专访东风日产王骞：合资车企转型，要先去“爹味”

Core Viewpoint - The article discusses the challenges and strategies of Dongfeng Nissan in the electric vehicle (EV) market, emphasizing the need for joint venture brands to adapt quickly to changing consumer preferences and market dynamics [2][3]. Group 1: Market Positioning and Consumer Engagement - Dongfeng Nissan's strategy focuses on appealing to younger consumers, with 60% of N6 buyers citing aesthetics as their primary reason for purchase [5]. - The concept of "emotional value" is highlighted as essential, where products must resonate with consumers beyond basic functionality, emphasizing co-creation with users [6]. - The N7 and N6 models have seen significant interest, with N7 having a 30% trade-in rate from fuel vehicles, while N6 attracts 60-80% new customers [8]. Group 2: Product Development and Strategy - The choice of a sedan for the N series over an SUV is strategic, as the market for compelling electric sedans is limited compared to SUVs [7]. - Dongfeng Nissan aims to break traditional barriers in product development by gaining local definition rights and speeding up decision-making processes [13][14]. - The company 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 electrification and intelligence [22]. Group 3: Learning from New Forces - Dongfeng Nissan is adopting a project-based operational model inspired by companies like Huawei, aiming to enhance efficiency and responsiveness to market changes [28][29]. - The company acknowledges the need to learn from successful new energy vehicle brands to better meet evolving consumer demands [29]. Group 4: Future Product Plans - By 2027, Dongfeng Nissan plans to launch six new electric models, including two sedans in 2025 and a focus on SUVs with the NX8 model expected to launch in March-April 2026 [30]. - The sales target for new models is set at over 5,000 units per month to be considered successful, with 10,000 units seen as a benchmark for a "hit" product [32].