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Earlier, a Mazda brand will be "closed" two years no longer push new cars and updated models of the news gradually, immediately let a number of Mazda dealers feel worried. However, with two consecutive years of decline in the domestic auto market and the emergence of the epidemic, it has become more difficult for car brands that are not selling well.

According to relevant media reports, due to various reasons, a number of Mazda dealers have chosen not to sell Mazda brand cars, including FAW Mazda and Chang 'an Mazda.

According to the media visit to a Chang 'an Mazi dealer in Beijing can be found, At present the dealer is in the transition stage, Because from the picture can be seen, This Mazda 4S shop not only parked Mazda model, Also parked next to a Xiaopeng car.

It is understood that the reason for this situation is that this dealer group owns the sales rights of Chang 'an Mazda and Xiaopeng Automobile two brands, so in order to save costs, the group temporarily puts Xiaopeng Automobile in Chang' an Mazda 4S store for sale.

In addition to this home sales, Mazda dealers can be found from major automobile website forums and automobile complaint platforms. Take a Chang 'an Mazda 4S store located in Hengshui as an example, the earliest owner complained in October 2019, saying that the store suddenly closed, resulting in most owners' deposits unable to pay. The complaint progress also shows that it is being processed.

In addition, according to a FAW Mazda dealer learned that he learned that Mazda brand within two years will not launch new car news, but also said that he has no confidence in Mazda, is considering whether to withdraw from the network. "I don't see its (FAW Mazda) future, and most FAW Mazda dealers are as pessimistic as I am." Whether to go or stay, the dealer is making the final struggle. However, he felt that there was not much time left for him and other FAW Mazda dealers to consider.

At present, due to the sudden impact of the new crown pneumonia epidemic, most vehicles are overstocked, the operation pressure is very high, plus there is no new car, most dealers can last for half a year is very good. Therefore, he believes that after the epidemic situation, the overall auto market in May, June recovery, the realization of the last batch of inventory vehicles off, will usher in a wave of network withdrawal peak.

It is not difficult to see that Mazda dealers 'decision to withdraw from the network on a large scale is not only because Mazda has been previously reported that it will no longer launch important new cars before March 2022, nor will it make major changes or upgrades to existing models, but will concentrate on developing a brand-new large car architecture and its supporting new powertrain system, which will be unveiled before March 2023. Second, Mazda's "firm" price makes dealers feel embarrassed about their sales.

In the cold winter of the automobile market, the small Mazda brand has caused double-digit sales decline for two consecutive years. The cumulative sales volume in China in 2018 was 272,300 vehicles, down 12% year-on-year; the cumulative sales volume in China in 2019 was 227,700 vehicles, down 16.37% year-on-year. Among them, Chang 'an Zida annual sales fell 16.5% year-on-year to 136,000 vehicles, while FAW Mazda annual cumulative sales fell 16.1% year-on-year to 91,000 vehicles. It can be seen that the performance of Mazda under Chang 'an Group or FAW Group is not optimistic.

As a niche brand, Mazda, which relied on "value marketing" three or four years ago, still had a good performance. Even with the support of only a few models, Mazda could still achieve a breakthrough of 300,000 vehicles at its peak in 2017, an increase of 8.3% year-on-year. However, with the recent two years, the automobile market continued to decline environment, Mazda sales began to turn sharply downward.

For such reasons, it is not difficult to understand, manufacturers on the one hand to suppress goods, but also dealers adhere to value marketing, do not allow price reduction promotion, which itself is contradictory. With the current downturn in the automobile market and the rise of many domestic brands, even the first-tier joint venture brands such as Volkswagen have made the decision to promote heavy volume, while Mazda, as a second-tier joint venture brand, insists on "value marketing", which is very good for market sales. In the industry accelerated downward environment, if its own product strength is limited, and do not seek sales through "price war", the most hit than dealers.

After all, for Mazda such a strong price, already can choose to the same value of higher-level models, even consumers can even choose brands such as BBA luxury brands. Of course, as more and more Mazda dealers withdraw from the network, consumers who originally considered Mazda brand will also give up the choice of Mazda because of maintenance difficulties and other problems, so it will bring a series of vicious cycles.

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