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The introduction of Dongfeng diesel pickups means that Zhengzhou Nissan has opened the curtain for the dual operation of “Dongfeng†and “Nissanâ€.
Oyj.com News "Dongfeng" and "Nissan" to implement the dual-brand strategy, plans to produce and sell 130,000 Zhengzhou Nissan dual "cards" in 2010 to start production.
Following the introduction of Dongfeng Motor Co., Ltd. (hereinafter referred to as Dongfeng Shares) and the launch of Dongfeng diesel pickup in October last year, Nissan’s first joint venture in China, Zhengzhou Nissan, gradually embarked on the “Dongfeng†and “Nissan†brands. Coexistence development track. With the Dongfeng Shares increasingly categorizing Zhengzhou Nissan into its own ranks, the latter’s dual-brand operation trend is even more pronounced. Last week, Zhengzhou Nissan officials told this reporter that at present, there are more than 60 varieties of products produced in Zhengzhou. Although Nissan (NISSAN) brands dominate the market, according to Zhengzhou Nissan’s plans, this year’s “Nissan†brand. The ratio with the "Dongfeng" brand will grow to 2:1. With the company's overall development, this ratio will gradually change to 3:2 or 5:5 in the future.
It is understood that Zhengzhou Nissan’s chairman Zhu Fushou stated that Zhengzhou Nissan will fully implement the dual-brand strategy and support the “Nissan†and “Dongfeng†platforms to continuously expand its products. Line, Zhengzhou Nissan has become China's first professional, large-scale SUV and pickup production base. In 2006, the production and sales plan of Zhengzhou Nissan was 39,000, and the target in 2010 was to reach 130,000. It is reported that Zhu Fushou also emphasized that in order to achieve the above goals, Zhengzhou Nissan must do a good job in promoting new products, improving the network, and maintaining cooperative relations with Dongfeng and Nissan.
Zhengzhou Nissan is the first vehicle joint venture company established by Nissan in China and has been producing high-grade gasoline pickup trucks and SUVs. Its pickup truck is known for its high quality and high price, and its market share has consistently ranked above 50% of the domestic high-end pickup market. Its launch of the Paladin SUV has also been the main model of domestic high-end SUVs in recent years (more than 8,000 cars were sold last year). On October 15, 2004, Dongfeng Shares officially reorganized Zhengzhou Nissan. It is reported that from the beginning of restructuring, Zhengzhou Nissan's dual-brand strategy has already started. Later, with the power of “Dongfengâ€, Zhengzhou Nissan started to prepare for diesel pickups, which eventually took off more than a year later than the second half of last year. Since then, the dual-brand strategy jointly established by Zhengzhou Nissan's self-owned and joint venture brands has also officially kicked off. The responsible person of Zhengzhou Nissan said last week that according to the plan, different brands of Dongfeng and Nissan dual-brand strategies have different models, and different models also have different market positioning. The "Nissan" brand will be positioned as a high-end brand, while the "Dongfeng" brand will be positioned as a mid-to-low end.
New concept car is under development
It is understood that according to the enterprise development plan, Zhengzhou Nissan has made comprehensive arrangements for products from 2006 to 2010. Starting from this year, Zhengzhou Nissan will formally implement a dual-brand strategy and share its implementation results. It is reported that Zhengzhou Nissan has locked its production and sales targets at 130,000 units within five years. At present, according to the arrangement of the dual-brand strategy, Zhengzhou Nissan is making full use of its product development and marketing network changes.
The industry has been rumored about the development of new models for Zhengzhou Nissan. It is reported that Zhengzhou Nissan is secretly developing new models and will produce them under the “Dongfeng†brand. In response, Zhengzhou Nissan officials told reporters last week that Zhengzhou Nissan's future products do include MPVs and SUVs that will use the "Dongfeng" trademark. Moreover, at present, Zhengzhou Nissan is also cooperating with Nissan to develop a new concept of strategic products. The new product, which is biased toward commercial use, is planned to have an annual production capacity of 50,000 units, and is scheduled to be listed before 2010. It is reported that although the car will use the "Dongfeng" or "Nissan" trademark for the time being, the Zhengzhou Nissan has full confidence in this strategic vehicle.
In addition, the reporter learned from Zhengzhou Nissan last week that although Zhengzhou Nissan has been vested in Dongfeng shares, the integration of the entire Dongfeng shares sales network is still too early. According to relevant sources, from a strategic point of view, Dongfeng will eventually form three networks: one is a network based on commercial trucks, the other is a non-load truck network dominated by the Dongfeng brand, and the third is based on the NISSAN brand. Network, and the second and third networks will have a common rear service platform.