Why did Zhengzhou Nissan want to take the opportunity to build an off-road vehicle but accidentally miscalculated?

I don't know when hard-core cross-country has become a fashion. Mercedes-Benz G has been blessed for some time, and Toyota Prado and Land Patrol are in short supply. The price of parallel imported cars is much higher than before, and Nissan's Toule has become a beacon. At this time, Zhengzhou Nissan, with its keen market sense, felt the market gap of hard-core off-road and built the hard-core off-road at the right time.

Zhengzhou Nissan Tuda hard-core cross-country dream failed.

However, things didn't go as planned. The sales volume of Zhengzhou Nissan Tuda is not ideal. Only 754 cars were sold in May this year, which is obviously not the sales of Nissan cars. After all, Nissan Hacker and Qi Jun are thriving in the SUV market, while competitor Prado has also sold 4,065 cars. Obviously, there is no problem in the market, and Nissan's reputation is not a problem. That problem must be on Tuda himself.

To say that Nissan's positioning is obviously to take advantage of Prado. The body size of 4882× 1850× 1835mm is not smaller than that of 4840× 1885× 1890mm Prado, and its part-time 4wd and rear axle differential lock also give TODA good off-road strength. The maximum output of 2.5L self-priming engine is 65438+. It can't be said that the power is strong, but it is still sufficient under the action of 2.7 times torque amplifier. Moreover, the starting price of Tuda is only 654.38+062.8 million yuan, which is less than half of the domestic Prado. But why is the sales of such a cautious Nissan car so cold?

Market recognition cannot be compared with Prado.

Many people have to say that the power of the 2.5L self-priming engine is completely insufficient, and it can't be compared with the 3.5L Prado. Actually, it is not. Even if Zhengzhou Nissan gives Hata a V8 engine, Hata will still be cool. To tell the truth, with the current road level, how many other hard-core off-road vehicles are used to really go bad? Very few. Hard cross-country is more of a feeling, a symbol of identity, especially in the northeast. Many car owners are as obsessed with bullying or land patrol as Audi A6L. In other words, people who buy hard-core cross-country nowadays are mostly emotional, whether it is Mercedes-Benz G, Prado, Lu Xun or Mitsubishi Bobcats.

Although Tuda's figure is similar to Prado's, Tuda really doesn't have Prado's aura. What's more, after so many years, the position of bullying and land patrol in the market can also be seen from the hedge ratio of these two cars. Toyota Prado's one-year hedge ratio is 8 1.37%, and its three-year hedge ratio is 72.60%. What is this concept? Just like Prado's advertisement, buy a Prado, and if you win, you can make a comeback. Such data can also reflect the status of Prado in people's minds, which is unmatched by Nissan Tota.

There is a gap in the reputation of hard-core off-road brands.

Moreover, in the field of hard-core SUVs, Nissan's big brother Tule is also a famous figure. In terms of vehicle positioning, Toule doesn't even lose the land patrol, but the price of Toule can't be sold in the market, and even many people think that Toule: overbearing price and the enjoyment of land patrol. Why is this happening? To a great extent, Toyota hard-core cross-country has cultivated in China for so many years and has a deep market foundation. However, TODA or Le Tu can't reach the height of Toyota in this field, or it is more practical to buy TODA than to believe in it now.

Finally, I want to say

The reason why Tuda's sales are so embarrassing is because Zhengzhou Nissan originally wanted to take the opportunity to build off-road vehicles. I didn't expect that the cars were not sold much, but people were lost. However, this can't blame Zhengzhou Nissan. Although Nissan's off-road vehicles are becoming more and more popular, the market reputation is also rising. Maybe one day Toda will be able to hold his head high. But according to the current data, I don't know if Tudanone can stick to that day.