AutoBeta(AutoBeta.net)01/03 Report--

Mazda as an early brand into the domestic market, its performance has been unsatisfactory. Mazda released its latest sales figures for 2019 today, with a cumulative total of 24,492 vehicles in December, showing a double month-on-month growth. Its two major channels are FAW Mazda sales of 10,418 vehicles and Chang 'an Mazda sales of 14,074 vehicles.

In terms of sales volume for the whole year, Mazda sold 227,750 vehicles in 2019, down 16.34% year-on-year, which is Mazda's year-on-year decline for two consecutive years. FAW Mazda's annual sales volume was 91,416 units, down 16.5% year-on-year; Changan Mazda's annual sales volume was 136,334 units, down 16.8% year-on-year.

The small number of models is also one of the factors that Mazda cannot increase its sales volume. At present, there are only five domestic models on sale, which occupy the mainstream market segment, but they are still divided into two channels for production, which makes it impossible to carry out unified management on its models. Among them, CX-4 and Artez are sold by FAW Mazda, CX-8, CX-5 and Onksela belong to Chang 'an Mazda.

Thanks to the "sprint" at the end of the year, Mazda's models have achieved month-on-month growth. The most outstanding performance in 2019 is its Mazda 3 Onksela, with 98,218 vehicles sold throughout the year, accounting for nearly half of Mazda's sales volume. The new model was launched in October this year, and it also achieved month-on-month growth for three consecutive months. In December this year, it exceeded ten thousand vehicles again.

The midsize sedan Artez sold 41,950 units, while the compact SUV CX-5 and CX-4 sold 35,620 and 49,419 units, respectively. Because CX-8 terminal sales have always been average, the official did not announce this model, but from other channels, the monthly sales volume of this model is only about 100 units, the price of 258,800 - 330,800 is almost uncompetitive compared with the same class models.

In order to expand the product formation in China, a few days ago, there is news that Mazda will bring a new model and realize domestic production, and then will be introduced into Chang 'an Mazda production, listed within the year. This model is the CX-30, which was unveiled earlier than the 2019 Geneva Motor Show.

Mazda CX-30 is positioned as a compact SUV between CX-3 and CX-5. It still adopts the family-style "Soul 2.0" design concept in appearance. Except for the lower bumper position, it is difficult to distinguish between CX-4 and CX-5. It is more similar to Anxelar overall.

Because CX-30 has the attributes of a crossover model, it makes the body appear more compact. At the side eyebrows, in order to highlight the off-road atmosphere, CX-30 is surrounded by a large area of black plastic, resulting in a slight reduction in texture. The body size is 4395/1795/1540mm in length, width and height respectively, and the wheelbase is 2655 mm. In addition to the tail lamp design with the family finishing touch, there are not many bright spots at the tail.

The interior adopts the latest design language of the family, simple and sporty styling style, basically similar to Onksela, with a tiny 8.8-inch central control screen, perhaps this is Mazda's "everything driving-oriented" design concept.

The overseas version has been launched, equipped with SKYACTIV-X series 2.0L gasoline compression ignition engine, maximum power 188Ps, peak torque 222N·m, matching 6MT/6AT gearbox.

Although the CX-3 will help Mazda enrich its product formation in China after it is made in China, the CX-30, as a compact SUV, has a shorter wheelbase than the Onksela, which means that the car will still discourage consumers from considering the rear space, even if the rear performance of the Onksela is slightly lower than that of the same class.

Positioning lower than the CX-5 also means that its price will be lower than the CX-5, but the lower price may not be able to exchange for the corresponding sales volume, in terms of space, the car is more like a small SUV, Mazda's usual pricing strategy, will probably be higher than the small SUV of the same class.

2019 can be regarded as a big year for Mazda products in China. It has replaced a number of its models in one breath, including Onksela, Atz and CX-4, and now CX-30 will be launched. There is no doubt that its models are equipped with Chuangchi blue sky technology engine, the appearance is replaced with "epoch-making" coat.

Although it is also a Japanese brand, Mazda's sales performance is outstanding, factors such as few models, omissions in management mode, and always advocating "value marketing" all make Mazda unable to achieve sales promotion, relying only on niche positioning and product strength advantages to make it determined to attack the brand, obviously not in line with the domestic market, so that in 2019, the sales target of 270,000 vehicles in China was only 85%, unable to achieve the year-end target.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat