AutoBeta(AutoBeta.net)04/22 Report--

Recently, a Changan Mazda 4S store put up three posters involving three models: Atez, CX-4 and Onksera. Among them, the official guidance price of Atez, which is 18.98-218800 yuan, is 13.29-153200 yuan after the reduction. The price of CX-4 is reduced by 438-50900 yuan, and the current price is 10.50-118900 yuan. In addition, Onksera offers a large discount range, offering a comprehensive discount of up to 30,000 yuan.

The reason why Atez and CX-4 have such a big price reduction is that the relevant models are clearing inventory, which is currently not large enough to be sold out. It should be noted that the car does not need a local license plate, and the national warranty does not need to worry about the maintenance risks that may be brought about by the subsequent shutdown.

Atz and CX-4 were originally owned by FAW Mazda. In 2022, FAW Mazda was merged into Changan Mazda, and Atz and CX-4 also became its models, but the follow-up Atez and CX-4 may still be produced for FAW cars, because they can continue production even though the relevant materials have not been consumed, and after relevant materials and vehicle models are sold, Atz and CX-4 may face the risk of stopping production.

Retail data show that Changan Mazda sold a total of 13900 vehicles in the first quarter of 2023, including 6840 Unksera, 2658 CX-5, 1413 Atez, 1250 CX-4, 1244 CX-30 and 495 CX-8.

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.

At the 2023 Shanghai International Auto Show, the Changan Mazda CX-50 officially opened its pre-sale, with an advance price of 15.98-212000 yuan. In terms of power, CX-50 provides 2.0L and 2.5L power options in the early stage, 6AT gearbox is equipped in transmission, and hybrid models will be launched in the future. As a compact SUV,CX-50, competitors point directly at Honda CR-V, Toyota RAV4 Rongfang, etc., including CR-V fuel version 17.59-239900 yuan, RAV4 fuel version 17.58-228800 yuan, although the final price of the CX-50 is much lower than the above two models, but sales are not expected to be very high.

On April 16, Mazda China announced for the first time its transformation strategy and goal vision in the electrified era, as well as the establishment of a new cooperation model with Changan Automobile.

According to the plan, the transformation strategy of Mazda's electrified era will be carried out in three steps: from 2022 to 2024, the development oriented to the electrified era will be strengthened; from 2025 to 2027, the development of battery technology will be strengthened and the pure electric models will be first put into the Chinese market; and from 2028 to 2030, pure electric vehicles will be formally introduced to transition to the electrified era.

At the same time, Mazda will also change the research and development model of products in China. In the past, the products of Changan Mazda were developed by Mazda and introduced into the joint venture company for production and sales, while the two new energy models to be launched are jointly developed by Mazda and Changan Automobile, and are developed and produced by Changan Mazda. It is understood that Changan Mazda plans to launch two new energy models developed and produced in China by the end of 2024 and 2025, which will provide both pure electricity and plug-in power.

Nakajima, chairman of Mazda China, said that the two parent companies have invested resources in Changan Mazda, and the headquarters of Mazda has sent core engineers and designers and other development team members to Changan Mazda. Mazda's China R & D center will also participate, and Changan Automobile has also sent a development team in the field of electric and intelligent technology to Changan Mazda.

At present, new products can not be quickly introduced into the domestic market, product updates are lagging behind, and there is no better way to deal with the market. Mazda's situation in China has reached the brink of "life and death". If Mazda can't change the status quo, it will be the next car company to show a "red light" in the Chinese market.

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