Stimulated by the shortage of chips, even the Original Japanese cars with market potential have also shown a great decline, and in the first 11 months of this year, only Toyota's sales have achieved a certain year-on-year increase, and the rest of Honda Nissan has declined. According to the manufacturer's performance report, the brand's sales in November were 14,754 vehicles, down 21.22% year-on-year, and the total sales in China in 2021 were 169363, compared with 191737 in the same period last year.
Specific to the data in November, The Axela sold 9031 vehicles, which is the brand's current sales as a model, and the CX-5 is second, but its sales volume is only 2277 vehicles, which is very different from the first place Onxella in the data, ranking third is the CX-30, the sales volume is 1458 vehicles, the cumulative sales of these three models is 12766 vehicles, it seems that the remaining sales are basically CX-4 and Artez these two models.
Although "small and beautiful" is the pursuit, not pleasing all customers is the purpose that the brand has always upheld, and even before that, Mazda had said that it would move closer to the second-tier luxury brands. But in the face of the gradual loss of market share, Mazda cannot remain indifferent. Compared with its U.S. market, although it has also declined for three consecutive months, its excellent performance in the early stage has made its cumulative sales of 313,000 vehicles in 11 months this year, almost twice that of the Chinese market, and the huge gap makes people feel deeply sad.
This year Mazda has announced the merger plan of "Long Horse" and "One Horse", after the merger, it can better optimize and utilize resources and funds, according to Mazda's newly set "441 channel system", the manufacturer's future 400 4S stores to achieve an annual sales target of 400,000, but the current situation is that even 200,000 vehicles are difficult to achieve, and it is difficult to complete the doubling. Although it may still be in the midst of this transformation, sales are not so easy to come up.
On the other hand, the reality that has to be considered is that Mazda's reputation in China is not as good as before, and a series of quality problems have also cast a shadow on the brand. Artez and CX-4 Axela have all been in the top 10 of the car quality network complaint list on the issue of abnormal sound, and it is not easy to re-establish trust among consumers, which may be a relatively long process.
At the same time, there is not much progress in the promotion of electrification, Mazda in the domestic layout of pure electric models only CX-30EV, the positioning of small SUVs, the highest endurance of 450 kilometers, the top of the configuration of 201,800 yuan, endurance and pricing is not too competitive, the higher level of BYD Song PLUS new energy comprehensive competitiveness is not only stronger than CX-30EV, the price is more affordable.
In recent years, there are not a few brands forced to leave in China, we hope that Mazda will not follow in this footstep, indeed there are still a number of loyal fans in China, and this premise is: quality control, product competitiveness, price and other aspects of sincerity, must be in place.