Beijing (ZXZC)- On June 16, the joint venture between Nissan Motor and Dongfeng Motor in China, Dongfeng Nissan, celebrated the production and sale of its 16 millionth vehicle, which is a six-seat Pathfinder SUV.

Photo credit: Dongfeng Nissan

This achievement comes 21 years after the first SUNNY car rolled off the assembly line in 2003.

However, the present is not the peak of Dongfeng Nissan’s journey. In 2023, the company sold a total of 673,705 vehicles in China. Despite maintaining a strong presence in the oil-fueled vehicle sector and among other joint ventures in the world’s largest auto market, Dongfeng Nissan’s decline in sales is evident.Key to Dongfeng Nissan’s sales have been models like the Sylphy, which sold over 360,000 units in 2023, accounting for more than half of Nissan’s sales in the year. Other models like the Qashqai and Altima also performed well in their segments, though their sales and market impact have decreased compared to previous years. This reflects a broader challenge faced by many joint venture brands amidst the rising wave of new energy vehicles (NEVs) in China, where Dongfeng Nissan’s response has been relatively subdued.

In response, Dongfeng Nissan unveiled the "Dongfeng Nissan RE-CHARGE 100 Action Plan" on June 16, alongside their production milestone celebration. This ambitious plan aims to rejuvenate the brand.

By the end of 2026, Dongfeng Nissan plans to introduce seven new NEV models. Additionally, a brand management committee will be established to enhance brand strategy, and unprecedented investments will be made in R&D to fully transition to NEVs and advance vehicle intelligence.

Currently, Dongfeng Nissan is advancing multiple projects to enhance product competitiveness, marketing strategies, cost efficiency, and operational management. The upcoming NEV models are expected to feature significant advancements in design and intelligent features, aiming to strengthen Dongfeng Nissan’s position in the evolving automotive market.