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As one of the Japanese “Big Three”, Nissan was once considered to be the most localized Japanese brand with the fastest sales growth rate. With the excellent performance of Xuanyi, Qijun, Teana and Qashqai, it has long been in the sales rankings. The top of the list. However, since last year, due to the management turmoil, the sluggish Nissan market has intensified, and the brand image has fallen sharply.

Nissan, which has been in constant scandal since last year, is still stuck in the mire and cannot extricate itself.

In the financial report for the second fiscal quarter of fiscal year 2019 released recently, Nissan ’s global car sales in July-September fell 7.5% to 1.27 million units; the company ’s operating profit was 30 billion yen, or about RMB 19 100 million yuan, a decline of about 70% compared with the same period last year, and significantly lower than the previous market expectations.

Since fiscal year 2019 (starting in April), except for the Chinese market, Nissan’s sales in North America, Europe and other markets have basically declined significantly. In the first half of the fiscal year from April to September, Nissan sold 2.5001 million vehicles worldwide, a year-on-year decrease of 6.8%, which was more than the 5.9% decline in the global automobile industry’s overall sales.

Among them, Nissan sold 281,000 units in Japan, down 1.3% year-on-year; in the United States, 679,000 units, down 4.3% year-on-year; in Europe, 265,000 units, down 19.7% year-on-year; in Oceania , Latin America and other regions sold 360,000 vehicles, a year-on-year decrease of 11.4%. The decline in sales caused Nissan’s net profit in the first half of the fiscal year to decrease by 73.5% year-on-year to 65.3 billion yen, and operating profit to decrease 85.0% year-on-year to 31.6 billion yen.

Due to the sharp decline in sales, Nissan can only lower its profit target. For the full fiscal year of 2019, operating profit is expected to be reduced by 35% to 150 billion yen, or approximately RMB 9.6 billion, the lowest level in nearly 11 years. . So what happened to Nissan that caused it to fall now?

01

Nissan has always loved Chinese consumers for comfortCars are known as “mobile sofas”. However, in recent years, because of the wide-scale outbreak of problems in product quality, Nissan’s impression of the “inadvertent technology” left by the market has become increasingly clear. Because technology has not been breakthrough, it can not bring freshness to consumers, Nissan has few opportunities for hot search.

But the frequent quality issues have caused it to get attention again and again. In the past two years, Nissan has exposed at least 4 quality events:

In September 2017, it was revealed that it had “fooled” factory inspections with unqualified personnel, and subsequently recalled 1.14 million cars; in July 2018, it exposed tampering fuel consumption and exhaust emissions data; in September of the same year, it released a third-party final investigation report. The data was found to be false again at the time; in November, it was found that the quality inspection of the new vehicles at the two factories in Yokosuka City, Kanagawa Prefecture and Uji City, Kyoto Prefecture was out of compliance. The actual situation is not consistent, and ultimately only 11 models produced from November 2017 to October 25, 2018, totaling about 150,000 cars …

In addition to encountering a quality crisis in Japan, Nissan ’s quality problems have also exploded in China: Nissan ’s most-reliable model in the SUV market, Qi Jun, has been reported by many owners to have a CVT transmission frustration problem, and has repeatedly visited the aftermarket. Dealing with no results has caused widespread complaints from car owners. Data show that in 2018, there were 3,613 complaints about Dongfeng Nissan, of which Xuan Yi had 1,422 complaints, accounting for about 30%.

In fact, the 2014 and 2015 Nissan Xuanyi and Trent have been complained for quality defects of the engine, but the problem has not been completely resolved. In the first half of 2018 alone, Nissan Motors recalled domestic models three times in China, totaling 1.024289 million vehicles, accounting for about 21% of the total recall.

Nissan’s quality problems frequently occur, obviously the root cause lies with the manufacturers. Comparing the Nissan Qijun and Toyota RAV4 that are currently on sale, Qijun’s cumulative sales in 2018 were 1.38 times that of Toyota RAV4, but the number of complaints was 51 times that of RAV4. 12 complaints against RAV4 with 615 quality complaints, showing the quality problems of Qijun How common.

In addition to quality issues, Qichen ’s weak growth is also a reason for Nissan’s weakness. Qichen is an independent brand established by Dongfeng Nissan in September 2010. In 2017, it sold over 140,000 new cars, which surprised Nissan. However, in 2018, Qichen’s sales for the whole year fell by 6% year-on-year to only 134,000 vehicles. This means that when the market environment is not good, Qichen’s brand is at a disadvantage and cannot resist the overall decline of the market.

Down, more than 8%. Ghosn has reportedly underreported about $ 82 million in wages during the financial crisis, thus evading huge taxes.

To date, Ghosn has been arrested 5 times. Following the first arrest in Tokyo on November 19, 2018, facing allegations of financial misconduct and serious breaches of trust, on December 4, 2018, the Special Search Department of the Tokyo Local Prosecutor’s Office decided to arrest Ghosn again on the grounds that the prosecution It is suspected that he underreported a total of about 4 billion yen, or about 240 million yuan, from 2015 to 2018. This is his second arrest. On December 21 of the same year, the special search department of the Tokyo Local Prosecutor’s Office allegedly In 2008, he passed on the losses caused by private investment to Nissan Motor Company and committed “special malfeasance” under the “Company Law” and arrested Ghosn again. This is his third arrest.

Almost every time Ghosn’s detention period is approaching, Tokyo police will “rearrest” him, which has caused Ghosn’s detention period to be reset or extended. On the afternoon of March 6, 2019, Ghosn was released on bail after paying $ 9 million, ending a 108-day detention period. However, on April 4, 2019, Ghosn was arrested for the fourth time on the grounds that he was suspected of misappropriating the funds paid by Nissan to the sales agency in Oman in the Middle East and caused a total of about 560 million yen or about RMB 3390 to Nissan. The loss of 10,000 yuan, and some of this funds went to him, suspected of private use.

According to Nissan’s annual safety report, until 2016, Ghosn’s annual salary was more than 1 billion yen (54 million yuan); in the face of shareholders’ opposition to its salary, its annual salary fell to 735 million yen in 2017. (39 million yuan), a decline of more than 30%.

According to the information compiled by Daily Car, Ghosn receives revenue from Renault, Nissan and Mitsubishi companies each year. In fiscal 2017, Ghosn received 735 million yen (about 45.18 million yuan) at Nissan; 7.4 million euros (about 58.59 million yuan) at Renault; and 227 million yen (about 13.95 million yuan) at Mitsubishi. Yuan), and its total revenue is about 1.912 billion yen, or about 118 million yuan. The huge amount of tax evasion has caused Ghosn to face a heavy sentence of more than 10 years in prison.

Ghosn is caught in a corruption and fraud scandal that has caused Nissan’s cars to sink into the mire. Before his arrest, Ghosn was a legendary automotive executive and was widely praised in the industry. In 1996, Ghosn became vice president of Renault Motors. In 1999, he acquired Nissan and established the Renault-Nissan Alliance. After joining Nissan, Ghosn formulated a “renaissance for Nissan”