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According to domestic media reports, Mazda officially released its sales figures in China in May 2019, with monthly sales of 17385 units in May, down 29% from the same period last year, including 6158 units from FAW Mazda and 11227 units from Changan Mazda. From January to May, Mazda sold 86771 vehicles, down 31.4 per cent from a year earlier. This is also the 13th consecutive month of decline in Mazda's sales in China.

In 2018, Mazda set an annual sales target of 310000 vehicles. But in the end, its cumulative annual sales for the whole year were only 272300, down 12% from the same period in 2017. Mazda lowered its annual target to 270000 vehicles in 2019, but so far it has achieved only 30 per cent of its sales target.

Yan Xinglong, Minister of Public Relations of Mazda China, said in an interview earlier: "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." Not talking about heroes in terms of sales volume has always been our argument. Mazda is still focusing on brands, services, and so on. 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. "

In the impression of traditional consumers, Mazda has "technology and products, but it is too persistent, not only the introduction of products and technology is not fast enough, but also does not actively cater to the habits of Chinese consumers." more importantly, the price is unexpectedly "firm". The overall sales volume of the automobile market fell in 2019, and the prices of many car brands generally began to decline, while competitors of the same class also cut prices by 10,000 to 20,000, but Mazda still had a drop of only 2,000 to 3,000 yuan, which is not easy for consumers to accept.

In the Mazda home car market, not only does not have the domestic user favorite big space, the product orientation is also too sports, the comfort is insufficient. Although there are two joint ventures, the number of products is not large, the product line is too single, many market segments are still blank, the update iteration is also very slow, and there are not many representative models that can carry sales.

This year, according to Mazda's plan, its Atez and CX-4 models will be revamped, and Onksera will be renamed Mazda3 and replaced. To some extent, the launch of the new model is considered to be the key to turning the Mazda brand around this year, but it will take time to see whether Mazda can get out of the sales predicament.

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