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On September 30, Chang 'an Mazda senior personnel changes. Changan Mazda announced that Mr. Wang Hui, Executive Vice President of Changan Mazda Automobile Co., Ltd., will no longer hold the position of Executive Vice President due to job changes. Mr. Deng Zhitao will succeed Wang Hui as Executive Vice President of Changan Mazda Automobile Co., Ltd. It is understood that Deng Zhitao was the former deputy general manager of Chang 'an Auchan Automobile and the general manager of the sales company. During his previous tenure, Chang' an Auchan sold more than 220,000 vehicles in 2021.

Deng Zhitao

According to the data, Chang 'an Mazda Automobile Co., Ltd., formerly Chang' an Ford Mazda Automobile Co., Ltd. Nanjing Company, was established on April 19, 2005 and completed and put into operation on September 24, 2007. It was jointly funded by Chongqing Chang 'an Automobile Co., Ltd., Mazda Automobile Co., Ltd., China First Automobile Co., Ltd. and Mazda (China) Enterprise Management Co., Ltd., holding 47.5%, 46.55%, 5% respectively. 0.95%, Mazda is the only overseas vehicle manufacturing enterprise integrating R & D, manufacturing and sales. On August 24, 2012, approved by the National Development and Reform Commission, Changan Mazda Automobile Co., Ltd. became a modern joint venture automobile enterprise with independent legal personality.

On August 24,2021, Mazda's business in China was significantly adjusted. Chongqing Chang 'an Automobile Co., Ltd., Mazda Automobile Co., Ltd. and China First Automobile Co., Ltd. issued a joint statement on the capital increase project of Chang' an Mazda Automobile Co., Ltd. According to the content,(new) Chang 'an Mazda will be changed to a joint venture jointly funded by the three parties, with Chang' an Automobile, Mazda and FAW holding 47.5%, 47.5% and 5% respectively. On August 30,2021, FAW Mazda withdrew from the Chinese automobile market, and since FAW Mazda withdrew, Mazda mainly relied on Chang 'an Mazda as an automobile enterprise in China's domestic market. Wu Xuxi, executive vice general manager of Changan Mazda Automobile Sales Branch, once said: "The merger of the two joint ventures can fully utilize the brand assets accumulated so far by the relevant parties to promote the long-term and sustainable development of Mazda brand business in the fast-growing and highly competitive Chinese market." However, from the sales data of the first half of this year, Mazda sales in China have not improved significantly after the merger of the two automobile enterprises. Data show that in the first half of this year, Chang 'an Mazda cumulative sales volume is only 58165 vehicles, market share is only 0.62%.

Looking back on Mazda's development in the Chinese market, Mazda, as one of the earliest Japanese brands to enter the Chinese market, had a brief peak. According to the data, Mazda sold 300,000 vehicles in China in 2017, but sales in the following years declined year after year. From 2018 to 2021, Mazda sold 280,000 vehicles, 227,000 vehicles and 184,000 vehicles in China respectively.

Up to now, Mazda products in China include Onksela, Artez, CX-8, CX-5, CX-4, CX-30/CX-30 EV and MX-5 RF models, among which Artez has been discontinued due to FAW Mazda merging into Chang 'an Mazda. Although Mazda has many models at present, only Onksela has optimistic sales volume. Mazda 3 Onksela accounted for 65% of its sales based on 58165 cumulative sales in the first half of the year, but Mazda's growth alone is not realistic, which means Mazda needs to launch more explosive products to boost its growth. Mazda is scheduled to launch five new SUV models between 2022 and 2023, including the CX-50, CX-60, CX-70, CX-80 and CX-90, but officials are not clear whether they will be introduced into the Chinese market.

The latest data show that from January to August this year, Changan Mazda cumulative sales increased 1.56% year-on-year to 76973 vehicles, of which Changan Mazda sales in August was only 5316 vehicles, down 2.57% year-on-year. At present, Mazda market in China is only supported by Chang 'an Mazda, and in the fast-changing Chinese market, Mazda wants to return to the peak track obviously difficult, as for Deng Zhitao after Chang' an Mazda executive vice president can bring new sales performance for Chang 'an Mazda, it is worth investigating.

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