AutoBeta(AutoBeta.net)04/01 Report--

On April 1, Mazda China issued a notice on the appointment and removal of the chairman of Enterprise Management Co., Ltd., the executive director of Mazda Automobile Co., Ltd., the chairman of Mazda (China) Enterprise Management Co., Ltd., and the chairman of Mazda (China) Enterprise Management Co., Ltd., will be the executive director of Mazda Automobile Co., Ltd., and the executive president of global sales. Kawamura succeeded Hsuhiko Watanabe as executive director of Mazda Automobile Co., Ltd., China cause, and chairman of Mazda (China) Enterprise Management Co., Ltd.

According to Mazda China, the current chairman of Mazda (China), Yukihiko Watanabe, has held various major positions in China, including the Minister of China cause of Mazda Automobile Co., Ltd., since January 2011. During his tenure, he successfully invested in products equipped with a new generation of Mazda technology, such as "creating Blue Sky" and "Soul Design", establishing a brand value marketing system, improving the product lineup, and so on, which made outstanding contributions to the take-off of Mazda's cause in China.

The new chairman, Xiu Kawamura, has successively held the positions of head of financial planning of Mazda, vice president of finance of Changan Mazda and minister of the cause of China, with rich management experience in the fields of production and sales in China. After taking office, we will continue to improve the brand value marketing system, strengthen the business reform in the sales field, and promote the implementation of Mazda's career strategy in China.

Judging from the 10-year time line of Mr. Watanabe's tenure, Mazda's performance in the domestic market is relatively stable. According to the data, Mazda's sales from 2011 to 2017 were 214800, 187100, 186700, 211000, 235300, 2857 and 3094, respectively. It is not difficult to see that the sales of Mazda in China from 2011 to 2017 are constantly on the way, and exceeded 300000 vehicles for the first time in 2017.

2017 can be said to be the peak of Mazda's sales in China, and then began to decline. Data show that from 2018 to 2020, Mazda sold 272300, 227800 and 214600 vehicles, respectively. It can be seen that by 2020, Mazda's sales have returned to the level of a decade ago, basically the same as in 2011.

Mazda has returned to the sales level of a decade later, but the overall development of the Chinese market is upward, which means that Mazda's share of the domestic market is declining. Of course, compared with marginal joint venture brands, Mazda's ability to maintain stable sales is also a bright spot.

As one of the Japanese brands, Mazda is not as famous as Toyota, Honda and other Japanese brands in the domestic market. At present, Mazda has six models on sale in the Chinese market, including CX-5, CX-8, CX-30 and CX-4 in the SUV camp, and Unksera and Atez in the sedan camp. How the new leader will promote the future development of Mazda, and how to strengthen Mazda's product quality and marketing methods, we will wait and see.

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