Yulon Nissan Aims for 15% Share of Taiwan's New-car Market by 2014

Dec 15, 2011 Ι Industry In-Focus Ι Auto Parts and Accessories Ι By Steve Chuang, CENS
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Taipei, Dec. 15, 2011 (CENS)--Planning to launch at least one new homemade car per year through 2014, Yulon Nissan Motor Co., Ltd., a Taiwanese automaker, aims to command a 15% share of the new-car market in Taiwan as the second-largest supplier then, according to W.J Tsai, president of the company.

To achieve the objective, the company has just begun its three-year new car arrival plan with the presentation for the New March, a succeeding model of its hot-selling March series 1.3L sedan, which is upgraded with a 1.5L engine and better fuel efficiency, larger interior space and a more impressive exterior. Worth mentioning is that New March is a winner of Good Design Award 2011, thanks to its exterior design.

Riveting intense concerns from both consumers and competitors, the arrival of New March heralds Yulon Nissan's return to Taiwan's market for homemade small cars with engine capacity of 1.5L and below in 2011, after the company halted production of old-edition March, a 14-year hot-seller with aggregate sales of over 140,000 units in Taiwan, to indicate its withdrawal from the segment five years ago.

Tsai said that his company has set a sales goal of 800 units of New March for each of the coming months, or 10,000 units for a full year since launched. Selling for between NT$532,000 and NT$588,000 per unit, the car is regarded as a challenger against Toyota's Yaris series sedans.

In the coming two years, Tsai furthered, Yulon Nissan will continue to launch a middle-sized sedan, Sentra, and a succeeding model of X-Trail series SUVs (sport utility vehicles), to speed up achieving its goal of commanding 15% of Taiwan's new-car market.

With New March to provide a boost, Tsai optimistically stated that his company will expand its market share to over 13% in 2012, with new-car sales to reach between 46,000 and 48,000 units.
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