Recently, some car companies have successively announced their sales statements for the last month, including Mazda. According to the data, in February, Mazda's total sales of domestic brands were only 8,047 vehicles, down 23.8% year-on-year, and the decline from January was 58%. Although February was affected by the Spring Festival holiday, most of the car companies have seen a month-on-month decline, but the overall situation has improved year-on-year, in the current sales of Japanese car companies, Toyota, Honda, Nissan have achieved positive growth, with the exception of Mazda.
A brand sells only about 8,000 vehicles a month, which is undoubtedly quite dangerous, and Mazda's figure is even a fraction of that of the Toyota brand, which sold a total of 128,500 units in China in February. It seems that the road after the Mazda merger is not so smooth, and now it has created a new low, although the purpose of the merger is to concentrate resources and reduce internal consumption, but now the sales volume does not rise but falls, the effect is not obvious. Can't help but make people wonder, is there still a need for this brand to stay?
Mazda to today's situation is actually understandable, the current brand product matrix is already a rather scarce state, only an Anchor Sera main model support, and its sales in February is even less than 5,000 vehicles, the other CX-5 and CX-30 contribution share is smaller, the rest of the models are almost negligible. The existing products are not powerful, and there is no fresh blood to stimulate the market, and the competitiveness of the entire brand cannot be talked about.
Even in China, Mazda has been regarded as a "technical house" by consumers, and has also gained a lot of die-hard fans. But it is clear that relying solely on the illusory things of feelings cannot make enterprises survive. And to be honest, if you consider from the perspective of Chinese consumers, Mazda's products are actually not very good to cater to their preferences, configuration, space, pricing are all shortcomings.
On the contrary, Honda and Toyota are doing much better in these aspects, and in terms of the speed of product launch, the latter two brands are now quite dumpling-like, quite fast. However, perhaps Mazda has not focused on the country, before the senior leaders of the manufacturer also said that there will be no new products into the market this year, so it is even more difficult to win back a game.
Not only in China, in the global field Mazda's situation is also quite embarrassing, now it is in a critical transition period, in the early years Mazda has already shown to move closer to the second-tier luxury message, is now about to take a key first step, will be the launch of high-end CX-6 CX-70, CX-80, CX-90 and other products. Although there are core technologies such as the after-driving platform and the inline six cylinder as a support, the establishment of high-value luxury brands is not overnight, but a rather long process, and it is unknown whether consumers will buy it.