissan Accelerates Imported Car Strategy for Brand Bottleneck Breakup

Last week, Dongfeng Nissan announced at Beijing that it has completed 2013 sales goal 9 days earlier. Up to 13 Dec last year, Dongfeng Nissan has sold 926,013. Among them, Nissan brand sales are 820,588, which have increased 12.2%. Venucia sales are 105,425, which has increased 152.2%.

According to introduction, with Japanese automobiles recovery back, with consumer upgrading and new market development, Dongfeng Nissan will accelerate its exported car strategy, and improve percentage of upper middle cars of sales.

According to Dongfeng Nissan official statistics, Nissan brand of Dongfeng Nissan sales of last year was 820,592. Among them, since last March, the first month sales of new Teana were 4,750. After that, sales of new Teana increases stably. Sales of Sept to Dec were 10.78, 11.84, 11.53 and 12.40 thousand. According to introduction of vice director of sales department of Dongfeng Nissan YANG Song, the above marker result is based on negative growth for the first half year of 2013, just with 16 thousand inventory increase.

Last year, Dongfeng Nissan initials “Traction Marketing” concept. According to vice general manager REN Yong, product marketing battle is out of time already. “Brand reputation” and “channel” fighting is key point of market performance. LIU Wei, director of Beijing sales region of Dongfeng Nissan, says that license number of Beijing this year is cut again. Therefore, head office will consider about local policy to adjust its policy and key performance indicator.

In year 2014, besides new product X-Trail, Dongfeng Nissan shall focus on imported car business unit. In 2013, Nissan imported car sales and channel management will transfer to Dongfeng Nissan. At present, it already build more than 100 dealers sales network. New Quest, new Patrol and 2015 type GT-R will launch market. Product line covers sport car, MPV and SUV.

In fact, with sales rapid growth last years, Dongfeng Nissan does not have enough time to take care of its brand reputation building. With consumer upgrading development, more and more customers will be attracted by luxury brand reputation. Therefore, Dongfeng Nissan and other middle class brand shall pay more attention on its brand reputation.

For imported car business boosting, the company discusses about exhibition room building in Beijing.