Dongfeng Nissan launched its certified pre-owned (CPO) vehicle business, “Same as New,” at the end of 2017 in response to the growing market for pre-owned vehicles in China. Since then, customers have been reaping the benefits, dealers have been experiencing improved transaction pricing, and the industry has been taking note.
The “Same as New” customer experience – a new way to enjoy the benefits of a pre-owned vehicle – was announced at Auto Guangzhou 2017 and garnered an enthusiastic dealer response. Initial enthusiasm has carried through with real-world results showing that trade-in percentage and sales efficiency per dealer have both increased.
“‘Same as New’ will enrich Dongfeng Nissan’s diversified layout while improving brand value,” said managing director Airton Cousseau of Dongfeng Nissan Passenger Vehicle Company (DFN). “Our aim is to innovate and lead the OEM pre-owned segment of the industry. By keeping our focus on customer needs and working to continue optimizing the customer experience across the vehicle lifespan, ‘Same as New’ will lead the OEM pre-owned vehicle market into a new era.”
“Same as New” ensures fair and transparent pricing based on market conditions and the industry’s authoritative pre-owned price database. The program leads the industry in its warranty protection with a three-year / 100,000 km warranty policy giving customers a new level of vehicle confidence.
The first “Same as New” sales center (JSC), the ChangSha center, opened January 19 – the official start of this new business model for pre-owned vehicles. With the operation of ChangSha JSC, the trade-in ratio of Dongfeng Nissan dealers in ChangSha significantly improved from 4.8% to 9.53%. CPO sales efficiency and customer satisfaction have improved as well. Currently, Dongfeng Nissan has approved 34 “Same as New” networks countrywide, which will contribute to the realization of synergies for Dongfeng Nissan in the full value business chain of pre-owned vehicles and new cars.
Since the new business format launched, Dongfeng Nissan “Same as New” has received recognition from media, customers and the industry. The company has received the “Star of auto market – the most welcome brand award” from BitAuto, the “Used-car industry pioneer award” from 58che and the “Outstanding contribution of Certified Pre-owned brand award” from CADA.
In the second half of 2018, the “Same as New” business will expand its retail network, with a target of 60 new locations.
