Recently, Mazda Motors released sales data for 2021, last year Mazda sold a total of 183,000 vehicles, down 14.3% year-on-year, and annual sales fell below 200,000.
Mazda's sales peaked in 2017, with full-year sales up 8.3% year-on-year to 309,407 units, and it was the first time to complete the historical record of 300,000 units sold annually. In just 4 years, it plummeted by 40%.
Among the four Japanese brands, Mazda's sales decline was the largest, with Toyota's cumulative sales reaching 1.944 million units in 2021, an increase of 8.2% year-on-year; Honda's sales in China were basically the same as in 2020, reaching 1.5615 million units, down 4% year-on-year; Nissan's sales in China were 1.3815 million units, down 5.2% year-on-year. Mazda itself is a niche brand, but it can do niche models, but it cannot be marginalized by the market, and Mazda's sales performance proves that Mazda is being marginalized step by step.
In the eyes of many people, Mazda is the most conscientious Japanese car company, passive safety is top, rarely broke the problem of steel strength reduction, no CVT and dual clutch transmission, most of its models are equipped with 6AT, but why does such a Mazda sell well?
1, there are fewer models, and the replacement is slower
Mazda itself has put in a few models in China, two sedans, Ankcera and Artez, and four SUV models, CX30, CX4, CX5, CX8. Since 2016, FAW Mazda has not introduced new models, and the merger of FAW Mazda and Changan Mazda has not saved Mazda's sales. Specifically, the cumulative sales of the Unxella are about 90,700 units, about half of Mazda China's total results, while the CX-5 and CX-30 sales are about 26,100 units and about 17,300 units, respectively.
In Japan, Mazda's mass production models are not many, for such a niche brand, this is difficult to avoid the amount, but the problem is that there has been a lack of fresh blood to join, so that the Mazda brand is not strong market heat, further shrink.
2, the price is high, lack of competitiveness
In the first two years, Mazda made a slogan to be a "secondary luxury brand" between BBA and ordinary brands, but so far, Mazda has not shown the potential to become a luxury brand. Most of Mazda's products are in the embarrassment of applause or not, the reason is due to the high price of the product and the low terminal discount. Although the guidance price of some joint venture brands is also relatively high, such as Volkswagen, its terminal discount is significantly higher, and the actual price is much more expensive than the joint venture car of the same level. In terms of power, configuration, and space, which are the most important aspects of the Chinese people, Mazda's models do not have any advantages, and Mazda's advantages: safety and driving experience, are difficult to feel through a short test drive, which also leads to the fact that Mazda's car owners are basically satisfied with the car, but lack of competitiveness in the market.
3, the design is stubborn, not according to common sense
Cars that sell well in China are basically good at reading the minds of the Chinese people, while Mazda has always liked to be small and beautiful, "not according to common sense" to play cards. Chinese people like large space long wheelbase, other car companies are desperately trying to lengthen, do a variety of extended versions, but Mazda insists on small and beautiful, the rear seating space is almost the smallest in the same level. At a time when other car companies are doing big screens and technological interconnection, Mazda has done the opposite, canceling large screens and retaining more physical buttons. While other car companies are reducing prices for market sales, Mazda is insisting on value marketing and maintaining high terminal prices.
This also leads to people who like Mazda to love madness, love is Mazda's niche and unique, even if it does not buy, but the vast majority of Chinese people when buying a car, it is difficult to convince themselves, accept Mazda's higher price and some stubborn product design.
4. The impact of product quality problems
In the past two years, Artez, CX-4, Unxella have been in the top 10 of the complaint list because of the abnormal sound problem, frankly, compared with other joint venture brands, Mazda's quality problems are not very serious, so many years of abnormal sound problems are considered to be large-scale quality problems, compared to the increase in oil, oil emulsification, engine throttle, transmission death flashing doors, A-pillar doors, stall doors, etc., it is not a thing at all, but Mazda's brand appeal and these brands are far apart, plus Mazda itself is niche, The outbreak of quality problems has exacerbated Mazda's inherently low sales.
5. Electrification transformation is slow
Mazda is a paranoid car brand, which is also the reason why many Mazda fans love it, under the trend of small displacement turbocharging, Mazda chose to adhere to natural suction, in the major car companies are undergoing electrification transformation, Mazda launched a compression engine, want to squeeze out the maximum potential of fuel vehicles, and even want to revive the rotor engine. Mazda in the domestic layout of pure electric models only CX-30EV, small SUV, the highest endurance of 450 kilometers, the top of the configuration of 201,800 yuan, endurance and pricing are lack of competitiveness, in the domestic hybrid model rise of the momentum, Mazda in the internal combustion engine technology and driving experience advantages have been overtaken, because the times have changed, the core of the car power from the engine to the motor, and the motor in terms of efficiency and driving experience, relative to fuel vehicles is almost a dimensionality reduction blow.
Since its inception, Mazda seems to have been moving in the opposite direction of the trend, and this spirit of going against the trend is admirable, but the tide of electrification is so strong that Mazda's continuous decline is even more serious in the current energy revolution. When consumers are faced with products with cheaper prices, lower fuel consumption, better driving experience, higher configuration, and optimized space, how long can the strong feelings be maintained? Mazda has reached a time when it has to change, maybe in this way, Mazda will become a brand that we are completely unfamiliar with, but such a Mazda can continue to live.