In the face of supply chain pressure such as chips, we have conducted many field visits for many mainstream car brands to track their performance in the terminal. Although Mazda can only be regarded as a "second-tier" joint venture brand in China, its reputation and topicality in the market make it have its own place. At the end of last year, we once visited the merged Changan Mazda for nearly 3 months. So how is the current terminal performance of Changan Mazda, we may wish to find out again.
Two "top beams and pillars", Xiao Gui Cao followed
Last time we chose a dealer who originally changed FAW Mazda to join the Changan Mazda channel, and this time we changed the object of the store to a Changan Mazda 4S store with a large store size that is quite old in the local area and even in the region. As can be seen from the decoration of the exterior wall, the new design style of Changan Mazda adopted by the store, compared with the current integration and combing of the manufacturer's dealers, the store's store upgrade work has been completed as early as several years ago.
We visited the store in the afternoon on a closed day, and there were about 4-5 batches of customers in the store, plus 1 batch of test drives. In the exhibition hall, there are seven exhibition cars, two Mazda CX-30s, two Mazda3 Axelas, and a new Mazda CX-5, a Mazda CX-4 and a Mazda Artez. We took the new Mazda CX-5, which recently opened for pre-sale, as an entry point and found that the model was actually in the "on sale" state in the store. Not only that, the new car has been given a discount, and the sales are also unabashedly introduced, and the model is not much changed compared to the 2021 model.
In terms of preferential margins, the new Mazda CX-5 has been significantly tightened. In the last visit to the store, the 2021 Mazda CX-5 could quote a discount of 25,000 yuan at that time, while the new model currently gives a cash discount of 20,000 yuan. However, although the direct discount has been reduced, the replacement subsidy has been greatly increased. At present, the store can give replacement subsidies ranging from 4000-8000 yuan to the replacement purchase of the new Mazda CX-5. And whether it is a Mazda brand model replacement or not, it can be enjoyed. As for the difference in the amount of subsidies, it mainly depends on the replacement in the store, or the replacement of other channels. But in any case, the comprehensive calculation, the landing of the new Mazda CX-5, at least in the case of replacement, should be similar to the 2021 model.
Compared with the Mazda CX-5, the terminal performance of the brand-headed Huadan Mazda 3 OnkSela is more stable. At the end of last year, the Mazda 3 Axela terminal discount was only about 6,000-8,000 yuan, and the result of this visit to the store, the cash discount was still only reported at 8,000 yuan. This can be regarded as a clear stream for the same level of 10,000-20,000 yuan or even higher discounts. Even, the Mazda 3 Axela has a higher degree of attention, or its high-end 2.0L version. There is a 1.5-liter "special car" in the store, and even the salesman has less confidence when introducing the 2.0L model when introducing it.
As for the source of the car, whether it is the Mazda CX-5 or the Mazda 3 Axela, the store said that the main sales model can guarantee the existing car. Although the last time Mazda said that the store car source adopted the "order system", in fact, the operation is not much different from the sales of the main sales model, but it uses a time difference. As for the situation of this store, it may still be affected by the seniority of the store and the tilt of the manufacturer's policy, so the store can be more generous in the vehicle source quota. However, the "order system" of unpopular models is still no suspense, and the unpopular car pick-up cycle of about 1 month is also the industry practice.
In addition to the original sales pillars of these two Changan Mazda models, the store also placed the Mazda CX-4 and the Mazda Artez. Not only are these two models "inherited" from FAW Mazda, but even the current product inventory is also there. It is understood that at present, mazda CX-4 has no new car rationing, which belongs to the state of selling one less. As for Mazda Artez, the manufacturer still has inventory to book, and after thoroughly digesting the inventory, it is not surprising that Changan Mazda will launch its own Mazda Artez model. Compared to a visit to another store at the end of last year, the store may have shared more CX-4 and Artez inventory clearance tasks due to seniority and size. The price concession of Artez has not changed much, and the store has given a cash concession of 20,000 yuan, which is slightly more than the 18,000 yuan given by the last store at the end of last year.
Not to mention the luxury brand, can the CX-50 come next year?
Mazda shouted a development target of 400,000 units in the country last year, and this year further strengthened the brand's vision of transforming into a luxury brand on a global scale. But in any case, the current product line alone, even the previous sales target, may be difficult to achieve. However, Mazda's helpers are coming soon, except for the Mazda Artez introduced earlier that it is possible to usher in the official Changan Mazda manufacturing after the inventory is cleared. According to the staff in the store, the Mazda CX-50 is likely to be domestically produced next year (2023). The model has been listed in the North American market, because it still uses a front-drive platform, so if the introduction of domestic technology is not too difficult. In terms of positioning and price, it will certainly be slightly higher than the Mazda CX-5 currently on sale.
Correspondingly, whether the Mazda CX-60 built with a new rear-drive platform can be domestically produced is not too clear for the time being. After all, the new platform means that the introduction of the difficulty increases, if the introduction can be smooth, do not rule out the future use of the rear-drive platform of the new car, has been larger size suvs can be introduced into the country. At that time, I am afraid that it will be the time for Mazda to start a comprehensive transformation of luxury brands in the global mainstream market. However, judging only by the Mazda CX-60, the starting price after its introduction into China may exceed 300,000 yuan. It can only be said that the rice should be eaten bite by bite, starting with the CX-50, whether it is for Mazda or the domestic market, it is a wiser choice.
Write at the end:
After summarizing, you will find that in fact, Mazda's shop is very easy, because the price and the situation of the car source are basically not fluctuating. In addition, the current brand's product line is still relatively short, and the part inherited by Changan Mazda after the merger has not been fully digested and absorbed. However, I personally speculate that if objective supply chain and other factors do not make a comeback, then Mazda should be able to bring some refreshing status in China in the second half of this year. A good state should also promote Mazda to accelerate the introduction of overseas high-quality new models into the domestic market.