东风日产努力活成“合资新势力

Core Insights - Dongfeng Nissan officially launched its first plug-in hybrid model, the Dongfeng Nissan N6, on December 1, with a price range of 99,900 to 129,900 yuan [2] - The N6 features advanced intelligent configurations, including a self-developed cloud cabin and a high-definition 15.6-inch display, aiming to compete with new energy vehicle brands [2] - The N6 is part of Dongfeng Nissan's broader strategy to transform its product lineup, which includes the successful N7 and the fuel vehicle equipped with HarmonyOS [2][3] Product Features - The N6 offers five versions and is equipped with a customized end-to-end driving assistance system developed in collaboration with Momenta, covering high-frequency scenarios such as highway driving, urban travel, and parking [2] - The vehicle also includes AI smart glasses developed with Rokid, providing real-time interaction with the car's system, enhancing user experience compared to traditional HUDs [2] Marketing and Strategy - Dongfeng Nissan has initiated a "China strategy" in 2023, focusing on local innovation and integrating Chinese resources to enhance its electric vehicle offerings [3] - The company aims to break the stereotype that joint venture automakers struggle to produce quality electric vehicles, positioning itself as a "new force" in the industry [3][4] - The N7, launched in April 2025, has achieved significant market success, with sales reaching 39,441 units within five and a half months of its release [4] Leadership and Organizational Changes - Dongfeng Nissan appointed Wang Qian as the general manager of its new energy brand, leveraging his extensive marketing experience to drive the company's transformation [5] - The establishment of the new energy brand manager role reflects the company's commitment to enhancing its presence in the electric vehicle market [5]