Dongfeng Nissan is currently navigating a series of setbacks. Following allegations of promotional material plagiarism, Li Xiang, Chairman of Li Auto, posted five consecutive messages on his social media account accusing Dongfeng Nissan of hiring fake reviewers to disparage Li Auto's i6 model while promoting Dongfeng Nissan's NX8. These accusations have come back to haunt Dongfeng Nissan, whose executives had previously publicly criticized rivals such as SAIC's Roewe, BYD, and GAC Toyota for allegedly employing fake reviewers and plagiarizing marketing content, while emphasizing that "we absolutely do not engage in pulling down competitors."
Simultaneously, two of Dongfeng Nissan's models, the N7 and N6, are embroiled in quality issues. Some N6 owners reported receiving calls from the manufacturer within three months of purchase, notifying them of necessary replacements for the motor oil pump and keys. They questioned whether what the company termed a "service upgrade" was effectively a recall in disguise. Additionally, there are allegations of unequal treatment concerning compensation points between the manufacturer and dealerships.
In response, Dongfeng Nissan stated that the N6 is currently only part of an "active service campaign" and not a recall. According to the current activity notice, no compensation points are being offered to any owners.
Four months ago, when the Dongfeng Nissan N6 was launched, the company's legal department issued a strongly worded statement accusing several independent media accounts of spreading false information about the N6 to capitalize on its launch hype and divert attention to another brand's model. Wang Qian, General Manager of Dongfeng Nissan's New Energy Brand Sales, indirectly referenced the Roewe M7 on social media, commenting that the compact plug-in hybrid sedan market is broad enough that there is no need to trip up competitors, and that true strength is demonstrated through product value and customer reputation.
Now, the tables have turned. After the launch of Dongfeng Nissan's NX8, Li Xiang, Chairman and CEO of Li Auto, posted five aggressive messages on his social media, even using strong language, accusing a certain Japanese brand of hiring "black PR" to spread misinformation and undermine his company's products. He stated that Li Auto would take legal action to protect its legitimate interests.
In response to Li's accusations, Wang Qian stated that Dongfeng Nissan always adheres to industry norms, promotes healthy competition, and respects every peer contributing to China's automotive industry, including Li Auto. However, Li Xiang publicly shared evidence, including templated fake reviews with uniform headlines such as "I Thought It Would Be an Easy Choice, But After Test Driving the NX8 and i6, I'm Speechless," which predominantly praised the Dongfeng Nissan NX8 while criticizing the Li Auto i6. Li even posted a screenshot allegedly showing Dongfeng Nissan executives discussing this content in a marketing group chat.
Media reports suggest that regulatory authorities have intervened, with the Ministry of Industry and Information Technology summoning representatives from both companies for discussions. Informed sources indicated that relevant departments have communicated with both companies, though specific outcomes have not yet been disclosed.
Even prior to the NX8 launch, Dongfeng Nissan appeared to be borrowing from Li Auto's branding. Pre-launch promotions and official website materials, including the launch event theme, prominently featured the slogan "The More Ideal SUV for the Whole Family," inevitably drawing comparisons to Li Auto. It was noted that Dongfeng Nissan has since removed this phrasing from its official website.
During a media session following the NX8 launch, Xin Yu, General Manager of Dongfeng Nissan Automobile Sales Co., also referenced Li Auto, remarking that while Li Auto previously learned from Dongfeng Nissan's series-range extender technology, Dongfeng Nissan now intends to learn from Li Auto. He expressed respect for Li Auto as a commendable company and reiterated that Dongfeng Nissan does not engage in pulling down competitors. However, recent events appear to contradict these statements.
Dongfeng Nissan's double standards extend further. In January, Wang Qian commented on BYD's new Qin L model, suggesting that its promotional materials closely resembled those from Dongfeng Nissan's N6 launch a month earlier, implying plagiarism. However, netizens quickly pointed out that Dongfeng Fengshen had used similar phrasing in an earlier launch, raising questions about originality.
In February, Wang Qian again criticized GAC Toyota's Bozhi 7 for using promotional海报 strikingly similar to Dongfeng Nissan's latest model, questioning the lack of originality in what he termed "copying homework."
In a twist, Dongfeng Nissan itself faced plagiarism allegations in April when a design firm publicly accused the company of copying advertising创意 originally created for the Zeekr 9X and Shangjie H5 models. The firm claimed that Dongfeng Nissan's NX8 promotional images directly replicated background and lighting elements from their work. Dongfeng Nissan promptly removed the implicated海报 but did not issue a public response.
Beyond marketing controversies, Dongfeng Nissan's products are also facing quality issues. In 2025, the company launched two models based on its Tianyan architecture: the all-electric N7 and the plug-in hybrid N6. While these vehicles initially gained traction due to competitive pricing, their sales have since declined.
For instance, the N7 saw monthly sales exceed 10,000 units shortly after its April 2025 launch but dropped to just 1,382 units by March of the following year. The N6, launched in December 2025, delivered nearly 7,000 units in its first month but saw sales fall to 2,665 by March.
This sales decline coincides with growing product quality concerns. N7 owners have reported issues requiring multiple part replacements, including bearings, driver's seat assemblies, radiators, and compressors, raising worries about long-term reliability beyond the warranty period. N6 owners have expressed frustration over being notified of part replacements shortly after purchase, with some alleging inconsistent compensation point policies between the manufacturer and dealerships.
Dongfeng Nissan maintains that the N6 situation constitutes an "active service" rather than a recall and confirms that no compensation points are being offered under the current campaign.
These quality issues are likely impacting the long-term sales performance of both models. The recently launched NX8, the third new energy model under the Tianyan architecture, is already facing public relations challenges, which may further affect its market performance.
Reflecting on Dongfeng Nissan's 2025 performance, the company reported annual sales of 601,000 units, a 5% year-on-year decrease, marking the seventh consecutive year of decline. While Dongfeng Nissan still relies heavily on gasoline vehicles, the N7, N6, and NX8 represent critical pillars of its new energy transition. With sales of the N7 and N6 declining and the NX8 launching amid controversy, Dongfeng Nissan's path toward new energy transformation remains fraught with challenges.
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