Although the automobile market has experienced more than two years of cold winter, but for those large companies that have little impact in the world, Germany, Japan, the United States have best-selling brands, and many independent brands have been born in the domestic market. Therefore, there is still a certain gap between the autonomy of the mainland automobile manufacturing industry and these big brands, whether in terms of profitability or sales, the best performance of the three major automobile series is the Japanese car. Toyota is the carrier of the automobile brand industry and the head of the Japanese brand. However, Mazda's performance among Japanese car brands is not satisfactory, and among the four well-known brands, Mazda has the worst sales, but this cannot deny the fact that Mazda's engine technology is strong. But why does everyone say that Mazda is good, but it has the worst sales of Japanese cars? In fact, the reason is simple.
Mazda has a good reputation in China, and seeing that this brand belongs to the minority, it is reasonable to say that sales will not be very bad, but why does it rank at the bottom of the Japanese brand? There are too many reasons, we analyze them one by one, first of all, Mazda's engine performance is very good. The general household sex is not too good, like the Axela, is a very attractive model, the design is also very beautiful, but the rear space of the car is too small, does not meet the definition of family car, many people will give up. Based on family motivation, Mazda is unbought, and Mazda Axela engines are not the best in their class, so the dilemma of being better than the top is making it a minority.
Secondly, Mazda's positioning is relatively vague, and Toyota and Nissan's positioning of the model is clear. They know what models users need, and then make the models they need, they don't work too much on the appearance, they pay more attention to economy, because they meet the needs and tastes of consumers, and the sales of cars are naturally very high. And there is nothing wrong with the quality of the car, Mazda pays great attention to the reputation of the design, and pays more attention to the brand image. But the market he's facing is a family car, and these extra designs are useless, and all the useless things want consumers to pay for, which is simply impossible.
This Mazda lacks market research, puts all its energy on the car, often participates in some engine revolutions, is committed to the development of engines, the investment market is relatively small, can not play a popularity, and finally reduced to a niche brand. Mazda is known for its rotor engines, and while it's very mature, it still takes too much effort. If you focus on marketing, mazda is definitely hot right now, at least in China.
Therefore, Mazda's sales are not good, and they all blame themselves for going the wrong way. Now that Mazda has no funds to participate in research and development, such an unprofitable company will certainly not be able to retain skilled workers, so Mazda should change its development path.