On March 4, Mazda (China) announced its February 2022 sales results (retail), and terminal sales in February were 8,047 units, down 23.78% year-on-year and 58.08% month-on-month; the cumulative sales of terminals in January and February were 27,245 units, down 12.65% year-on-year. Since March last year, Mazda has fallen for 11 consecutive months, and even after the "two horses in one", it is still unable to get rid of the decline.
It should be known that the merged new Changan Mazda has 7 models including Axela (2021 model), ATENZA Atez (2021 model), CX-30 (2021 model), CX-4 (2021 model), CX-5, CX-8, CX-30 EV, and it is a product spectrum covering the mainstream market from fuel vehicles to new energy, from small to medium and large. Even so, Mazda's monthly sales are not more than 10,000, which is really not described by a "miserable".
At present, Honda Toyota is hitting the million vehicle target, and Mazda is struggling to break the monthly sales. By model, Onksela sold 4,879 units in February, down 7.33% year-on-year, evening out the advantage of January's lead. Since the beginning of this year, as the largest main sales model of Changan Mazda, the Onxella has achieved sales of 16,292 units, achieving a slight increase year-on-year. In addition, Mazda also announced the sales of two models, but both performed mediocrely.
It's hard to be famous. CX-5 sales of 1238 vehicles this month, CX-5 has been tepid since its launch, sales have been hovering around 2000, once climbed to more than 3000 in March this year, and was pulled back to reality again in February, which is really inconsistent with its global phenomenon-level SUV status. However, the new Mazda CX-5 has begun pre-sale, and the price of 179,800 is still not very close to the people. The CX-30 sold only 853 units this month, continuing its niche role.
In February this year, the merged Changan Mazda renewed its brand mission: based on the Chinese market, serving Chinese users, and promoting the Mazda brand into a new era. Based on the Chinese market has become a distinctive feature of the new Changan Mazda, it will integrate Mazda's dealer network in China to create a "441 channel system" in the Chinese market - that is, 400 4S stores carrying 400,000 sales, with a sales capacity of 1,000 units per store, and unified sales and after-sales service standards.
Compared with Changan Mazda's eagerness to integrate after-sales maintenance services, how to boost the new car sales market is more important. In 2021, Mazda released an electrification strategy, deeply cultivated Chuangchi Blue Sky technology, EV architecture arrangements. Based on the product planning of the "Zoom-Zoom Sustainability Declaration 2030" strategy, it is planned to launch five hybrid models, five plug-in hybrid models and three EV models in Japan, China and other markets from 2022 to 2025, and increase the proportion of pure electric vehicle sales to 25% by 2030.
However, when such a plan can be landed will be at stake in Mazda's fate. Many models in the Chinese market are still in 2021, the model replacement is slow and the pricing is high, pure electric vehicle models and hybrid models are absent, and Mazda even if it is a smart woman, it is difficult to cook without rice.