AutoBeta(AutoBeta.net)04/27 Report--

Niche brands, lack of fashion styles and product line shortages have been embarrassment for Mazda in China. As the car market slumped, Mazda's sales fell for the 11th month in March. It turns out that the CX-8 seven-seat SUV, which went public at the end of last year, cannot save Mazda, which is in dire straits.

Speeding up the introduction of new models has become a top priority for Mazda in China, and the new generation of MAZDA3 will be launched this year, which Mazda hopes to meet consumer demand and boost sales in the second half of this year.

On consumer concerns, Mazda Executive Director and Mazda China Chairman Akuhiko Watanabe made such a response.

Mazda has two major sales channels in China. Changan Mazda has sales of four models, of which Onksera, CX-5 and CX-8 are domestic models, while imported small SUV CX-3 is also sold under Changan Mazda, while FAW Mazda has sales of Atez, CX-4 and MX-5 RF.

Due to the layout of the model, the gap between Changan Mazda and FAW Mazda is obvious, and the development is out of balance. Onksera ushered in a new generation this year, the gap between the two channels will be more obvious, and FAW Mazda will not launch a new model and a revamped model until 2020. Many netizens have expressed the hope that the two major channels will be merged.

In response to this problem, in the media interview, Watanabe's attitude is very clear: "FAW Mazda and Changan Mazda two channels will not be merged, Mazda does not have this consideration at present."

Mazda is also a strong self-insistent brand, all brands can not play the rotor engine, so far only Mazda is still insisting on research and development and improvement, the future rotor engine in the hands of Mazda will be launched in the form of hybrid.

With this spirit, even if sales continue to decline, Mazda still chants the slogan "value sales, no price war".

Shibuhiko Watanabe said that Mazda will continue to adhere to "value sales", fully reflecting the product advantages of each Mazda car, and allowing consumers to sincerely identify with, accept and buy the brand and car-building ideas. in order to solidly increase sales.

Insisting on "value marketing" 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. Mazda's move has attracted many loyal fans, but Mazda has lost its appeal to pragmatic consumers.

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.

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