In 2015, Dongfeng Nissan became the sixth passenger car company with annual sales of over one million units after SAIC Volkswagen, FAW-Volkswagen, SAIC-GM, Beijing Hyundai and Changan Automobile, becoming the first company to sell more than one million units. The company helped Dongfeng Motor reach 3.8 million units of sales throughout the year.
Zhang Zhiyong, a senior auto industry analyst, said that Dongfeng Nissan has accumulated more than 6.5 million units in the past 12 years since its establishment. Not only has its own development speed been fast, but it has also driven two shareholders to quickly get out of trouble. The achievement of Dongfeng Nissan's double-million production and sales will enhance the financial status of Dongfeng Group.
According to the data, Dongfeng's own brand Dongfeng popular sales in 2015 totaled 260,600 units, an increase of 4.1% over the same period last year. Yao Liwen, assistant general manager of Dongfeng Liuzhou Automobile Co., Ltd. and general manager of passenger car sales company, told the “Securities Daily†reporter: “The goal in 2016 is to rank first in the second camp of independent brands, and to ensure the sales target of 320,000 units. On the basis of the highest challenge of 370,000 units of sales targets. " Similarly, Dongfeng Fengshen's own brand Dongfeng Fengshen also set a "radical" annual sales target: nearly doubled in 2016.
For the bold sales target of Dongfeng's independent sector, Wang Liusheng, an automobile analyst of China Merchants Securities, said in an interview with the Securities Daily that there are no excessive increments of foreign brands MPV and SUV models, and there is no suitable in the low-end market. The models come to compete with Chinese brands.
Jia Xinguang, chief analyst of China Automotive Industry Consulting and Development Corporation, believes that the price of self-owned brands MPV and SUV is extremely high. This has been fully demonstrated by the fact that the market share of independent brands has surged. MPV will continue to grow steadily. continued.
Dongfeng Nissan's final round of millions of sales dreams
Among Dongfeng's many companies, it is only Dongfeng Nissan that hopes to reach the first sales target of 1 million units. So as early as 2012, Dongfeng Nissan announced that it would sprint millions of sales targets; in 2013, Dongfeng Nissan wiped its shoulders with the goal of 926,000 vehicles; by 2014, Dongfeng Nissan had a record high of 954,000 vehicles. However, it is still again at the threshold of one million.
In fact, Zhou Xianpeng, deputy general manager of Dongfeng Nissan Passenger Vehicle Company, stressed the importance of hitting millions of sales targets from the beginning of 2015. Later, at the senior management forum in the middle of the year, he repeatedly stressed that this is a must. Reach the goal.
In 2015, the domestic passenger vehicle market growth rate has been slowing down. Dongfeng Nissan has achieved contrarian growth. The annual terminal traffic volume reached 1.02 million units, a year-on-year increase of 12.5%. At that time, Dongfeng Nissan successively launched five new cars, such as Qichen T70 and New Loulan, to the market, which stimulated the growth of sales. Among them, the compact SUV Qijun maintained a high growth rate of 45%; in terms of cars, the sales volume of Xuanyi increased by 9.4%, the sunshine increased by more than 20% compared with the same period of last year, and the new bluebird listed in the first full month exceeded 10,000. Car.
As the main pillar of Dongfeng Motor and the core pillar of Nissan's China (microblogging) business development, the completion of the sales of Dongfeng Nissan's million units has also greatly promoted the realization of Dongfeng Motor's annual sales of 3.8 million units. To this end, Zhou Xianpeng said that Dongfeng Nissan will guarantee 1.05 million sales in 2016 and strive for 1.08 million vehicles.
Zhang Zhiyong said that Dongfeng Nissan started late in the Chinese joint venture and had a lower starting point. However, since its establishment 12 years ago, it has developed rapidly at a speed several times higher than that of the industry. The cumulative sales volume has exceeded 6.5 million units. Not only has its own development speed been fast, but it has also driven two shareholders to quickly get out of trouble. The achievement of the Dongfeng Nissan Double Million Target will also enhance the financial status of Dongfeng Group.
Sales target further increased
Dongfeng Motor Group has been keeping a constant stream of news, from formulating the scale of production and sales of its own brands to determining the overseas export target during the 13th Five-Year Plan period, and then to the high-profile publicity in Dongfeng, the growth rate will reach 40% in 2016. The news directions of several subsidiaries are different, but there is a commonality that directly refers to Dongfeng Motor’s “big autonomy†strategy.
In 2015, the sales volume of Dongfeng Motor reached 3.872 million units. In addition to Dongfeng Nissan's strong ink color, Dongfeng Fengxing and Dongfeng Fengshen and other brands also contributed.
The data shows that Dongfeng popular sales in 2015 totaled 260,600 units, an increase of 4.1% over the same period last year, and successfully completed the annual sales target. "In the new normal of the automobile market, we will continue to promote balanced development and obtain stable growth with quality." Yao Liwen said in an interview with the "Securities Daily" that Jingyi SUV, Jingyi S50 and popular CM7 are sought after by the market. The popular S500 pre-sales are hot, reflecting the market demand and recognition for Dongfeng multi-purpose passenger vehicles.
Recently, Yao Liwen has further increased its sales target. He is determined to be the first in the second camp of his own brand in 2016. While launching seven new or replacement models, he will ensure that the sales volume will reach 320,000 and impact 370,000. ".
It can be seen that Fengshen and popular have great confidence in the upcoming new models, and the origin of confidence does not seem to be unreasonable.
“On the one hand, good business performance and the comfort brought by large space meet the needs of consumers and market expectations; on the other hand, the price of independent brands MPV and SUV is extremely high, which is very attractive to low-end customers. In fact, this has been fully demonstrated from the fact that the independent brand has a sharp increase in market share.†Jia Xinguang believes that because the adjustable space of the car is indeed limited, the MPV will continue to grow steadily.
Yao Liwen also has his own thoughts on MPV: "MPV should pay more attention to versatility."
At the same time, he also believes that compared with the plan of the joint venture car enterprise in the home MPV market, the autonomous MPV has already presented a collective effect of collective force.
In an interview with the "Securities Daily" reporter, Wang Liusheng said that the foreign-brand SUV models are mainly concentrated in the middle and high-end market. On the one hand, the existing models, including the Honda CRV, and the Volkswagen Tiguan have not increased too much. At the same time, foreign brands have not yet sneaked into the SUVs of less than 100,000 yuan and the specific actions. In the low-end market, there is currently no suitable model to compete with Chinese brands.
Dongfeng Motor's third-quarter financial report showed that the company achieved operating income of 3.73 billion yuan, and the net profit attributable to shareholders of listed companies was 96 million yuan, a year-on-year increase of 51.0%. According to BOCOM International's analysis, due to the halving stimulus effect of the purchase tax, the overall growth rate of the automobile industry has rebounded remarkably. At the same time, most of the models of the popular parent company Liuqi are below 1.6L, which will benefit the listed company Dongfeng Group. Performance improvement.
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