After long-standing calls, under the attention of major media and consumers in the past six months, Dongfeng Nissan’s first small SUV, the Kicks, officially went public on July 18th, while the 99,800-135,800 yuan was sold. The price is the same as the pre-sale price and it is not cheap.

With the theme of “Energizing Together”, at the off-stock launch conference, cocktails, a two-dollar group, DJ Show and hip hop dancers seemed to be more like a party for young people. This also shows that Dongfeng Nissan is targeting young people for Jinke Motors, but is the tone and price of such products really able to cater to the tastes of young consumers?

A late arrival

When referring to Dongfeng Nissan, we must mention its past and present life. The overseas version of this model was called Kicks. It was jointly designed by Nissan Japan, the United States, and Brazil Design Center to develop a model specifically designed for the South American market. His concept version was officially exhibited at the 2014 Sao Paulo International Motor Show in Brazil. Two years later, in August 2016, its production version of Kicks officially went public in Brazil and received good market feedback. Therefore, this model has been positioned as a small SUV that focuses on the cheap car market of third-world countries since the beginning of mass production.

This time, Dongfeng Nissan introduced it into the domestic expansion product matrix. It is more intended to form a high-low “Gemini” combination with the “high-level” hacker to jointly impact the SUV market in the domestic compact class and below. The Jinke model will further increase sales and gain more market share.

Is it really possible to do so? Maybe not.

First of all, look at the current pattern of China's auto consumption market. While the SUV models are hot, Chinese consumers are increasingly demanding the size and configuration of cars. In particular, the market share of self-owned brands is increasing, and they are deeply consuming. Demand has continued to introduce a series of compact, fully-equipped and affordable compact SUV models with prices ranging from RMB 80,000 to RMB 120,000. At the same time, in the small-size SUV models with the same level of self-owned brands, for example, the current top-selling Po Chun 510 has a top-selling price of only 69,800 yuan, and its comfort, safety, and technology configuration are eliminated in addition to having no automatic transmission. It should be complete, and Jinke appeared to have insufficient space and configuration compared with its own-brand SUV model, and the price was too high compared with its own brand of small SUV.

Someone will ask here, then compared with the joint venture brand small SUV model? Maybe less optimistic. In contrast, the domestic joint-venture brand SUV has a declining market share, and even the Hyundai ix25, Honda XR-V and Binzhi models that had a high sales volume in the past two years have seen a significant decline in their market share. How will the latecomers face the current market situation?

Nissan V platform that has to be said

Dongfeng Nissan did not mention the platform adopted by Jinke during the entire IPO. However, a friend who is concerned about this model may know that Jinke is based on Nissan's jointly developed V platform and can use CMF-B to share parts. Here may have friends are not familiar with, but mentioned a Dongfeng Nissan compact model - the sun, it is much clearer, and the platform is not wrong with the sun is the same platform with the sun, which is the Nissan cheap platform - V platform.

Of course, this is not an advocate platform theory, because a car driving experience is more to see the manufacturer's tuning skills, Honda Fit platform can also be derived from the excellent driving quality of Acura CDX models, so the platform is only car prices for vehicle positioning Strategy. Here's more to say, if you talk about the Nissan framework of small and medium-sized SUV positioning model is Nissan's Juke, because he really comes from Nissan's B platform, and V platform is more oriented as a cheap car.

Jinke will face the joint venture brand small SUV market structure

As mentioned earlier, Dongfeng Nissan also plays an important role in the joint venture brand. The appearance of Jinke also enriches the market for small-scale SUVs of the same-level joint venture brand. However, it is also unknown whether they can get a cup from their bowls compared to other seniors. .

The editors list several competing models currently sold on the market. They are the Honda XR-V, Bekion Kola (Chevrolet Genesis Cognate), Jeep Freeman, and Hyundai ix25. On the other hand, the data on the table is more obvious. Here I will mainly talk about the powertrain and the selling price.

Dongfeng Nissan Co., Ltd.'s target user group is young people. It is really eye-catching with Jinke's interior, exterior design and body color matching. Especially the new Nissan family's personalized design of V-Motion, of course, looks good or not. Wisdom, like people naturally will be full of praise, but it is such a product for young consumers, its current launch models only carry a codenamed HR15 and 1.5L naturally aspirated engine with sunlight , and match it with the CVT gearbox 6MT or analog gear, on the other hand, Honda dual models, universal dual models, freeman, ix25, or have a more powerful turbocharged engine, or have a larger displacement Naturally aspirated engines, Jinke's powertrain is difficult to match with the driving habits of young people.

In terms of selling price, the price of 99,800 yuan -134.8 thousand yuan seems to be more affordable than the competition, but you know, in addition to the Honda XR-V, Binzhi models and the newly listed Jeep free-agent The rest of the models have great discounts on the terminals, and this is only a small-scale SUV model that is currently selling hot-selling joint venture brands. There are many joint venture brands that have even greater discounts, not to mention their own brands.

How to go in the future

For a new model of the market, we have more to take a positive view. After Dongfeng Nissan Kinke entered the market to fill its family product matrix, but the price is indeed a major flaw. If Dongfeng Nissan can have a certain degree of preferential strength in the terminal market shortly after the listing, the model is still competitive of. However, it is still difficult to establish a foothold in the JV brand small SUV model market with the current price and positioning. And its biggest competitor seems to come from more independent brands that are constantly improving their product strength. After all, the price of 10-14 million is not cheap, and consumers will not give up their independence because of the design and brand influence of Dongfeng Nissan. The brand's greater space, higher configuration, and the temptation of high product power may be that only True Love Powder will choose this way.

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