AutoBeta(AutoBeta.net)02/26 Report--

It has always been the sales strategy of the Mazda brand to use "value marketing" instead of "price for quantity", but in February, many sales channels gave news of the price of more than 130000 or 140000 packets of Mazda Atez, which means that Mazda also has to reduce the price to get rid of inventory.

According to car bloggers such as "spoon-feeding victims" and "Junjie not racing", a large number of FAW Mazda Atez cars have been sold at a price of 130000 naked cars and more than 140000 of the license plate price. It is understood that these models are all from the models produced in April-June of 20 years, that is, they are all national six models.

According to FAW Mazda Atez's official guidance price of 175800 yuan, equivalent to a 30% discount for this part of the model, such a discount is very large for a Mazda. After all, the cash compact Changan Mazda Onksera automatic models all sell for 120000 yuan, while Atez is a medium-sized car with more model space, so the price has a good performance-to-price ratio.

At the same time, the price of such a new car is even lower than the current supply of cars in the second-hand market, which does have a big impact on the second-hand car market and the overall market.

So why does this happen to a Mazda brand with "value marketing"? It is understood that this may be related to a series of problems encountered by Mazda Atez last year, including vehicle recalls and abnormal noises.

According to the website of the State Administration of Market Supervision and Administration, Mazda Atez cars were collectively recalled in October last year because of manufacturing defects in the vehicle's low-pressure fuel pump core. this leads to the problem that the vehicle cannot start or the engine stalls while driving. The manufacturer recalled and replaced the improved low-pressure fuel pump core for this purpose. However, the recall is a relatively common measure for automobile manufacturers, and it is not enough to allow vehicles to be sold at a substantial discount.

In addition, we also noticed that Atez had previously broken out the abnormal sound door incident, which was exposed by a large number of continuous complaints from car owners, and the manufacturers had said that they would solve the problem with technology.

Since last year, many car owners have complained online that there are problems such as abnormal noise in the center console and AB column in Atez's new car, which greatly affect the driving experience, so there are also incidents of safeguarding the rights of car owners. Due to the problems related to the car body and vehicle structure, many car owners reported that they could not effectively solve the abnormal noise after going back to the shop for many times. Attez was once ranked high on the monthly complaint list.

I don't know if this is the reason. In November last year, FAW Service Trade, a subsidiary of FAW Group, announced that FAW Mazda Atez had a batch of vehicles to deal with and sold to group employees. This has also made the price of Mazda to the lowest level in history.

Judging from the latest employee purchase price, the whole range of Atez models are basically sold at a discount of less than 30%. The price of the lowest model reaches 139800 yuan, a direct drop of 50, 000 yuan. At the same time, the manufacturer gives away 100% vehicle purchase tax, which is exclusively enjoyed by internal employees, while the vehicle purchase tax is worth 15000 yuan. Taken together, the car is discounted by 6. 8%. As for the highest discount models, the comprehensive discount is up to 6.7%.

However, such a discount can be given because there are some "flaws" in this batch of Atez. It is reported that Atez, which participates in the car purchase discount, is the sixth national standard, but the vehicle inventory time is 5-14 months. At the same time, these vehicles have been repaired in batches, individual projects do not enjoy quality assurance services, and employees are required to sign a 'special vehicle sales agreement' when they purchase.

Perhaps because this batch of trains are also not accepted by employees, gradually flow into the secondary market. According to official Mazda data, Mazda's terminal sales in China totaled 214574 vehicles in 2020, down 5.79% from a year earlier, which means that this year is the third consecutive year of decline in Mazda sales. Among them, the sales of Changan Mazda was 136667, up 0.24% from the same period last year; the cumulative sales of FAW Mazda was 77907, down 14.78% from the same period last year, indicating that FAW Mazda's sales were even worse in 2020.

At present, FAW Mazda officially launched the policy of "full refund and exchange" for Atez. Judging from the posters of the 4S store, consumers who buy the whole range of Atez models can be fully refunded and exchanged before August 31, 2021, including purchase tax and compulsory insurance as long as there are abnormal noise problems. The terminal price system of new cars is still strong, so the Atez inventory vehicles sold in the secondary market will not enjoy the above situation.

In this regard, there is speculation in the industry that FAW Mazda manufacturers will flow a large number of Atez cars into the secondary market, while inventory cars account for a considerable proportion, which means that the brand is trying to dump these cars. However, this kind of behavior is extremely harmful to the market, users and dealers, and it is impossible to make such a decision until it is a last resort, so it is speculated that there is a major problem with the production and marketing operation of FAW Mazda, or there is something wrong with the Atez car that flows into the secondary market.

Overall, such price cuts are indeed strong for Mazda brands, and may be attractive enough for many consumers, but it is also because Mazda has always been a niche brand, coupled with a series of problems encountered last year. As a result, word-of-mouth collapses and the model can only be "traded for quantity".

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