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When it comes to Mazda, Chinese people are not strangers. At that time, only one Mazda 6 established its arrogant position in the Chinese market, and in more than ten years of car market career, it achieved countless good results. Unfortunately, although it is a legendary model, it was discontinued in 2016, ending a 13-year glorious journey in the Chinese market. Looking at the entire history of the Mazda brand in the Chinese car market, the Mazda 6 is perhaps the best portrayal of it. Through the success of the Mazda 6, we can see the arrogance of the Mazda brand; from the delisting of the Mazda 6, we can also see the loneliness of the Mazda brand and the end of FAW Mazda.
Why? Let's take a look at why the Mazda 6 was discontinued and delisted.
In 2016, the Mazda 6 ushered in three generations of sales in the same house. At that time, the young Artez sold about 4,000 units a month, although it was not very good, but it could barely survive. As for the sales of Ruiyi, it can only be described as dismal, and the results of hundreds of vehicles per month are not failed, but unbearable. Looking at the old horse 6, even if it has been sold for more than ten years, there are still almost 2,000 sales. However, although the old Ma 6 is still old and strong, there is an indisputable fact that in the case of frequent price cuts, Mazda 6 has fallen into the price range of the A-class car market, coupled with the backward exterior interior, so that the identity and status of the high-end family car has disappeared.
Therefore, whether it is for the sake of the brand or for the face of FAW Mazda, the withdrawal of Mazda 6 has become inevitable. This is very similar to FAW Mazda. After more than ten years of development, FAW Mazda, which could have soared into the sky, has finally become more and more inactive. Just ask, since the old horse 6 in 2005, FAW Ma has any good products since the Mazda 6 and later atez? The lack of FAW Mazda products is the best portrayal of its lack of enterprising.
Just imagine, if Lao Ma 6 can keep pace with the times and iterate in a timely manner, will it be better than changing the name and surname? After all, Old Ma Liu's feelings still exist. Therefore, from the day lao ma 6 left, it was already doomed to the end of FAW Mazda.
The deceased is gone, the living are like Si, for FAW Mazda, it seems that there is no need to discuss too much, may wish to look at the newborn Changan Mazda. After the reorganization of Mazda, Changan Mazda and FAW Mazda, will the new Changan Mazda carry Mazda's ambitions and ambitions in the Chinese market?
Speaking of which, even the Changan Mazda CX-5 is still reasonable, even if the Axela sells well, but in the author's eyes, the Mazda brand after the Mazda 6 is in the future!
In terms of product lineup, the new Changan Mazda currently on sale includes The Mazda 3 Axela, Artez, CX-30/CX-30 EV, CX-4, CX-5, CX-8 and other models. However, due to the withdrawal of FAW Mazda, the sales of Artez and CX-4, which originally belonged to the sales network of FAW Mazda, can be omitted by rounding. As a result, in the absence of new car introduction and weak performance in the new energy vehicle market, it is Still Onksela and CX-5 that can support Changan Mazda. However, for the once brilliant and very proud Mazda brand, these two cars may eventually be difficult to carry.
According to the data, from September 2021 to February 2022, Mazda China's sales were 16428 vehicles, 15291 vehicles, 14754 vehicles, 14590 vehicles, 19198 vehicles and 8047 vehicles, respectively. Even if the best month is 19,198 units, the sales of the whole brand are not as high as the sales of Toyota and Honda bicycles in Japan. You know, models such as camry and tianlai are particularly easy to break 20,000 in a single month. From this, it is not difficult to find that the new Changan Mazda does not seem to be as strong as imagined, and it has been verified again that 1 + 1 is not necessarily greater than 2.
At this moment, the author is thinking, let Changan Mazda and FAW Mazda merge, does Mazda regret it?
Looking at the previous data, we can find that it is not empty to say that the new Chang'an Mazda is not empty. After all, Mazda achieved an annual sales record of 8.3% year-on-year growth in 2017, with a total sales volume of 309,400 units. However, as Mazda discontinued CX-7, Mazda 6, Mazda 8 and Mazda 6 Rui Wing models in China, Mazda's sales in China continued to decline. From 2018 to 2021, Mazda China's sales were 272,322 units, 24,492 units, 214,574 units and 183,953 units, respectively, a decline of more than 40% in five years. It can be said that the arrogant Mazda has taken a very bad road in the Chinese market in recent years!
Perhaps seeing many problems with the new Changan Mazda, recently, Changan Mazda officially announced that Nakajima officially stepped down as the president of Changan Mazda Automobile Co., Ltd., and Sumioka Kei took over nakajima as the president of Changan Mazda Automobile Co., Ltd. The train runs fast, all thanks to the headband. However, can a change of coach solve the problem? Don't forget, at the beginning of the year, Changan Automobile also adopted a substitution strategy. Fu Yuanhong officially stepped down as executive vice president of Changan Mazda Automobile Co., Ltd., and Was succeeded by Wang Hui as executive vice president of Changan Mazda Co., Ltd.
Judging from the sales data in February, it seems that the substitution has not achieved much good results. Mazda China recently released its latest sales data showing that Mazda's sales in the Chinese market reached 8,047 units in February, down 23.8% year-on-year and 58.1% month-on-month. Cumulatively, sales from January to February were 27,245 units, down 12.7% year-on-year. By model, Onxella is still the pillar of Mazda's sales, with cumulative sales of 16,292 vehicles in January-February this year, accounting for 59.80% of total sales, followed by mazda CX-5 and MAZDA CX-30 sales of 4610 units and 2715 units in the first two months, respectively.
It is not difficult to see how weak the product camp of the new Changan Mazda is, and how strong the dependence on Axela is.
Of course, relying on a single model of walking car industry is not only unreliable, but also too risky. Just imagine, if there is a problem with Axela one day, I am afraid that the sales of the entire Mazda China will be cut off. This is by no means alarmist, just look at the complaint about Unxella on the car quality network. In March alone, there were as many as 18 complaints about Unxella. There are many issues related to transmissions, body accessories and appliances, sales services, and suspension and steering.
Take the Changan Mazda Onksela transmission response to the delay complaint as an example. The rider with the complaint number [717656] complained that the gearbox response was delayed, the low-speed deep throttle delay was large, the problem was not solved through the software, and the gearbox was directly requested to change, and no follow-up guarantee was provided. The lithium battery power display is not clear, compared with the Japanese interface, you need to get closer to see clearly, affecting driving safety. The Yuelian manual clearly indicates that the speed limit reminder service is provided, but there is no function. A small probability of a 360 image will indicate that there is no signal. 5 Tire pressure monitoring is not updated before 8 a.m., and the reply is updated before 2021 (it has not been updated so far). CTS lane keeping feature speed limit is 0-55, 21 models have been upgraded to 0-145, promised to upgrade has not yet been. And require manufacturers to solve the above vehicle problems.
Looking at these problems, it seems that none of them are minor problems. It is worth mentioning that there are also many complaints about the Changan Mazda CX-5.
Traditional fuel vehicles are not good, and the new energy market is also inactive.
On September 26, 2021, Changan Mazda CX-30 EV was officially launched, as a fuel-based version of the fuel-based model of the oil-to-electricity model, the market downturn seems to be doomed. According to the data, sales from October 2021 to February 2022 were 12, 19, 43, 104 and 29 respectively. In other words, with just a few sales, I really don't know if I can earn back the promotion fee for the new car. So, why is Changan Mazda so confused in the face of such an important new energy market?
This can not all be blamed on Chang'an Mazda, to say the reason, and Mazda's eccentricity also has a lot to do with.
On March 9, the Mazda CX-60 was officially released as an SUV model based on a new platform, which will become the first plug-in hybrid model under the Mazda brand and will be sold in Japan and Europe. On November 15, 2021, Mazda officially released the Mazda CX-50, positioning the CX-30 and the CX-70/CX-90 models that will connect the CX-30 with the rear-drive platform. This new product is a new product developed by Mazda specifically for the North American market.
Not only new energy vehicles, but also the layout of traditional fuel vehicles seems to have intentionally or unintentionally avoided the Chinese market. It is reported that Mazda's large-scale SUV portfolio plan to be launched between 2022 and 2023, including four models of CX-60, CX-70, CX-80 and CX-90, still does not mention the Chinese market. According to the plan, the CX-60 will be the first to be launched in Europe and Japan, the CX-70 in North America, the CX-80 in Europe and Japan, and the CX-90 in North America.
Mazda not only does not consider the Chinese market in the world's first model, but also intentionally or unintentionally "omits" the Chinese market for some heavy models in the later period, which not only makes the new Changan Mazda more and more lack of products, but also can see Mazda's attitude towards the global market. It seems that from the moment the new Changan Mazda was established, the status of the Chinese market was already doomed.
Not long ago, Mazda proposed to readjust the brand positioning and gradually transform into a luxury brand. Jeremy Thomson, Mazda's head of UK, said: "Mazda aims to become a true luxury brand car company, so it does not intend to imitate the German high-end brand, but will replace the traditional mainstream luxury car brand. "Perhaps, for Mazda, which aims to enter the mid-to-high-end market, the Chinese market is no longer so important!"
For Changan Mazda's successive bias towards other markets, I don't know how Changan Automobile will feel. In other words, even the Mazda brand side is no longer waiting to see the new Changan Mazda, even if the Chinese side works hard, Wang Hui is excellent, what is the use?
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Feelings are no longer there, products are lacking, the new energy market has done nothing, and the sales of Thexella is also facing many user complaints. I would like to ask the two newly appointed presidents, Sumioka Kei and Wang Hui, how should Mazda and the new Changan Mazda go in China? If Mazda's arrogance is innate, and the withdrawal of FAW Mazda is related to the decline of Mazda 6, what kind of future will the new Changan Mazda after the reorganization? Can the new Changan Mazda's sales target of 200,000 vehicles this year be achieved?
The road is obstructed and long, and the line is coming; the line is not quitting, and the future can be expected. We know that for the new Changan Mazda, there will be twists and turns in the road ahead, but we also hope that Changan Mazda can live up to the expectations of Changan Automobile Group and continue to go on! As for what the future holds, let's wait and see!