The latest sales data for June, released on July 10th, showed that Dongfeng Nissan N7 won the top spot in the sales of pure electric vehicle models with a monthly sales volume of 6189 units, achieving another milestone for the "joint venture new force".

There is no retreat, it is the road to victory

We have waited too long for this curve! "On June 16th, at a Family Day event for internal employees at Dongfeng Nissan, the voice of Zhou Feng, Vice President of Dongfeng Motor Corporation and Deputy General Manager of Dongfeng Nissan Passenger Cars, drowned out the applause from the crowd.

At this moment, on the big screen, the order data of the all-new electric vehicle Dongfeng Nissan N7 since its launch on April 27th is climbing sharply. In just 50 days, the large order quantity has exceeded 20000. This achievement has truly shocked everyone present.

In the new energy vehicle market, domestic brands have seized market share by leveraging their first mover advantage, while new forces in car manufacturing have attracted attention with intelligent configurations. Joint venture car companies have faced numerous difficulties in their transformation. But N7's performance broke this situation, with an average of one new order added every 6.7 minutes and 400 orders locked in every day. This speed has forced N7 to break through a hole in the fiercely competitive market.

The enthusiastic applause from the dealers below is not only a recognition of N7's performance, but also represents the industry's re examination of "joint venture speed, daily production speed". A dealer privately calculated that the order volume completed in 50 days for this car is equivalent to the sales of similar models of some joint venture brands in the past six months. Behind this impressive data lies the efficient execution of the entire Dongfeng Nissan team.

There is no retreat, it is the road to victory

As more and more messages on Weibo urging car owners to inquire about delivery time, Dongfeng Nissan urgently held a supply chain production increase meeting on May 26th. We need to adjust our production capacity as soon as possible, reduce the delivery cycle, and ensure the quality of each vehicle. "At the meeting, Zhou Feng issued clear instructions.

As a super comfortable mid to large size pure electric sedan, as of July, the Dongfeng Nissan N7 has rapidly exceeded 20000 units in 50 days since its launch, and has delivered over 10000 units in 45 days. It has now become the "joint venture pure electric sales champion"

As Zhou Feng said, "Speed itself is a weapon, and often the most important weapon." The popularity of the N7 proves that as long as the technical accumulation of joint ventures is combined with the rapid adaptability of the local market, old car companies can also achieve acceleration on the new energy track.

See, think, do

The second quarter of 2025 is an important watershed, as the new energy offensive represented by Dongfeng Nissan and GAC Toyota has opened a new era for joint ventures. In just a few months after its launch, the Platinum 3X soared to the height of 6000 vehicles, while the Nissan N7 went straight to 6000 vehicles in its second month, showing a strong momentum.

There is no retreat, it is the road to victory

The first victory of Nissan N7 and Platinum Intelligence 3X has set a good example for joint venture electric vehicles and brought strong confidence to Volkswagen and General Motors' transformation direction and future.

Previously, every weekend, the company was deserted, but now even if a factory screws up, it's almost like a spark! "The security team leader, Xiao Xiao, who claimed to be the" eight door supervisor "of Dongfeng Nissan, joked at an internal meeting of Dongfeng Nissan, revealing the real changes in Dongfeng Nissan's overseas market over the past year.

At the historic moment when N7 broke through the 20000 mark, Zhou Feng threw out this formula: "Result=Ability x (Vision+Determination+Speed)". This manager, who was once mocked as "working until midnight every day and probably not having air conditioning at home," is taking action to change this traditional joint venture brand car company.

The degree of internal competition in the Chinese automotive market is self-evident, with a penetration rate of over 50% for new energy vehicles by 2025. In the context of the rapid development of domestic brands relying on electrification and intelligence, and the continuous innovation of new forces, the transformation of joint venture car companies is urgent. Zhou Feng is acutely aware that any hesitation in this competition could potentially leave the company behind.

When Xiao Xiao joked in his speech about his comeback from being a community security guard to becoming a Fortune 500 "BA", Zhou Feng was leading his team to launch a fierce breakthrough in the field of new energy. The PV building, marketing building, and R&D building have become the 'hardest hit areas', especially Mr. Zhou Feng, who works until midnight every day and tirelessly works overtime on weekends. ”The description of 'less than' allows everyone to see the management's leading by example work status.

There is no retreat, it is the road to victory

New energy vehicles are no longer emerging, but are gradually becoming the mainstream of the market. Consumers' acceptance of new energy vehicles is increasing, and at the same time, they have put forward more stringent requirements for the products. For joint venture car companies, they not only need to deal with the advantages of independent brands in cost-effectiveness and local adaptability, but also face the impact of new forces in intelligence and innovative marketing.

The Tianyan architecture launched by Dongfeng Nissan is one of the response strategies. Unlike traditional car companies that have a research and development cycle of 36 months, Dongfeng Nissan only took 28 months to create the world's first pure electric platform designed specifically for Chinese users - Tianyan Architecture.

There is no retreat, it is the road to victory

At this time, N7 was selling at a rate of 20000 yuan per 50 days, causing the workload of the gatekeeper to skyrocket. "The verification of temporary licenses is almost completed by the management bureau!" Xiao held up his registration book and complained. Sometimes my colleagues park their N7 at the entrance of the cafeteria, and I can't help but secretly take photos, "Xiao said with a smile on her WeChat Moments." Look! I just bought a new car

While some new forces are still celebrating their weekly deliveries exceeding a thousand, Dongfeng Nissan has already proven with 6000 deliveries that once the manufacturing genes of the joint venture system are activated, their explosive power is enough to rewrite the rules of the game. The record of only 50 days from the launch of the N7 to the 20000 yuan order is precisely Dongfeng Nissan's most vivid interpretation of "speed as a weapon".

Seeing is vision, thinking is determination, and Dongfeng Nissan people never lack execution ability. Achieving it is our ability. This closed-loop of "seeing thinking doing" is the key for Dongfeng Nissan to cross the cycle, and it is Dongfeng Nissan's keen insight and decisive decision-making on market trends.

There is no retreat, it is the road to victory

The N7's "Four piece Comfort Set" is a concrete expression of this strategy. When the industry was still competing for configuration, Dongfeng Nissan shifted its focus to the home car scene: an intelligent cooling and heating refrigerator with temperature control ranging from -6 ℃ to 50 ℃, a 15.6-inch 2.5K ultra clear screen, AI zero pressure cloud blanket seats, and a master level audio system, creating a "mobile living room" experience.

This precise targeting of user demand has resulted in value crushing for N7 within the price range of 100000 to 150000 yuan. For two consecutive weeks, it has topped the "Weekly List of Medium and Large sized Pure Electric Sedans under 200000 RMB" and the "TOP 1 Pure Electric Sales of Joint Venture Brands". Behind this series of data is the high recognition and trust of consumers for the N7, as well as the result of Dongfeng Nissan's deep cultivation and accumulation in the field of new energy.

When the market share of domestic brands exceeds 70% and the penetration rate of new energy reaches a record high of 52.6%, the retreat of the joint venture camp is being crushed by reality, and the voices of decline towards joint venture brands are constantly heard from the outside world. But Dongfeng Nissan's counterattack with the N7 proves that true powerhouses never fear lows, and can instead transform crises into evolutionary momentum.

The symbol of measuring powerful energy is the rebound force after falling into a trough, "Zhou Feng's words left a mark on the technical barrier of N7. The four needle heat free spreading battery inherits Nissan's 76 years of experience in electrification, and the one-step end-to-end intelligent driving system is integrated into local innovation. The "GLOCAL mode" makes the N7 lead the competition for 6-12 months.

There is no retreat, it is the road to victory

These professional terms may seem unfamiliar, but he can see reality: "The cars at the door are coming earlier and leaving later, and the trucks heading to the central warehouse are not stopping day and night." These small daily observations piece together a grand narrative of a veteran car company's rebirth from the ashes.

Looking back at the midpoint of 2025, the 20000 yuan purchase of N7 is not only a sales milestone, but also a declaration of a comeback. When the industry was still debating the future of joint venture car companies, Zhou Feng's "formula for results" had already been written into the daily lives of every Dongfeng Nissan employee. It was smaller than sticking to every shift, the red eyes of engineers, and the non-stop roar of production lines.

The once underestimated giant is now taking on the role of a disruptor, breaking through both speed and dimension, and forging a bloody path belonging to the joint venture new force.

The taste of "coffee+instant noodles" points to the path of Nirvana

This year will be a battle without a retreat, without a retreat, it is the road to victory

At the Dongfeng Nissan Family Day event in June 2024, shortly after taking office, Zhou Feng made a qualitative assessment. This sentence has two connotations: firstly, it acknowledges that 2024 is more difficult than 2023, and for joint venture car companies, there is even no way out; The second is when under pressure, when facing battle, the only way is to actively confront and strive for victory. In summary, it means actively counterattacking from the Jedi.

Not everyone truly possesses the courage to 'burn their bridges and put an end to this situation' when faced with a dilemma or even a desperate situation where there is no way out. In the eyes of the "Eight Gate Commander", the sound of keyboard typing and machine buzzing in the R&D building can be heard from morning till night, especially at night, where the smell of coffee mixed with instant noodles always wafts out. But following these directions mixed with the flavors of coffee and instant noodles, it is pointing towards a path of Nirvana.

The current Chinese automotive industry is facing two storms sweeping through.

A-side: With the trend of new energy, the market's favor for brands has been reshuffled, and the momentum of independent car companies with faster pace is like a rainbow. Where should joint venture brands go?

On the B-side: Behind the rapid growth of electrification and intelligence, is there a blind action that lacks rationality and violates industry rules? At the same time as independent car companies gain market share, they are also losing profits and sustainability.

Therefore, the dilemma pointed out by Dongfeng Nissan is not only the "share loss quagmire" that the joint venture camp has fallen into, but also the confusion of the entire automotive industry and market in failing to clarify the best way out under the dramatic changes. So how will Dongfeng Nissan, which once created glory in the golden years of joint venture car companies, launch a fierce counterattack after regrouping?

There is no retreat, it is the road to victory

With the new leader in charge and the team revitalized, Dongfeng Nissan has been accelerating its pace. After all, there is no retreat in the rear, and there is only one way out called "victory" ahead.

The situation in the automotive industry this year is already very familiar to everyone, and there is no need to say much about the performance of the Dongfeng Nissan N7. It can be seen that Dongfeng Nissan is building its own brand new moat.

This leads to the second formula mentioned by Zhou Feng: "moat=user co creation+technological leadership+marketing strategy+efficient operation". This formula is similar to Dongfeng Nissan's action guide in this transformation, with each element containing profound connotations and unlimited potential. It is also a survival declaration for joint venture car companies to self reconstruct in the wave of "Sinicization".

There is no retreat, it is the road to victory

In the development process of N7, the company invited a large number of family users to participate in test drive feedback, optimized the interior space layout, comfort configuration and other suggestions, and ultimately created a "super comfortable mid to high end pure electric sedan" that meets the needs of Chinese families. As Zhou Feng said, we need to prioritize user co creation and transform consumers from passive recipients to providers of product demand.

At the level of technological leadership, Dongfeng Nissan has embarked on the path of "localizing global experience". The frequent entry and exit of the technology cooperation team, which is less noticeable, is a microcosm of the enterprise's collaboration with Huawei to create an intelligent cockpit and jointly develop an intelligent driving system with Momenta. The technological advantages of Tianyan architecture integration, such as ultra-high safety efficiency and super compatibility extension, have enabled N7 to achieve industry leadership in the fields of intelligent driving and intelligent cockpit.

There is no retreat, it is the road to victory

At last year's Family Day, Zhou Feng mentioned that Nissan's new energy network will quickly expand 100 channels in the TOP100 cities through NV collaboration. Channel work is not only about opening a store, but more importantly, it is about focusing on the survival ability of distributors, so that their business can thrive and succeed; It's not just about the target number, but also about how the numbers can better improve the profitability of current dealers.

When I patrol late at night, the constantly lit lights in the R&D building and the constantly jumping data in the server room are telling the story of this race against time. Nowadays, Dongfeng Nissan has achieved the delivery of 6000 units with its rapid response mechanism. The truck fleet that runs day and night from the factory to the central warehouse is the most intuitive proof of efficient operation.

We must have the confidence to win and move forward without hesitation. "At this time last year, Zhou Feng had already set the tone at a work meeting," Confidence is more important than gold. No matter how volatile the battlefield is, inner confidence cannot be lost, and the courage to fight and forge ahead cannot be lost. Those who have been on the battlefield know that when they are on the battlefield, they have no eyes for knives and guns, make decisive decisions, and can only advance but not retreat

Dongfeng Nissan's success was not achieved overnight. It has also encountered market downturns, faced technological bottlenecks, and endured competitive pressure. But it is precisely these difficulties and challenges that have inspired Dongfeng Nissan people to have a more tenacious fighting spirit and a more firm belief. It is this spirit of courage and perseverance that has made Dongfeng Nissan what it is today.

There is no retreat, it is the road to victory

At last year's Family Day, Zhou Feng mentioned that Nissan's new energy network will quickly expand 100 channels in the TOP100 cities through NV collaboration. Channel work is not only about opening a store, but more importantly, it is about focusing on the survival ability of distributors, so that their business can thrive and succeed; It's not just about the target number, but also about how the numbers can better improve the profitability of current dealers.

When I patrol late at night, the constantly lit lights in the R&D building and the constantly jumping data in the server room are telling the story of this race against time. Nowadays, Dongfeng Nissan has achieved the delivery of 6000 units with its rapid response mechanism. The truck fleet that runs day and night from the factory to the central warehouse is the most intuitive proof of efficient operation.

We must have the confidence to win and move forward without hesitation. "At this time last year, Zhou Feng had already set the tone at a work meeting," Confidence is more important than gold. No matter how volatile the battlefield is, inner confidence cannot be lost, and the courage to fight and forge ahead cannot be lost. Those who have been on the battlefield know that when they are on the battlefield, they have no eyes for knives and guns, make decisive decisions, and can only advance but not retreat

Dongfeng Nissan's success was not achieved overnight. It has also encountered market downturns, faced technological bottlenecks, and endured competitive pressure. But it is precisely these difficulties and challenges that have inspired Dongfeng Nissan people to have a more tenacious fighting spirit and a more firm belief. It is this spirit of courage and perseverance that has made Dongfeng Nissan what it is today.

Faced with fierce competition in the industry and constantly changing market demands, enterprises must maintain a high level of vigilance and keen market insight at all times in order to establish themselves. And this has precisely stimulated Dongfeng Nissan's crisis awareness, which is like a sword of Damocles hanging above its head, constantly reminding Dongfeng Nissan: there is no retreat, only continuous progress.

Joint venture car companies that have written an important page in the history of Chinese automobile development are not enemies of Chinese domestic brands, but rather complementary partners. Represented by Dongfeng Nissan, joint venture car companies will also contribute more enlightenment to the next mature stage of the entire Chinese automobile industry through their search and experimentation on the path of transformation.

The existence of a "retreat route" is no longer important for warriors; Under the courage to risk everything, what the strong value more is the "way out" to a bright future.

In the end, there is no retreat, it is the road to victory!