AutoBeta(AutoBeta.net)04/20 Report--

Mazda, whose sales are plummeting, brought a concept car and a SKYACTIV-X compression ignition engine at the Shanghai auto show, without the expected new generation of Mazda 3 and Mazda 6 models. How to deal with the declining sales of Mazda without new products? Seihiko Watanabe, executive director of Mazda and chairman of Mazda China, said that sales would be boosted by the launch of a new generation of products such as the MAZDA3, while insisting on value sales and would not take measures to reduce prices or fight a price war.

Mazda, with strong terminal prices, has long been controversial, and its sales in China have fallen for 11 months in a row.

In 2018, Mazda's sales fell 12% from 2017. In Mazda's report on Chinese market sales in March 2019, it fell 22.8 per cent year-on-year to 18078 vehicles, with cumulative sales of 52466 units from January to March, down 32.3 per cent from January to March 2017. Statistics show that Mazda's sales in China have fallen for 11 months in a row.

At a time when sales are falling, Mazda needs to introduce new cars to strengthen competition in the market, and according to officials, this year Mazda will only launch a new generation of MAZDA3 models, the domestic Oncella.

During the auto show, I was asked, "Mazda sales continue to decline, what measures will be taken to increase sales?" Will you consider a substantial price reduction to increase sales? " Chairman Akuhiko Watanabe responded to the question as follows:

Yukihiko Watanabe: first of all, there is the issue of sales. Mazda's annual sales in China reached 300000 in 2017, an all-time high. But by 2018, due to a decline in China's overall car market, Mazda's annual sales in China were 270000 vehicles. Mazda must restore its previous sales in order to get close to the sales targets we have set in the past.

There are two main specific measures to increase sales: one is to meet consumer demand and boost sales in the second half of this year through the launch of a new generation of products such as the new generation of MAZDA3. Second, Mazda will continue to adhere to "value sales", fully reflect the product advantages of each Mazda car, and let consumers sincerely identify with, accept and buy the brand and car-building concept, so as to solidly increase sales.

Interestingly, the online evaluation of Mazda is not bad, but the actual situation is the "you buy I recommend, really buy I will not buy" type, not many consumers really recognize the brand and pay for it, from the sales point of view is very clear.

Not fighting a price war and insisting on value sales is one of the reasons why Mazda failed to enter the mainstream market, and it is also one of the measures that Mazda can maintain its brand image. In fact, Fu Yuanhong, executive vice president of Changan Mazda, said earlier that Mazda is gradually upgrading its brand and transforming into a second-tier luxury brand. On the one hand, the improvement of product power is recognized by the market. On the other hand, it is the result of enterprises' insistence on value marketing.

Today, Mazda needs to iterate quickly on the model, introduce a new generation of products and technology, and improve the strength of the product.

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