As a category of self-owned brands, Kaichen has been subject to fluctuations in the parent brand Dongfeng Nissan in the past two years, and its development speed has been greatly affected. Recently, Beiqing Daily reporter learned from many channels that after two years of internal disputes, the Qichen brand will declare independence and be side by side with Dongfeng Day product brand, becoming one of the five auto companies under Dongfeng Limited. The new company will be named Dongfeng Qichen, and is led by Zhou Xianpeng, vice president of Dongfeng Motor Co., Ltd. and member of the Standing Committee of the Party Committee.
On January 15th, Dongfeng Nissan announced that Zhou Xianpeng, the deputy general manager of Dongfeng Nissan Passenger Vehicle Company, was promoted to the vice president and party committee member of Dongfeng Motor Co., Ltd., and no longer served as the deputy general manager of Dongfeng Nissan Passenger Vehicle Company. According to the data, Zhou Xianpeng is a member of the preparatory group of the Dongfeng Southern Strategy (Fengshen Auto) in 2000. In the predecessor of Dongfeng Nissan, Feng Xianpeng is the deputy general manager. On December 19, 2014, Zhou Dongpeng succeeded Ren Yong as the successor of Dongfeng Motor Co., Ltd. Deputy General Manager.
According to reports, after the independence of Dongfeng Qichen will be listed in March operation, Zhou Xianpeng as the vice president of Dongfeng limited will take the helm, leading the Qichen brand into the fast-growing fast lane. The Qichen brand, which was founded in 2010, has been in business for six years. Under the strong support of the parent company Dongfeng Nissan, the Qichen brand developed rapidly in the early stage and quickly achieved the goal of selling 100,000 units a year. The independent sales network reached more than 200. However, with the continuous expansion of the Qichen brand, the Qichen brand began to be subject to Dongfeng Nissan in terms of product launch and brand expansion. The sales of Qichen brand once fluctuated greatly, and the voice of Kaichen’s internal brand independence was increasing.
At the same time, in the context of Dadongfeng's independent strategy, Dongfeng Fengshen, Dongfeng Fengxing and Dongfeng Scenery use the large synergy strategy in Dongfeng's own brands. In 2016, the brand influence and sales volume increased simultaneously in their respective market segments. Above the industry level, especially Dongfeng Fengshen achieved a high growth rate of 57%. As an important part of Dongfeng's own brand, Qichen brand seems to have been separated from Dadongfeng's own brand. The sales volume is not satisfactory. The announcement of independence means that Qichen will enter the Dadongfeng autonomous system.
At present, there are four major vehicle companies under Dongfeng Limited, namely Dongfeng Nissan, Dongfeng Infiniti, Dongfeng and Zhengzhou Nissan. Kaichen independence means that the Kaichen brand will be level with Dongfeng Nissan in the future, and can use Dongfeng's limited resources to effectively coordinate, which brings practical benefits to the development of Qichen brand. 2017 is the product year of Qichen brand. Qichen brand will start with T90, accelerate the expansion of product line, and successively launch a variety of new cars such as SUV, MPV and home sedan. In the future, Qichen will not enter a new car every year, and the independent Qichen brand will enter the fast lane of development.
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