AutoBeta(AutoBeta.net)05/18 Report--

Mazda, which specializes in rotor engines, has once again become the focus of attention in the industry after Mazda announced a collapse in profits in fiscal year 2018. Mazda's net profit for fiscal 2018 fell as much as 43% to 63.48 billion yen (3.93 billion yuan), according to the financial report.

The United States and China are Mazda's first and second largest markets in the world, but Mazda's sales in these regions were low in fiscal 2018. In the Chinese market, sales of Mazda fell 12% in 2018 compared with the same period last year, but the decline continued to extend to 2019, with cumulative sales of 69385 units from January to April this year, down 32% from the same period last year, and sales fell for 12 months in a row.

How should Mazda deal with the "falling" Chinese market? Some media interviewed Yan Xinglong, Mazda's minister of public relations in China, who said that Mazda's overall strategy will not change and will not be regarded as a hero in terms of sales volume, let alone a price reduction.

Many consumers are attracted by Mazda because of its persistence and uniqueness, but it has never been able to become a mainstream car brand, but also because of its persistence and uniqueness. Sales have fallen for 12 months in a row, and many consumers think Mazda should cut prices to save itself, or it will be abandoned by the market. Yan Xinglong said: "We accept the objective fact of declining sales, but Mazda will not change its established strategy (value sales) because of the decline in sales, let alone take price reduction measures."

In fact, the Chinese market regards heroes in terms of market share. The greater the sales volume, the greater the voice, so that it is not easy to be overwhelmed by the transient market environment, while Yan Xinglong does not think so. "it is always our argument not to talk about heroes in terms of sales. Mazda is still focusing on brands, services, etc., regardless of whether sales decline or not, Mazda's overall strategy will not change, through the launch of new products in the second half of the year. Sales should improve. "

It can be seen that the sales confusion has not once again affected Mazda's development strategy in the Chinese market. Earlier, the chairman of Mazda (China) Enterprise Management Co., Ltd., Yukihiko Watanabe, has made similar remarks, insisting on value marketing and continuing to promote values such as "blue sky technology" and "integration of man and horse" to consumers without a price war; in addition, through the launch of a new generation of products in the second half of the year, so as to steadily restore sales.

Mazda has suffered a series of failures in the Chinese market, which is related to the declining market environment. From January to April this year, passenger car sales in China fell 11.9% from a year earlier, the 11th consecutive month of decline, and new car sales are depressed. By contrast, Mazda fell by 32% from January to April, much faster than the overall market. Compared with the Japanese brands Toyota and Honda, Toyota and Honda have achieved continuous sales growth in China.

Products are also a major problem in Mazda at present, the main models are in the last generation of products, and the introduction is not strong enough, the introduction of technology is not active enough, which has become the main reason for the decline in sales of Mazda.

It is expected that in the fourth quarter, a new generation of domestic Mazda 3 will be officially launched, but at present, Mazda has not introduced a new generation of technology at the same time. In fact, Yukihiko Watanabe also made it clear that the new generation of domestic Mazda 3 uses "next-generation" technology.

According to the information declared by the Ministry of Industry and Information Technology, the new generation of domestic Mazda 3 is basically the same as the overseas version in appearance, and its power remains the same. it continues to carry 1.5L and 2.0L naturally aspirated engines with a maximum power of 117 horsepower and 158 horsepower respectively.

The length, width and height of the new Mazda 3 are 4662/1797/1445mm, and the wheelbase is 2726mm. Compared with the current Mazda 3 Axela Onksera, the length, width and wheelbase of the new Mazda 3 are increased by 80mm, 2mm and 26mm, respectively. At the same time, the new car will be equipped with tyres of 205 amp 60 R16 and 215 amp 45 R18.

In addition, it is possible to use the new car name of "Mazda 3" and cancel the name of the Anksera model.

Some analysts said that the current situation in the Chinese market is changeable, and the price war can not be ignored. Mazda persistence is a good thing, but stubbornness is a bad thing, if the product price is not approachable, whether it can survive the cold winter is full of uncertainties.

Some people in the industry said that they admire Mazda's spirit of persistence, but the question is whether what Mazda insists on is correct, whether it insists on what Mazda thinks is right, or what is suitable for the market and what consumers need. The two may not be unified.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat