AutoBeta(AutoBeta.net)05/07 Report--

Mazda's sales have fallen for 12 months in a row! Mazda announced that it sold 17000 units in China in April, down 31.2 per cent from a year earlier. The cumulative sales from January to April were 69385, down 32 per cent from a year earlier. Mazda believes that China's auto market is still in the doldrums, and Mazda's April sales are not optimistic.

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.

The main selling models are all owned by Changan Mazda, so Changan Mazda sold a total of 43324 units from January to April, much higher than FAW Mazda's 26061.

Mazda China Chairman Yukihiko Watanabe said, "while the market will remain depressed in the short term, Mazda will strive to increase sales by continuing to convey Mazda brand value and product advantages to consumers. At the same time, we look forward to the good performance of the new generation of products planned to be launched in the Chinese market this year. "

I believe we all know a lot about the news about Mazda, and we should also complain about it. Mazda is a company driven by technology, and its persistence is admirable, but in the highly competitive Chinese market, Mazda's persistence is destined not to be recognized by most consumers, and sales are the most intuitive result.

So far this year, Mazda China has announced two executive appointments. On February 14, Mr. Chuan Shangren, head of China Market support Department of Mazda Automobile Co., Ltd., officially became vice president and general manager of Changan Mazda sales branch, responsible for sales, marketing and service areas. On May 5, Changan Mazda announced that Mr. Hideaki Tanaka officially stepped down from the post of President of Changan Mazda Automobile Co., Ltd., and was replaced by Mr. Nakajima. Mr. Nakajima is the Minister of Global Commodity Marketing of Mazda and Vice President of North American companies.

Under the management of the new leadership, Changan Mazda is expected to bring a new market strategy to deal with the declining Chinese market.

Earlier, Mazda has made it clear that the two major channels will not merge, but will adhere to value marketing, not a price war.

Yasuhiko Watanabe, chairman of Mazda China, said that Mazda has two main specific measures to boost 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 a 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.

Price is probably the most sensitive issue for Mazda. For example, the purchase price offered by FAW Mazda to FAW internal employees, some models only have a price reduction of 3000 yuan, and the selected color has to be increased by 2000 yuan, and the employee price is not as much as the dealer terminal price discount. In addition, the CX-8, which sells for as much as 25.80-330800 yuan, has disappointed many potential Mazda consumers, with only 502 CX-8 sold in the first three months of this year.

Again, problems such as niche brands, non-mainstream products and hard prices have become the main reasons for consumers to give up buying Mazda. When sales continue to decline, Mazda needs to quickly iterate over its models and introduce a new generation of products and technologies to improve product power. For the problem of rising prices caused by improving the brand image, Mazda will lose more potential consumer groups.

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