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The JV originally intended to introduce four car models into China last year, but this plan was cancelled ultimately, due to the global financial crisis. However, the light-duty and low-displacement sedans outrace other domestic vehicles in 2009, which is estimated to make Dongfeng Nissan Passenger Vehicle put the debut of Nissan March on agenda again.
The March, as a kind of classic light-duty sedan of Nissan Motor, was born as early as 1982, and seven years later, total production capacity of this car model reached 1 million around the world. So far, 2.2 million Nissan March sedans have been yielded in more than 40 countries and territories.
The third-generation March, with a 2,432-millimeter wheelbase, is 3,719, 1,660, and 1,540 millimeters long, wide, and high, respectively, and the retail price is fixed at USD 10,000 to USD 17,800. Next year, the fourth-generation March is scheduled to hit the market, said people with the direct knowledge of the matter.
As a matter of fact, Dongfeng Nissan Passenger Vehicle has developed two light-duty car models, the Tiida and Livina, so the company needs to optimize the future development layout of March, in an attempt to avoid the internal competition.
In the entire 2008, around 545,000 Nissan-branded cars were sold in China, and the Japanese automaker will strive for total passenger car and light-duty commercial vehicle sales of 570,000 this year, with a 19% growth year on year.
Dongfeng Nissan Passenger Vehicle, which was co-founded by Nissan Motor and Dongfeng Motor Corporation, intends to unveil a dual brand development strategy from now on, with a view to further enlarging its car ownership in China. Lately, it elevated the 2009 sales target to 380,000 from 345,000 units.
From January to April 2009, the JV aggregately sold 139,000 vehicles, largely increasing 37.3% from a year earlier. The National Passenger Car Information Exchange Association announced that more than 6,000 Livina sedans were sold in China per month averagely in 2008, and the monthly sales for March and April exceeded 8,000, respectively.
However, there is a big uncertainty in the future performance of the Nissan March, because most joint-venture carmakers have to face much cost pressure in the light-duty and low-price vehicle market.
(USD 1 = CNY 6.83)
Source: dycj.ynet.com (June 01, 2009)
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