A few days ago, Mazda (China) released terminal sales of 8,608 units in March, down 54.01% year-on-year; the cumulative terminal volume in the first quarter was 35,853 units, down 28.16% year-on-year, and Mazda's market performance was not optimistic. Entering 2022, Changan Mazda's terminal sales in the first three months were 19198 vehicles, 8047 vehicles and 8608 vehicles, down 6.96%, 23.78% and 54.01% respectively year-on-year, and the embarrassing situation of three consecutive declines was less than 10,000 vehicles for two consecutive months, so that Changan Mazda could not lift its head after "two horses into one".
Relative to the deteriorating terminal sales, Mazda has been climbing all the way in wholesale sales. Among the wholesale sales announced by Changan Automobile, Changan Mazda sold 11,170 units in March, an increase of 0.01% year-on-year; wholesale sales in the first quarter were 41,017 units, an increase of 39.90% year-on-year, corresponding to the weak terminal sales, wholesale sales continued to rise. According to the first quarter data, Changan Mazda's sales in the first three months were 19,888 units, 9,959 units and 11,170 units, an increase of 67.69%, 58.36% and 0.01% respectively.
In terms of terminal sales and wholesale sales, Changan Mazda presents two completely different situations, indicating that Changan Mazda is constantly developing in sales channels, the speed of product distribution exceeds the sales growth rate, and the terminal inventory growth exceeds the sales growth. Public data shows that at present, the number of Changan Mazda 4S stores exceeds 400.
Of course, Changan Mazda sold 35,853 units in the first quarter, even less than the monthly sales of a hot-selling model, but Mazda took a different route, and this data cannot be measured by sales alone. Specifically, the top three sales in March were Onxella, CX-5 and CX-30, with sales of 5055 units, 1227 vehicles and 989 vehicles respectively, all of which declined to varying degrees.
It is worth mentioning that this year's upgraded model CX-5 model, sales in March only 1227, the first quarter cumulative sales of 5837, from the current point of view of the new car to the sales of the contribution is not obvious. With the launch of the new MAZDA CX-5, Changan Mazda has just completed the high-level personnel replacement, and Nakajima has taken over as Kawamura and will continue to lead the implementation of Mazda's strategy. In order to attract the attention and favor of consumers, Mazda must not only increase the progress of new cars, but also improve the attractiveness of new cars, not just "high driving low walk", continuing the old road.