AutoBeta(AutoBeta.net)06/12 Report--

With the titles of "Japanese BMW" and "corner overtaking king", Mazda's sales in China have declined for 13 months in a row.

The latest official sales figures from Mazda in China show that cumulative sales in May 2019 were 17385, down 29% from a year earlier, while FAW Mazda sold 6158 and Changan Mazda sold 11227. From January to May, Mazda sold 86771 vehicles, down 31.4% from a year earlier. This is the 13th consecutive month of declining sales of Mazda 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 272322, 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% of its sales target.

In the overall downturn in the market, the prices of joint venture brands and even luxury brands have generally begun to decline, and when competitors of the same level have also reduced their prices by 10,000 to 20,000, Mazda still has a drop of only 2,000 to 3,000 yuan, making consumers "unable to do so."

Earlier, Yan Xinglong, Mazda's minister of public relations in China, reiterated Mazda's China strategy in an interview: "We accept the objective fact of declining sales, but Mazda will not change its established strategy (value sales) because of declining 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. "

However, there is nothing wrong with maintaining brand value, but whether it is too serious to maintain brand value paranoid in the current environment. However, Ma Zhida said that the overall strategy will not change. Will a new generation of products equipped with next-generation technology be launched in the Chinese market at the annual meeting, including pure electric vehicles and plug-in hybrid models for the family?

Maruimoto, chief executive of Mazda, said the company will launch its first electric car in 2020, which will be based on Mazda's own R & D architecture. Mazda is also working with Toyota to develop a new electric vehicle architecture. Mazda plans to launch plug-in hybrid cars in 2021 or 2022.

Mazda's entry into new energy is urgent and all-out, and it is imperative to develop new energy vehicles in China, Mr. Watanabe said. New energy vehicles under development are ready to collaborate with Changan Automobile to develop and launch electric cars into the Chinese market in 2020.

In the next 5 or 10 years, China will still be the largest automobile market in the world. Perhaps Mazda plans to expand sales and look for breakthroughs by launching special models made in China.

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