销量回暖难掩短板 东风日产仍面临新能源深考

Core Insights - The electric transformation of the Chinese automotive market is deepening, posing significant challenges to traditional joint venture brands like Dongfeng Nissan [1][6] - Dongfeng Nissan has shown some positive signals in sales growth in mid-2025, but still faces substantial structural issues and market dependency on a single model [2][3] Sales Performance - Dongfeng Nissan's sales peaked at over 1.31 million units in 2018-2019 but have since declined, with 2022 sales dropping to 920,900 units (down over 20% YoY) and further declining to 791,000 units in 2023 (down 14.1% YoY) [2] - In 2024, sales are projected to fall to 631,000 units (down 20.2% YoY), with 480,000 units sold in the first ten months of 2025, a decrease of approximately 7.5% compared to the same period in 2024 [2] Model Dependency - The Nissan Sylphy remains a core model, with 34,000 units delivered in October 2025 and accounting for nearly 49% of total sales in China [2] - Other brands under Dongfeng Nissan, such as Venucia and Infiniti, are struggling, with combined sales of less than 2,000 units in October 2025 [3] New Energy Vehicle Strategy - Dongfeng Nissan is focusing on new energy vehicle (NEV) transformation, planning to invest 10 billion yuan and expand its R&D team to 4,000 by the end of 2026, with five new models expected [4] - The N7, a key pure electric model, has shown fluctuating sales, with 39,000 units delivered in the first ten months of 2025, ranking low in its segment [4] Technical Challenges - Dongfeng Nissan's technology adaptation and localization efficiency are under scrutiny, with its end-to-end intelligent driving system lagging behind competitors like Huawei and XPeng [5] - User feedback indicates quality control issues, with numerous complaints about the N7 model, highlighting shortcomings in product quality and after-sales service [5] Industry Context - The challenges faced by Dongfeng Nissan reflect broader issues for traditional joint venture brands in adapting to the electric wave in China, balancing global technology standards with local market demands [6] - The need for these brands to convert technological investments into market-accepted products and improve user response efficiency is critical for future success [6]