Speaking of Mazda, the hottest terrier in the fan circle is nothing more than: "You drive Mazda, no wonder you are stuck in traffic." And Mazda officials also seem to be dissatisfied with such comments, after all, the ancestors have had RX-7 such a sacred car, and also won the championship at Le Mans, and now it is said that "the morning and evening rush hours will be stuffed, and the traffic will be stuffed Mazda" Is inevitably a bit undignified.
In response, Jeremy Thomson, CEO of Mazda UK earlier, said: "Mazda aims to transform into a mature luxury brand. "There was support and ridicule for this statement, but today it seems that the amount of ridicule will be greater."
Why laugh at Mazda's dream of luxury? Because it's not good enough.
In fact, Mazda really made a set of 3.0T L6 engines that attacked the high-end market, and has launched CX-50 and CX-60 models equipped with this engine in overseas markets, and according to the original plan, there should be a six-cylinder Ma 6. However, recently, Mazda's head of engineering development, Joachim Kunz, said that because the SUV market is the current main direction of attack, Mazda had to endure the suspension of the six-cylinder Ma 6 plan, and this news came out, which made people inevitably have doubts. As a car company that is not too large, has Mazda encountered difficulties in capital and technology research and development? Why did it get the new car plan that many fans were looking forward to?
In fact, Mazda's personality is known to everyone in the car circle, from the earlier rotor engine to the recent Chuang chi blue sky compression technology, it seems that every innovation about Mazda is incompatible with the mainstream of the times. Is Mazda's naturally aspirated engine powerful? Of course, no one says it's not in terms of fuel economy and power, but what are the advantages compared to turbo engines and hybrids at the same price? Again, this is not obvious. Reflected in the sales volume, this kind of brand with personality but not prominent hard indicators is difficult to enter the mass market, and it is difficult to break through the monthly sales of 10,000 is probably supported by the fan group.
Today, Mazda's transformation of luxury brands again can not be said to be due to its personality genes, but the price of this transformation is that it has not launched a new car for two full years. Many fans looked at it and thought: Ryosuke Takahashi is back! The new Big Post Super has it! With the warmest expectations, the remarks of "buying out" have risen one after another. But the result? Two SUVs that are not released simultaneously in the global market and the six-cylinder horse 6 that fell. It's sad: my fantasy about Ryosuke Takahashi is a joke, the girls I like in high school can't see, the cars I like can't see, and the dream of letting girls ride on my Mazda is even more broken.
For Mazda's courage, I greatly appreciate, constantly breaking through the self is definitely what people with lofty ideals do, but having aspirations does not mean that they can ignore reality, and people with lofty ideals who have ignored reality since ancient times have become dreamers. Mazdaben is not a large body, and for a long time has not been a luxury brand, the company has neither enough strength nor related accumulation, so the success of such a transformation is of course quite difficult.
Honda, Toyota, and Nissan have chosen to create independent brands at their peak, supported by the technology and capital of the parent company, and cultivated new brands with high-quality products to give the brand a heritage. And the final result is also good, Lexus, Acura, Infiniti all have their own market in different countries, among which the best works such as Lexus LS and Acura (Honda) NSX attract many fans, fame and fortune.
In this regard, Mazda should still rely on its own positioning to further expand the market, you are a niche but has a personality of the car company, you can play a good emotional card, on the one hand, do a good job in the marketing of existing products, keep the existing market; on the other hand, gradually expand more popular or high-end models. Two years, only two cars, in the interest of emotions, this is really not a good answer. In the end, I am afraid that I will not end up with a scene of transformation and the defeat of Dongying BMW. We all admire the bravery of Oda Nobunaga, but we don't want Mazda to be a defeated samurai, after all, there is no engine roaring car world, how boring would it be?