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Zhengzhou Nissan Reinvest China’s Auto Sports

2013-05-20 15:13:33

For many cross-country fans, April 2013 was a turning point for their auto sports career. The exciting news released at Shanghai International Auto Show made it possible that they might one day come onto the stage and become real rally racers. It was that Zhengzhou Nissan had decided to launch “China Cross-country Rally Dream” to recruit racers and navigators for China Cross-country Rally Race 2013 from Zhengzhou Nissan customers and cross-country fans nationwide. In September, Zhengzhou Nissan will attend the race with its all-series four-wheel driven products (Paladin, Odin, Rich Pickup).

The development of auto industry is somewhat like human growth, experiencing youth, wild physical enlargement and the mental maturity. Obviously, China’s auto industry has bid a farewell to its physical youth. The micro-growth has replaced gold phase and become the theme. The mental youth for China’s auto industry is coming. Since entering adulthood, it has, for the first time, stood on the crossing and faced new choices. Its future, to a large extent, depends on the present, on the reflection of Chinese auto enterprises and the guidance by the auto industry media.  

Indeed, Chinese auto enterprises need reflection. As the auto products and marketing strategies become highly homogenized, what move can attract the consumer is really a tough question confronting all the auto enterprises. In the past, Chinese auto enterprises bought autos, while now some enterprises are selling their own services. But in the future, what can we offer to consumers? Abraham H Maslow, the famous sociologist proposed his well-known hierarchy of need theory. It is the same case in auto consumers. From replacing walking by vehicles to enjoying driving and to realizing self-achievement with the auto, the process is gradual and accompanying the development of the auto industry. This might pointy out a direction for China’s auto industry----- taking the satisfaction of the consumers’ mental requirements as the ultimate goal of auto enterprises.

Now let us be back to the recruitment of China Rally Racers held by Zhengzhou Nissan among all its customers and cross-country enthusiasts. As a professional auto industry worker, the writer believes the highlight of the event lies on not only Zhengzhou Nissan’s return to the race after several years’ silence, but, more importantly, Zhengzhou Nissan’s determination, against the backdrop of today’s homogenized products and marketing tactics, to help ordinary customers and cross-country enthusiasts to enter the auto race field which used to require a high threshold. So they can realize their dreams, satisfy their mental demands and interpret the auto enterprise service philosophy at the highest level---a transformation from serve the auto to meet the customers’ mental requirements and seek mutual trust, companionship and common success with them. 

As a matter of fact, Zhengzhou Nissan is bold to take the lead, selecting rally racers from ordinary customers and cross-country enthusiasts. The reason why it dares to do so is its experience in holding three explorations to Dakar, one through the orient and eight auto owners’ conference activities in three years. This decision also originates from its professional four-wheel drive manufacturer’s positioning and confidence of its products. It can also be attributed to its decade-long pursuit for fundamental material services as well as in-depth services at the spiritual level.

A decade ago, Paladin by Zhengzhou Nissan imitated the SUV age in China. Up to the present, “China Cross-country Race”, “Zhengzhou Nissan”, “Cross-country Rally Culture”, “Dakar” and “Paladin” are often associated together by people. A decade later, Zhengzhou Nissan again accidentally rides the waves of the time. What is different this time is that “Dakar” is replaced by “China Cross-country Rally Race” and that “Mr. Zhou” is superseded by “somebody”. If Chinese auto sports culture is experiencing a transition from “auto-centered” to “man-centered”, the small step made by Zhengzhou Nissan is actually a big stride in Chinese auto culture evolution. The cross-country is on the way the dream is on the way, so is the youth.

nissan global nissan china DONGFENG MOTOR COMPANY LIMITED ©2014 Zhengzhou Nissan

nissan global nissan china DONGFENG MOTOR COMPANY LIMITED

©2014 Zhengzhou Nissan