11月6日，在第八届中国国际进口博览会现场，日产进出口（广州）有限公司正式宣告成立，日产 汽车迎来其在华业务的重要里程碑，这是外资汽车品牌在华设立的首个合资整车进出口公司。 不只是日产，包括现代、起亚、福特等多家跨国车企近年来都在加大在华出口的力度。跨国车企将中国 作为出口基地的战略转型，是全球汽车产业格局调整的必然结果，也是中国汽车产业综合实力提升的重 要体现。从"中国产、中国销"到"中国产、世界销"，这一转变不仅盘活了跨国车企在华的产能资源，而 且也推动了中国从汽车制造大国向制造强国转变。依托完备的产业链、突出的成本优势以及领先的技术 创新能力，中国将持续成为跨国车企全球布局的核心枢纽。 市占率持续下滑 优化产能，转向出口 众所周知，中国汽车市场在经历多年高速增长后，已进入存量竞争时代，尤其新能源汽车的普及以及自 主品牌和造车新势力的崛起，给传统外资及合资车企带来巨大的冲击。 中国汽车工业协会发布的数据显示，今年前三季度中国品牌乘用车销量为1465.1万辆，同比增长 22.9％。此外，中国品牌乘用车销量占有率为69％，同比上升5.1个百分点。与此同时，外资及合资品牌 市场渗透率持续下滑。 根据瑞银的估算， ...

Core Points - Nissan N6 has started pre-sales with a price range of 109,900 to 121,900 CNY [1][2] - Xingtou ET5 has also begun pre-sales, priced between 159,900 and 174,900 CNY [11][12] Nissan N6 Summary - The Nissan N6 features a design that follows the style of the Nissan N7, incorporating a family design language with a V-shaped front and star-ring lighting [4] - Dimensions of the Nissan N6 are 4831mm in length, 1885mm in width, and 1494mm in height, with a wheelbase of 2815mm, positioning it as a mid-size vehicle [4] - The interior design is characterized by a wrap-around style, featuring a minimalist dual-spoke steering wheel and a dual-tone color scheme with extensive soft-touch materials [6] - The vehicle is equipped with a 75kW 1.5L engine combined with a 155kW electric motor, paired with a 20.3/21.2kWh lithium iron phosphate battery, offering a pure electric range of 180km and a 0-100 km/h acceleration time of 6.8 seconds [8] - The Nissan N6 is based on the same technology platform as the N7, targeting a younger demographic with an affordable price point, aiming to be a key model in Nissan's electric vehicle lineup [10] Xingtou ET5 Summary - The Xingtou ET5 features a closed front design with split headlights and a central brand logo, along with a rear spoiler and a continuous taillight [14] - Its dimensions are 4780mm in length, 1890mm in width, and 1725mm in height, with a wheelbase of 2800mm, classifying it as a mid-size SUV [14] - The interior includes a fully digital instrument panel, a floating central control screen, and a dual-spoke multifunction steering wheel, along with advanced features like Horizon HSD and a panoramic sunroof [16] - The vehicle is powered by a 115kW 1.5T range extender combined with a 195kW electric motor, featuring a 32.66kWh lithium iron phosphate battery, providing a pure electric range of 210km and a 0-100 km/h acceleration time of 7.6 seconds [18] - The Xingtou ET5 is equipped with advanced driving assistance technologies and aims to compete with models like the Deep Blue S07, offering a comprehensive range of 2000km [19]

Core Viewpoint - Changan Mazda's first global strategic electric SUV, EZ-60, was launched on September 26, marking a critical turning point for Mazda in the new energy era [1] Sales Performance - Within five days of its launch, EZ-60 sold 3,317 units, and by the end of October, cumulative sales reached 4,565 units. However, this falls short of the previously announced 40,000 "small orders," indicating a significant gap between expectations and reality [2] - The majority of these "small orders" are merely intention orders, with a limited conversion rate to actual deliveries, highlighting a disconnect between pre-launch hype and post-launch sales performance [2] Market Positioning - EZ-60 is positioned in a highly competitive price range of 119,900 to 160,900 CNY, directly competing with domestic brands [2] - Compared to other models within the same platform, such as Avita, which represents a technological leap for domestic brands, Changan Mazda is struggling to regain its market position as a Japanese brand [2] Brand Perception - For the current generation of car buyers in their twenties and thirties, Mazda is perceived as a brand they have heard of but cannot recall specific models [3] - In contrast, other Japanese brands like Nissan and Toyota have successfully established their presence in the new energy market, while Mazda appears to be lagging behind [3] Marketing Efforts - On November 11, Changan Mazda held a dedicated launch event for EZ-60 on CCTV, marking the first time a single automotive brand received such a platform. This event aimed to leverage national credibility to enhance the brand's image [4] - However, the symbolic significance of the event outweighs its market impact, as Mazda has yet to identify its potential user base [4] Competitive Challenges - The pricing strategy of EZ-60 is challenged by the fact that the competitive landscape in its price range has already been reshaped by domestic brands [5] - The reliance on a "global car" identity is more of a strategic slogan than a reflection of actual market validation, as Mazda's electric vehicle presence outside China remains limited [4] Consumer Trust - The authority of CCTV can temporarily boost trust, but it cannot compensate for the structural gap in product and brand recognition. The true competition in the Chinese new energy market is now centered around product experience and consumer perception [5] - The real risk for Mazda is not just poor sales but the potential of being completely forgotten by younger consumers [5]

Core Insights - Nissan Motor Co. announced the sale of its global headquarters building in Yokohama for 97 billion yen (approximately 4.5 billion RMB), with plans to continue using the building under a lease agreement [1] - The sale is part of Nissan's restructuring efforts, with expected special profits of 73.9 billion yen to be recorded in the fiscal year 2025 [1] - The funds from the sale will be allocated towards digital transformation and research and development [1] Financial Performance - Nissan reported a net loss of 221.9 billion yen (approximately 10.3 billion RMB) for the first half of the fiscal year 2025, a significant decline from a profit of 19.2 billion yen in the same period last year [5] - Global sales for Nissan in the second quarter were approximately 773,000 units, a year-on-year decrease of 4.5% [5] - The company forecasts total vehicle sales of 3.25 million units for the fiscal year 2025, with expected declines in key markets including China, Japan, and Europe [5] Cost-Cutting Measures - Prior to the headquarters sale, Nissan announced a restructuring plan that includes laying off 20,000 employees and closing seven factories, aiming to reduce costs by approximately 500 billion yen by the fiscal year 2026 [7] - The company recorded a net loss of 670.8 billion yen for the fiscal year 2024, marking its largest loss since inception [7] Market Strategy - Nissan is focusing on enhancing its competitiveness in the Chinese market through increased investment in electric vehicle (EV) technology [9] - The launch of the Nissan N7, an EV model under the Dongfeng Nissan brand, has seen positive sales performance, with over 36,000 units sold in the first nine months of 2025 [11] - Nissan has established a joint venture for vehicle import and export in China, marking a new phase in its global strategy [11]

Core Viewpoint - The Japanese automotive industry is undergoing a significant transformation, driven by the rise of Chinese brands and the shift towards new mobility solutions, with the 2023 Tokyo Motor Show rebranded as the "Japan Mobility Show" reflecting this change [1][4][20]. Industry Transformation - The Japanese automotive sector is transitioning from traditional manufacturing to creating new lifestyles, with a focus on electric vehicles and mobility solutions [1][4]. - The Tokyo Motor Show has shifted its focus to local market needs, showcasing vehicles that may not resonate with international consumers but reflect Japanese consumer preferences [9][22]. Financial Performance - In the first fiscal quarter of 2025, major Japanese automakers reported varying degrees of profit decline, with Toyota's operating profit down 11% and net profit down 37%, while Honda and Nissan experienced both revenue and profit declines [13][15]. - Despite Toyota's strong revenue, the overall financial performance of Japanese automakers indicates a need for adaptation in a rapidly changing market [13][15]. Competitive Landscape - The presence of Chinese electric vehicle manufacturers, such as BYD, has intensified competition, prompting Japanese automakers to innovate and adapt their strategies [7][11]. - Japanese automakers are beginning to incorporate more local elements into their products to better compete in the Chinese market, indicating a shift in strategy [15][20]. Consumer Preferences - Japanese consumers exhibit a strong brand loyalty, which influences their purchasing decisions, contrasting with the more fickle nature of Chinese consumers [24][26]. - The success of Japanese brands in their domestic market is attributed to their deep-rooted brand recognition and customer service, which remains a competitive advantage [24][26]. Future Outlook - The year 2025 is seen as a pivotal point for Japanese automakers, as they must navigate the challenges posed by both domestic and international markets while embracing electric vehicle technology [20][22]. - Collaboration with Chinese partners may become essential for Japanese automakers to leverage local market insights and technological advancements [17][20].

Core Viewpoint - The Nissan N7, a highly anticipated electric vehicle in China, has failed to meet sales expectations, leading to increased scrutiny of Nissan's survival strategy in the competitive EV market [1][14]. Group 1: Sales Performance - In September, the Nissan N7's sales dropped to 6,410 units, a 36.8% decrease from August's 10,148 units, and even lower than July's 6,455 units [1]. - Despite an initial surge in pre-orders, with over 20,000 units booked within 50 days of launch, the actual delivery performance has been disappointing due to production capacity issues [2][4]. Group 2: Pricing Strategy - Nissan adopted a low-price strategy for the N7, setting its starting price significantly lower than competitors, aiming to regain lost customers [1][14]. - The pricing strategy, while initially attracting attention, has not translated into sustained sales due to delivery delays and product issues [2][15]. Group 3: Production and Delivery Issues - Nissan has faced challenges in meeting delivery timelines, with reports of delayed deliveries and unrefunded deposits affecting customer satisfaction [2][5]. - The company has announced plans to close or transfer multiple production facilities, including a plant in Changzhou with an annual capacity of 120,000 units, raising concerns about its ability to fulfill orders [4][5]. Group 4: Product Quality and Features - The N7 has been criticized for its lower-end configurations lacking essential features that competitors offer as standard, such as electric tailgates and parking sensors [8]. - Customers have reported significant issues with the vehicle shortly after purchase, including system malfunctions and inadequate range, which have further damaged the brand's reputation [9][11]. Group 5: Strategic Implications - The failure of the N7 reflects broader strategic missteps in Nissan's approach to the Chinese EV market, where price alone is insufficient to ensure success [15]. - Nissan's overall sales in China have been declining for six consecutive years, with a significant drop from 1.38 million units in 2021 to approximately 690,000 units last year [14].

Core Viewpoint - The surprising sales champion for fuel vehicles in China is Nissan, specifically the Sylphy model, which has achieved a "five consecutive championships" status despite the overall decline of Japanese brands in the market [1][2]. Group 1: Market Performance - Dongfeng Nissan's cumulative sales from January to September 2025 reached approximately 418,600 units, a year-on-year decline of 9.4%, with an estimated total sales of about 631,600 units for the entire year 2024, down 12.72% year-on-year [2]. - This marks the seventh consecutive year of sales decline for Dongfeng Nissan, with a significant drop from a peak of 1,316,900 units in 2018 to just 631,200 units in 2024, representing a 52.07% decrease [3][4]. - Compared to other Japanese brands, Nissan was the first to enter a downward cycle in 2018, while Toyota and Honda followed later, indicating a more severe decline for Nissan [4][7]. Group 2: Sales Strategy - The Sylphy model has been crucial for Nissan, contributing approximately 60.47% of the brand's total sales in September 2025, with a total of about 32,590 units sold in the past year [8][10]. - The reliance on the Sylphy is evident, as other models like the Tiida, Juke, and Almera have seen drastic declines in sales, with some models selling as few as one unit in September [10][11]. - The Sylphy's success is attributed to aggressive pricing strategies, with discounts reaching up to 41%, making it the most discounted model among major Japanese brands [11][12]. Group 3: Future Prospects - Despite the initial success of the Nissan N7 electric vehicle, which achieved over 10,000 orders in its first month, its sales dropped to 6,410 units in September, indicating potential challenges ahead [14][15]. - The future of Nissan's market position remains uncertain, as the company may need to continue its current pricing strategies to maintain market presence while seeking opportunities for recovery [13][15].

Core Viewpoint - The article discusses the challenges faced by Nissan in the Chinese market, particularly in the context of its electric vehicle (EV) strategy and declining sales figures, highlighting the company's efforts to regain market share through aggressive pricing and new model launches [3][5]. Summary by Sections Nissan's Market Strategy - Nissan's new CEO Ivan Espinosa emphasized the launch of the N6 plug-in hybrid vehicle during the company's 40th anniversary in China, but the recovery path for Nissan in this market is proving difficult [3]. - The Nissan N7, a key model for Nissan's turnaround strategy, saw sales drop to 6,410 units in September, a 36.8% decrease from August's 10,148 units, and lower than July's 6,455 units [5]. Pricing and Sales Performance - To boost the N7's market presence, Nissan adopted a low-price strategy, setting the starting price at around 110,000 yuan, significantly lower than competitors in the same segment [5]. - Despite the aggressive pricing, Nissan reported its first quarterly loss in five years and anticipates a decline in sales for the 2025 fiscal year in China [5]. Production and Delivery Issues - Nissan has faced complaints regarding the delivery of the N7, with customers reporting delays and issues with deposit refunds [6]. - The company has begun to reduce production capacity in China, with the Dongfeng Nissan plant in Changzhou halting operations, which accounts for about 10% of Nissan's total capacity in China [6]. Overall Sales Trends - Nissan's overall sales in China from January to September totaled approximately 457,100 units, down 8% from 497,000 units in the same period last year [7]. - The Nissan Sylphy remains a significant contributor to sales, with 223,700 units sold, representing nearly 49% of total sales [7]. Industry Context - The article notes that domestic joint venture car manufacturers are pursuing dual strategies of upgrading traditional fuel vehicles while rapidly launching new energy vehicles [8]. - Despite similar strategic approaches, Nissan's sales performance lags behind competitors like SAIC Volkswagen and GAC Toyota, with Nissan's sales in China halving from 1.38 million units in 2021 to approximately 690,000 units in 2024 [8].

Core Insights - Nissan's sales in China have halved from 2021 to 2024, indicating significant challenges in the market [1][5] - The company is betting on the success of its new electric vehicle, the Nissan N7, to recover its market share, but initial sales have been disappointing [2][4] - Nissan's strategy includes aggressive pricing for the N7, but this has led to operational issues, including production capacity constraints and delivery delays [2][3] Group 1: Sales Performance - Nissan's sales in China from January to September 2023 totaled approximately 457,100 units, down about 8% from 497,000 units in the same period last year [4] - The Nissan N7's sales in September dropped to 6,410 units, a 36.8% decrease from August's 10,148 units [1][2] - The overall sales in the Chinese market for Nissan are projected to decline further, with a forecast of 690,000 units in 2024, down from 1.38 million units in 2021 [5] Group 2: Product Strategy - The Nissan N7 is positioned as a crucial model for the company's recovery, with a starting price significantly lower than competitors, set at around 110,000 yuan [2] - Despite the low pricing strategy, Nissan has faced challenges in meeting production and delivery expectations, leading to customer complaints about delayed deliveries [2][3] - Nissan's traditional fuel vehicles, particularly the Nissan Sylphy, remain a significant part of its sales, with the Sylphy accounting for approximately 48.93% of total sales in the first nine months of 2023 [4] Group 3: Market Position and Competition - Nissan's market position is under pressure, with its sales performance lagging behind competitors like SAIC Volkswagen and GAC Toyota [5] - The company has been forced to implement price cuts for its traditional models to maintain competitiveness in the compact car segment [4] - The competitive landscape in the compact car market is intense, with the Nissan Sylphy and BYD Qin PLUS DM closely competing for market share [4]

Core Viewpoint - The 13th Xuanyuan Award has officially launched, recognizing 40 nominated models, emphasizing its independent evaluation system and the importance of maintaining high standards in the automotive industry [5][9][15]. Group 1: Award Overview - The Xuanyuan Award has been a significant event in the Chinese automotive industry for 13 years, known for its unique perspective and rigorous standards [7]. - The evaluation process has shifted from a self-nomination system to direct nominations by the evaluation committee, enhancing the credibility of the award [9][11]. - The award aims to highlight the importance of innovation and user experience in the automotive sector, with a focus on sustainable development [16][18]. Group 2: Nominated Models - The nominated models for this year are all domestic vehicles from both Chinese and foreign brands, scheduled for delivery between November 2023 and October 2024 [10][11]. - Among the 40 nominated models, SUVs dominate the list, accounting for 57.5%, followed by sedans at 35% and hatchbacks at 5% [10]. - Notable nominations include the new Volkswagen Sagitar L and the new Lavida L, which are expected to represent traditional fuel vehicles in the market [9]. Group 3: Evaluation Criteria - The evaluation criteria for the Xuanyuan Award include five dimensions: dynamic control, static perception, scenario adaptation, intelligent cockpit, and combined assisted driving [15]. - The evaluation committee consists of 13 members, blending academic and practical expertise to ensure a comprehensive assessment of the nominated vehicles [15][16]. - The final award ceremony is scheduled for late December 2025, during the Xuanyuan Annual Gala [18].