Recently, I think everyone is very interested in the CX-60 released by Mazda on the six-cylinder longitudinal rear-drive platform. The product rolled off the production line at its Yamaguchi prefecture plant in Japan on March 11 this year and was sold in Japan and Europe. The new car launches three models (one of which is a PHEV) with a price range of about 364,000 to 398,000 yuan.
In terms of configuration, although the CX-60 has many luxurious elements, Mazda is still a fledgling novice in the creation of luxury. Not because the configuration is not high enough, not good enough, but in the moment, other brands have done quite well.
Of course, a rear-drive platform can already capture the hearts of many "horse fans", and I am looking forward to how the Mazda rear-drive medium and large SUVs will be controlled, including myself.
In everyone's eyes, Mazda has always insisted on itself and paid attention to manipulation, but it has always been a bit unsatisfactory in China's localization development and marketing. It is also for this reason that the Chinese market is becoming more and more niche. Helpless, the ideal is the ideal, the reality is the reality.
Does the brand make money from the majority of consumers, or does it soothe the dreams of a small number of people? You can stick with it, but the market will give the answer.
Can you be recognized by taking the luxury brand route?
Many domestic consumers are very excited to hear this news, and many media are also rushing to report it. From my point of view, start to walk the rear-drive platform (the next generation of Mazda 6 is also a rear-drive configuration), can some people think that Mazda is going to take the luxury brand route, can it succeed? This takes time to precipitate, and it takes the market to give an answer.
When Mazda's latest MX-5 was listed, the domestic media was also hyped up, making Mazda China think that the personalized consumer market was coming, and a big flower could bloom in the domestic niche market. Mazda China has stepped on a pit.
Associated with the very hot Korean high-end brand in 2021 - Genisesy, it was so multimedia at the time, but the market sales were really dismal, and the sales of a single model were about double or triple digits recently.
Is there a problem with the product design of Geniseis? I don't feel like it. Are they not configured high enough? Nor is it, and even some of the details are more attentive. Once you step into the range of more than 300,000 yuan, up to the range of 500,000 yuan, consumers are not only considering the problem of configuration. Not to mention that above this range there is also the "BBA" playing the lead, followed by a solid second line of defense such as Lexus, Volvo, Jaguar Land Rover and Cadillac.
TA feel that they are not enough to eat, other brands want to penetrate, it is really difficult, right?
Therefore, Mazda's luxury road, in addition to excellent products, word of mouth, cultural tone must keep up, at least in the Chinese mainland market is like this. This is precisely what Mazda Headquarters is not very good at, and it is not easy for Mazda China to distinguish it from the second culture of Mazda Headquarters.
For the Chinese market, does the CX-60 have any weaknesses?
In addition, I watched the CX-60 foreign media experience video, the rear space is too small, a grown man's knee space, even inferior to the back of a domestic A-class sedan, this is a hard injury, if introduced into the country will also encounter the same problem as the relevant models of Genises (G70).
If the CX-60 were to enter the Chinese market, would it make an extended version? Whether there is a right to strength is not to say, whether it is willing to redevelop for a market that is not very good, and it is impossible to confirm the status of future earnings, it is difficult to say.
At the same time, we also got the news that Mazda did not officially introduce the CX-60 into China in a domestic or imported way, so the dream of buying the CX-60 for about 350,000 yuan could not be realized for the time being.
If you want to buy, you can only import cars in parallel, according to this state, then the domestic sales price is at least 400,000-500,000 yuan or so, which is destined to be a small part of the "horse powder" fanatics toys.
Finally, for Mazda, a brand that insists on its own dreams, it is natural to expect to have a place in China, even if it only has a sales space of about 300,000 yuan a year, it can make manufacturers live relatively moist, and consumers can enjoy pre-sales and after-sales services.
Perhaps a CX-60 is not enough, if you add the latest rear-drive Mazda 6 to introduce together, and then make a little hard work, do some localization of the Chinese market, the future is not without the possibility of success.