AutoBeta(AutoBeta.net)11/06 Report--

In the current downward trend of the overall market, Mazda appears to be more difficult. Mazda, whose sales have been declining for more than a decade, finally achieved year-on-year growth in June, but only 1.4%. Then it continued to decline, falling both year-on-year and month-on-month, until this year's "Golden Nine" achieved a big increase of 16.3% from the previous year. However, judging from this month's performance, it is clear that Mazda is still not improving.

In October, Mazda sold 19882 vehicles, down 9.1 per cent from a year earlier and 3.5 per cent from a month earlier. Among them, FAW Mazda sold 8526 vehicles and Changan Mazda sold 11356 vehicles. Mazda sold 181624 vehicles from January to October, down 21.9% from a year earlier, with FAW Mazda selling 71977 vehicles and Changan Mazda selling 109647 vehicles.

At present, Mazda has only five domestic models in China, of which CX-4 and Atez are sold by FAW Mazda, while CX-8, CX-5 and Onksera belong to Changan Mazda. In October this year, except for the sales growth of the new Onksera, the rest of the models fell across the board, of which the main family car Mazda Onksera sold a total of 8756 vehicles, an increase of 10.6% compared with the previous month's 7824. It can be said that with the launch of the new generation product, the next generation MAZDA3 Onksera, it has brought a good impact.

Atez, a B-class sedan, sold 4046 cars, while the CX-4 and CX-5 SUV sold 4480 and 2486 respectively. However, Mazda has not announced the terminal sales of the CX-8, so it can be seen that the model can not achieve excessive sales. It is learned from other sources that the model sold only more than 100 units in September. Although the CX-8 is positioned as a medium and large SUV, the price range of 25.88-330800 does not have much advantage over other competitors.

Mazda experienced its first negative growth in the Chinese market in five years last year, and Mazda has significantly accelerated the pace of new car updates this year to boost sales. Judging from the market feedback, the new car effect has indeed brought some help to Mazda.

However, Mazda's problems in the Chinese market are not just about products, but more to do with consumers' awareness of its brand. It has always been known as "small and beautiful", and it has always been regarded as a representative of individuation by consumers in China.

In addition, the new generation of Atz and Oncella are equipped with naturally aspirated engines that are the same as those of the previous generation. Today, most of the competing products have been replaced with turbocharged engines. At a time when major car companies around the world are launching turbine engines, Mazda still adheres to the naturally aspirated engine route, which makes it look like an alternative, although Mazda has its own uniqueness.

In addition to the decline in sales in China, Mazda has not performed well in the world, and Mazda has also lowered its budget target for fiscal year 2019. Sales fell to 3.5 trillion yen (230 billion yuan) from the original target of 3.7 trillion yen (250 billion yuan), global sales fell to 1.55 million vehicles from 1.618 million, and sales profit fell to 60 billion yen (4.1 billion yuan) from 110 billion yen (7.5 billion yuan), down 27 percent from the same period last year.

In response to the overall decline in sales, most car brands have adopted price cuts, while Mazda has adopted "value marketing" that insists on not reducing prices, which is also seen by industry insiders as a performance that Mazda "does not pay enough attention to the market". Now, in a tougher market, Mazda's test will be even greater.

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