Market share declines when Dongwo UD revitalizes the country
In December 2013, the first product of Dongfeng Nissan Diesel Co., Ltd. was renamed Dongwo. A year has passed and the sales of the QT heavy trucks have not yet begun. Currently, only a small number of QT tractors are delivered to the users. Compared to other brands that have dominated the high-end market, Dongwo’s pace is too slow. Even its official website is too lazy to handle it, or it is still standing by the name Dongfeng Nissan Diesel. There is a good product but there is no good sales channel. What does Dongwo UD play? Its predecessor Dongfeng Nissan Chai has experienced what kind of twists and turns?
Dong Wo UD Cool Teng Heavy Truck
First, briefly introduce Dongwo Nissan Diesel Co., Ltd., Dongfeng Nissan Diesel Automobile Co., Ltd. was established by Dongfeng Motor Corporation and Nissan Diesel Automotive Industry Co., Ltd. in May 1996 in Hangzhou, Zhejiang Province. Dongfeng Motor Corporation passed the subsidiary Dongfeng Motor Group. Co., Ltd. and Nissan Diesel Automotive Co., Ltd. each hold 50% of the shares; covers an area of ​​110,000 square meters, construction area of ​​55,000 square meters, and the annual production capacity of 10,000 vehicles. The company introduced Japan's Nissan Diesel's product technology, production process and management methods to produce Japanese Nissan Diesel "UD" brand and Dongfeng Nissan Diesel "DND" brand heavy-duty truck and large passenger vehicle chassis.
In Dongfeng Nissan Diesel's product line, a total of three series of products have been produced since its inception, including the earliest Resona, Big Thumb thumbs-up and currently the only remaining product, the Quon Yudi. Ten years ago, the market share of Dongfeng Nissan Diesel was much better than it is now. In addition to the lack of competitors at that time, the quality and management philosophy of Dongfeng Nissan Diesel was also recognized by users. However, today it has been a pity that it has fallen into such a dismal situation.
In fact, the Japanese brothers' UD trucks of Dongfeng Nissan Diesel were not having a good day in the Japanese market. On the list of Japanese truck sales statistics in 2012, the sales of UD were ranked at the tail of the top four brands of Japanese trucks. Sale of 9104 trucks.
It was thought that the Uddi Lion listed in the fall of 2007 could continue to consolidate the market of Dongfeng Nissan Diesel, but it seems that the performance of this product is unsatisfactory. Youdi Lion is a heavy-duty vehicle product synchronized with the Japanese mainland. Perhaps the most important reason is that the price is too high. The Yudi Lion engine uses the original imported UDGE13 engine, Eaton transmission, the cost of many parts of the vehicle are High, more than 500,000 prices make many users discourage.
The opposite of Dongfeng Nissan Diesel’s current status is another domestic Japanese heavy truck joint venture brand, GAC Hino. Although Guangzhou Automobile's Hino entered the domestic market more than 10 years later than Dongfeng Nissan Diesel, it has already surpassed its predecessor in today's market share. The main reason is that GAC Hino has made compromises to the domestic market and adopted a large number of domestically produced parts to reduce production costs. The axles used the Dongfeng Dana 460 bridge, the low-profile models used the Fast transmission, the Shanghai Hino P11 engine, etc. The price of GAC Hino has been greatly reduced, and 8x4 trucks and other models have been introduced according to the habits of the Chinese people. This is a product series that Dongfeng Nissan Diesel Co. lacks.
Unlike Dongfeng Nissan Diesel's product line, GAC Hino Motor Co., Ltd. first opened the market from the concrete mixer market. From now on, the GAC Hino 700's mixer chassis has been blooming all over the country. This has greatly improved the brand of GAC Hino. Influence. In the logistics vehicle market, the introduction of high-end models for domestic usage habits has provided a good remedy for the already relatively small Japanese heavy-duty cab.
Let's take a look at Qingling Automobile, a Japanese depot that entered the country in the 1980s. Although it started playing heavy-duty trucks in 2000, its market share has remained low. However, Qingling has firmly grasped a part of the loyal heavy vehicle users, such as the fire market and postal car market, which is a piece of fat that the other two domestic Japanese joint venture companies have witnessed. And most importantly, the main profit point of Qingling is not the heavy truck, but the light truck products that have already enjoyed a good reputation in the domestic market. Today, Qingling has launched the VC46 heavy truck, and next year will also launch VC61 heavy truck with the same level as Cooltium. Facing the localization of the two local competitors in Japan, the pressure on Dongwo UD is really not small.
In January 2013, Dongfeng signed a strategic alliance with Volvo and established Dongwo (Hangzhou) Truck Company. At the end of last year, the first product was officially offline. But until today, the sales network of Corum has not been perfected, and a large number of local exhibition vehicles have not yet been seen. Although there was a debut of the wind and light at the time of release, there was obviously no effort from other manufacturers in the follow-up work of the product launch. If you can be more flexible and learn more about the needs of users when you are developing, you may be able to sell better. But after experiencing the trough, what I learned is precious. Xiaobian also expects a gorgeous transformation of Dongwo.
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