AutoBeta(AutoBeta.net)12/15 Report--

Two and a half years later, Changan Mazda finally introduced a new car. The Changan Mazda CX-50 was unveiled in Hainan on December 15. As another global strategic model of the new generation of Mazda products, CX-50 adopts a new design style and has carried out a number of localized upgrades in response to the demands of users in the Chinese market. It is understood that CX-50 was first released in November 2021 and is based on the front-drive horizontal platform.

In terms of appearance, Mazda CX-50 adopts a brand new family design language, the larger front grille structure remains the same but the shape becomes flatter, and the black grille frame extends to both sides to connect with the headlamp group, forming the integrated design of grille and headlamp. In addition, the cooling grooves on both sides of the front bumper and the silver grille on the front lips make the new car look very strong.

On the side of the body, you can see that the body is very slender, especially the front part, and the black trim panel that extends from the front to the side skirt and then to the rear looks very rugged. Black rearview mirror, chrome-plated roof luggage rack, well-lined window frame, large-size wheels and other designs further enhance the off-road properties of the new car. In the rear part of the car, the round taillight with blackening treatment adopts the same three-dimensional design as MX-30, and the lighting effect will be very recognizable. At the same time, the spoiler extending above the rear of the new car is embedded with a long strip of high brake lights, which is combined with the horizontal lines on the rear door and the double-sided circular exhaust surrounded by the rear, which further strengthens the sports sense of the new car.

In the interior part, Mazda does not pursue the current trend of "big screen and inner roll". The central control screen is still set above the center console that is convenient for drivers to observe, and the instrument is also a combination of liquid crystal and mechanic. however, the new family style makes the car look more hard, three-spoke multi-function steering wheel, through air conditioning vents and other designs take into account both technology and texture.

In terms of power, the overseas version of Mazda CX-50 is equipped with 2.5L naturally aspirated engine and 2.5T in-line four-cylinder turbocharged engine with a maximum power of 187hp / 250hp respectively. The transmission system matches the six-speed manual self-integrated gearbox. It is expected that only 2.5L engine will be provided when introduced into China. Of course, in order to grasp the domestic market, we do not rule out the possibility of launching 2.5T power.

The development process of Mazda in the Chinese market can be described as ups and downs, on and off. Mazda's relationship with the Chinese market began in 1992, when Mazda entered China and partnered with Hainan Automobile to produce Hainan Mazda until the end of the cooperation in 2006. In 2005, FAW Mazda and Changan Mazda were established. It should be noted that FAW Mazda is limited to technical cooperation and automobile sales, and does not have the qualification for vehicle production. FAW Mazda models on sale are all produced by FAW cars. In 2021, FAW Group, Mazda and Changan Automobile launched negotiations and finally merged FAW Mazda into the new Changan Mazda.

A big background for the merger of North and South Mazda is the steady decline in the Chinese market. Mazda sold 1.2875 million vehicles worldwide in 2021, up 3.6 per cent from a year earlier, according to data. But China has become the only declining market for Mazda, with year-on-year sales falling 14.3 per cent to 184000 vehicles. By comparison, Mazda sold 332700 vehicles in the US, up 19.2 per cent from a year earlier, and 189700 in Europe, up 5.3 per cent from a year earlier.

In addition to the fierce competition, Mazda's loss of the Chinese market has something to do with its own strategic layout in China. According to the official website, Changan Mazda is currently selling a total of seven models, but in fact, there are only five models in the showrooms of most 4S stores, such as Oncella, Atez, CX-30, CX-4 and CX- 5. It is understood that Changan Mazda last launched a new car in May 2020, positioning small SUV Changan CX-30 officially listed, the guiding price range of 12.99-171900 yuan. In September 2021, Changan Mazda launched CX-30 EV based on CX-30, with a price range of 159800-201800 yuan after comprehensive subsidy, but because it is an oil-to-electric model, the sales of new cars remain depressed after the launch, and its contribution to the brand is basically negligible.

From the perspective of brand development, the merger of North and South Mazda is conducive to the image unity of the Mazda brand in the Chinese market and long-term development. At the 2021 Guangzhou Auto Show, Wu Xuxi, executive deputy general manager of Changan Mazda Automobile sales Branch, said that the merger of the two companies can make full use of the brand assets accumulated by relevant parties so far. promote the long-term and sustainable development of Mazda brand business in the fast-growing and highly competitive Chinese market.

Although FAW Mazda merged into Changan Mazda, sales not only did not grow, but declined. According to KuaiBao, Changan Automobile reported sales of 97660 vehicles in the first 11 months of 2022, down 22.16% from the same period last year, of which 5719 were sold in November, down 61.03% from the same period last year.

It is widely believed that Mazda has taken an important step in re-expanding its business in the Chinese market after the completion of the merger of North and South Mazda, but now the declining sales in the Chinese market are testing the next step of Mazda's layout. It is understood that Changan Mazda plans to introduce a number of models, in addition to today's release of CX-50, there are larger CX-90.

In fact, the current Japanese car companies in the Chinese market is not easy, except for Mazda, Mitsubishi. In addition to Subaru, Toyota, Honda and Mazda have also encountered development problems in the Chinese market to varying degrees, and the future fate of Mazda has been discussed. At present, Changan Mazda only Anksera can support the store, although it is not marginalized, but to quickly recover the market, Changan Mazda has a long way to go.

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