AutoBeta(AutoBeta.net)06/04 Report--

Mazda sales in China have declined for 13 consecutive months! Mazda China officially released May sales data today, with sales of 17,385 units in the month, down 29% from the same period last year, including FAW Mazda sales of 6,158 units and Changan Mazda sales of 11,227 units.

As always, Mazda believes that it is related to the overall downturn in new car sales in China and continues to adhere to the strategy of "value marketing". Mazda China Chairman Nobuhiko Watanabe said: "China's auto market continues to be depressed, Mazda's sales situation is still facing challenges. Together with our two partners in China, we will continue to adhere to value management and continue to convey the advantages of Mazda brand and products to consumers through brand enhancement activities. Mazda plans to launch a new generation of products equipped with next-generation technology in the Chinese market this year and expects good sales performance."

1-5 Mazda sales fell to 86,771 units in monthly statistics, down 31.4% from 126,530 units in the same period last year.

The continuous decline in sales in China has led to the same challenges for major brand manufacturers, Mazda is no exception. But Mazda's market decline of nearly 32 per cent, by contrast, has far outpaced the overall market decline. In addition, compared with Toyota and Honda, both Japanese brands, Toyota and Honda have achieved continuous sales growth in China.

Products are a big problem existing in Mazda at present. The main models are all in the last generation of products, and the introduction of new products and technologies is not active enough, which becomes the main reason for Mazda sales decline. Products can not keep up, no matter how good "value marketing" is empty talk.

Not long ago, Mazda China Public Relations Minister Yan Xinglong reiterated Mazda's China strategy in an interview: not to judge heroes by sales volume, let alone reduce prices.

"We accept the objective fact that sales have fallen, but Mazda will not change its established strategy (value sales) because of the decline in sales, let alone take price reduction measures," Yan said.

In fact, the Chinese market to market share on heroes, the larger the sales volume, the greater the right to speak, it is not easy to be overwhelmed by the transient market environment, and Yan Xinglong does not think so,"not to sales volume on heroes is always our argument, Mazda now or focus on brand, service and other aspects of power, no matter whether sales decline, Mazda's overall strategy will not change, the second half of the year through the launch of new products, sales should be improved."

Some analysts said that the Chinese market is now in a volatile situation, and price wars cannot be ignored. Mazda persistence is a good thing, but stubbornness is a bad thing, if the product price is not grounded, whether it can survive the winter is still full of uncertainty.

Another industry insider said, admire Mazda this kind of persistence spirit, but the question is whether to insist on what is correct, is it to insist on Mazda feel right or adhere to the market, consumer needs? The two may not be unified.

Many netizens believe that Mazda's insistence may have embarked on the road of "Suzuki losing China". What do you think of Mazda's persistence and sales decline?

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