专访东风日产王骞：合资车企转型，要先去“爹味”丨合资反攻局

Core Viewpoint - The transformation of joint venture brands in the electric vehicle market is ongoing, with a focus on appealing to younger consumers and adapting to market demands [1] Group 1: Company Strategy and Market Position - Dongfeng Nissan's new energy models N7 and N6 have seen significant pre-order success, with over 20,000 orders for N7 in 50 days and over 10,000 for N6 in 10 days, but the brand still faces challenges in establishing a market-defining electric vehicle [1][2] - The company aims to enhance its appeal to younger consumers by emphasizing design, with 60% of N6 buyers citing aesthetics as their primary reason for purchase [3] - Dongfeng Nissan plans to invest 10 billion yuan by the end of 2026 to expand its R&D team to 4,000 people, indicating a long-term commitment to electric and intelligent vehicle development [16] Group 2: Product Development and Consumer Engagement - The company has shifted its product development approach to prioritize local market needs, gaining product definition rights in China starting with the N7 [9] - Dongfeng Nissan is adopting a simplified product configuration strategy, offering only two versions of new models to streamline consumer choices [11][12] - The N6 model is designed to appeal to new customers, with approximately 60-80% of its buyers being first-time Nissan customers [6] Group 3: Competitive Landscape and Future Plans - The company recognizes the competitive nature of the automotive market by 2026 and is focused on meeting customer demands to avoid falling behind [1][15] - Dongfeng Nissan plans to launch six new energy models by the end of 2027, including two sedans in 2025 and an SUV model NX8 targeting the 200,000 yuan market segment [22] - The company is learning from successful competitors like Huawei and Li Auto, adapting project-based operations to enhance efficiency and responsiveness [20][21]