Dongfeng Nissan to grab 10% Compact Cars Market by Unveiling Its New Lannia at Low Price

Gasgoo.com (Shanghai Oct.28)- Oct.26th witnessed the announcement by Dongfeng Nissan in Beijing that new Lannia came to market. New Lannia family is formed by 5 models with their price ranging from 105,900 to 143,900 yuan. The sale price of New Lannia, which is 17,000 yuan lower than the advance-sale price, is near that of its direct competitor FAW-Toyota Corolla.

As another member of Dongfeng Nissan’s compact vehicles family, new Lannia partly coincides sale price range with its older brother Sylphy. Some concerned official of Dongfeng Nissan explained to National Business Daily that “Lannia and Sylphy are respectively oriented to different consumer groups. The previous compact cars of Dongfeng Nissan are for household use, while the new Lannia is mainly for post-85 generations, and the appearance on market of new Lannia will lead to a series of models targeting young consumers.”

Analysis notes that as a player with comprehensive and strategic arrangement in compact car segment, Dongfeng Nissan’s efforts to develop models for the young are mainly for more market share, attempting to surpass its competitors in sale volumes.

Beijing Hyundai, as Dongfeng Nissan’s closest competitor, has defeated Dongfeng Nissan when it comes to sale volume in recent years. In sedan market, compact car is always the biggest piece of cake; hence, every market player wants to grab a bite. The appearance of new Lannia can be seen as a must for Dongfeng Nissan to gain more market share.

Guan Run, the president of Dongfeng Motor company, told National Business Daily that “ Dongfeng Nissan plans to take up 10% of compact cars market in the future.”

The Secretary-general of China Passenger Car Association (CPCA) Cui Dongshu said, “It would be difficult ( for Dongfeng Nissan to achieve this sale goal).