AutoBeta(AutoBeta.net)04/04 Report--

For many Japanese car companies, even if overall sales in the Chinese market continue to decline, they still achieve sales growth by virtue of brands, products and word-of-mouth, or maintain a steady state of sales. For the Mazda brand, it is excluded.

Mazda's sales in China fell for the second year in a row, falling 16.4 per cent to 227700 vehicles in 2019, falling short of its full-year target. It is believed that the reason for the continued decline in Mazda's sales in China is that the product replacement is slow, the technology introduction is not active enough, the terminal discount is not as expected, and it is true that it lags behind its competitors, while the advantages and disadvantages of Mazda models are also prominent. consumers are more hesitant to choose. Mazda sales have only improved since the launch of the Mazda 3 Onksera in September last year.

Mazda released sales figures in China on April 4th, and the decline in sales continued to expand as a result of the epidemic. Mazda sold 12958 units in China in March, down 28.3% from a year earlier, with FAW Mazda selling 5314 and Changan Mazda selling 7644.

From January to March, Mazda sold 36351 units in China, down 30.7% from a year earlier, compared with 52466 in the same period last year. Among them, FAW Mazda sold 14106 units and Changan Mazda sold 22245 units.

In terms of specific models, Onksera is still the main volume model, accounting for half of the sales. Onksera sold more than 10,000 units for three consecutive months from November last year to January this year, and its product strength improved significantly after the replacement, but it was almost unable to sell due to the epidemic, and sales declined. It sold 5669 units in March and sold a total of 17326 units from January to March.

In contrast, the performance of other Mazda models is mediocre. The cumulative sales of Class B sedan Atez in the first three months was 6941, accounting for 19% of the total sales of the Tencent CXmur4 was 7165, accounting for 19.7% of the total, and the sales of the CXMur5 was 4787, accounting for 13.2%.

In addition, Changan Mazda CX-8 medium-sized SUV has been on the market for a year, the sales volume is very bleak, the average monthly sales is only more than 100 units, the subsequent production or product update is still uncertain. CX-8 sold 1476 units last year, according to the data. According to media interviews, some Changan Mazda dealers revealed that few of the cars were sold in the store in a year and were on the verge of stopping production.

It can be said that the localization of CX-8 basically exists in name only. Many voices believe that pricing is too high and too confident is the core reason why CX-8 can not be accepted by consumers. The official price range of the domestic CX-8 is 25.88-330800 yuan, with a seven-seat layout and a 2.5L naturally aspirated engine with parameters of 192hp and 252N ·m, matching a six-speed manual self-integrated gearbox, and its pricing position even exceeds that of the benchmark Toyota Hanlanda.

The failure of the flagship model CX-8 to hit the high end will affect the transformation and image improvement of the Mazda brand.

In terms of product updates, Mazda plans to complete the loading and launch of the Skyactiv-X engine of compression ignition technology this year, first applied to the Onksera model, and a new domestic small SUV CX-30.

The CX-30 will be introduced and put into production by Changan Mazda. The length, width and height of the car are 4395/1797/1545mm, the wheelbase is 2653mm, and the positioning is small SUV. In terms of power, the new car is equipped with a 2.0-liter naturally aspirated engine with a maximum power of 158 horsepower (116 kilowatts) and a maximum torque of 200 Nm, matched with a six-block self-contained gearbox.

Mazda has said that "do not regard heroes in terms of sales volume" and will strive to increase sales by continuing to convey Mazda's brand value and product advantages to consumers.

How to achieve recovery in the Chinese market is still a thorny issue for Mazda. The poor market performance of the new products introduced is also a major obstacle to the improvement of Mazda's sales.

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