AutoBeta(AutoBeta.net)08/04 Report--

After suffering sales difficulties in China, Mazda finally stopped falling in June, thanks to a price cut to clear inventory of the No. 5 model, bringing June sales to nearly 20,000. However, the short-term "illusion" in the car market cannot be maintained for a long time. After the results came out in July, Mazda continued to decline.

Data show that Mazda sold 17051 new cars in China in July, down 17.2 per cent from a year earlier to 123396 from January to July, down 25.9 per cent from a year earlier.

Compared with the decline in the first half of the year, Mazda sales have recovered since June, and the cumulative decline has also shown a downward trend. Yasuhiko Watanabe, chairman of Mazda China, said: "in the first half of the year, the overall performance of the Chinese auto market was low, which coincided with the alternating cycle of products, resulting in very serious sales of the Mazda brand. However, in the second half of the year, Mazda will further strengthen its product strength, brand strength and overall sales strength by launching 'next generation' models equipped with a new generation of technology, and make use of the good momentum of the pick-up in sales in June. strive to maintain a sustained increase in sales. "

In terms of model sales, the Onksera is still the main selling model of Mazda, with sales reaching 7272 in July, accounting for 42.6% of Mazda's total sales in that month, with cumulative sales of 53497 in the first seven months. The new domestic Mazda 3 will be launched in September.

The Class B Atez sold 3844 cars in July, compared with 21722 from January to July. In addition, FAW Mazda released the new Atez in July, and the new car will be officially launched in late August.

For the other two SUV models, the CX-5 sold 3016 vehicles in July, compared with a cumulative sales of 21922 vehicles from January to July. CX-4 sales in July were 2695, compared with a cumulative sales of 24449 from January to July.

Mazda's current market position is very awkward, sales have been unable to go up, product replacement is slow, technology introduction is not active enough, and it is true that Mazda lags behind its competitors, while the advantages and disadvantages of Mazda models are also prominent. many users are called "partial students". However, the answer given by Mazda is that "heroes are not judged by sales."

In fact, the decline in sales in the Chinese market has brought great losses to Mazda. According to Mazda's results for the first quarter of 2019 (April-June), net turnover was 848.9 billion yen (55 billion yuan), down 2.7 percent from a year earlier, while operating profit was 6.952 billion yen (450 million yuan). Down 79% from 32.75 billion yen in the same period last year, mainly due to a big decline in sales in China and Japan. Among them, Mazda's sales in China fell 21.2% in the quarter, the biggest decline in all regions.

From this point of view, Mazda's so-called "hero not based on sales volume" is not valid in the performance report. New products in the second half of the year will play a big role in how Mazda can save falling sales.

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