Dongfeng- Nissan Marketing SUV Differently, CHEN Hao Pushes Differentiation Marketing

Initialed from new ear X- Trail, Dongfeng- Nissan initials a new round SUV competition.

On March 26, Dongfeng- Nissan new ear X- Trail was announced to market launching at the foot of Huang Mountain. Meanwhile, new managementDongfeng- Nissan has their first show.

Last year, Dongfeng- Nissan has realized 926 thousand sales, which is ranked top 1 among Japanese brands. New task this year aims 1.1 million sales, which is about 18.8% growth. Compared with sales growth, Dongfeng- Nissan pays more attention on SUV segment.

From the perspective of senior management of Dongfeng- Nissan, the company does not take enough SUV market share because of successors development and product design. Qashqai sales are about 10 thousand per month, but Dongfeng- Nissan does not own any product in 200 CNY segment. Therefore, the first step of Dongfeng- Nissan is to make up the shortage, which takes SUV as its next sales booster.

The day new X- Trail market launching, 2 new leaders of Dongfeng- Nissan are present officially. There into, Susumu Uchikoshi replaces Fumiaki Matsumoto as new general manager of Dongfeng- Nissan. Meanwhile, CHEN Hao, former general manager of Dongfeng Nanfang Group, takes vice director of marketing replace YANG Song.

According to statistics, CHEN Hao takes director of Law department of Dongfeng- Nissan passenger car, head of General Manager Office, director of dealer support etc. And then he takes the general manager position of Dongfeng Nan fang Group in July year 2010.

Whether CHEN Hao is able to remain his achievement up to 1.1 million sales after he takes back Dongfeng- Nissan? People are watching and see.

SUV segment is taken as one of the most important bet for sales increase for Dongfeng- Nissan, but the competition in the segment is not that easy to deal with.

In the past severalyears, SUV segment is outbreak. But Dongfeng- Nissan does not take big market share. According to China Passenger Car Association statistics, accumulated sales of SUV segment in year 2013 is 3.04 million, which has increased 50.8%. Meanwhile, Dongfeng- Nissan SUV sales growth is only about 8.8%. X- Trail has sold 15 thousand last year, which takes only 0.5% in SUV market, which is far behind its opponents.