I vaguely remember that at the end of last year, Changan Mazda's Onksela achieved sales results of more than 10,000 yuan for several months, and for this manufacturer who has always adhered to its own technology, it can be recognized in the market, so that I think it has become no longer arrogant, began to adapt to the market, and cater to our consumers.
But in the blink of an eye to this year, the market has undergone great changes, due to the sharp decline in demand, so major manufacturers began to come up with their own weapons to seize the market. We have seen that in the last year, the price has been firm in several major joint venture brands, such as Mercedes-Benz, BMW, Toyota, Honda, etc., models have appeared in the terminal has a lot of preferential margins. It can be seen that major manufacturers are very nervous about sales this year.
However, Mazda, on the other hand, does not seem to have reacted to the fierce competition for terminals, which can be seen from the manufacturer sales list in March this year. In March, Changan Mazda's total sales volume was 8,309 vehicles, and the overall sales volume did not exceed 10,000 units, and it was even overtaken by DPCA.
So, why did Mazda, which had a very good momentum at the end of last year, suddenly fall behind?
The main reason is that this year's market is not good, the sales of major car brands have declined, the market environment is so, as a brand like Mazda, the main personality, the impact will be greater.
However, the market situation is not good, it is a problem in front of all manufacturers, and the response in the later stage is the real test for major manufacturers.
In the case of Mazda's highest-selling Unxella, the model sold more than 10,000 units for several consecutive months last year, for the simple reason that at that time, the Onksella's preferential margin was very advantageous among the same class of models. At the end of last year, the mainstream compact cars in the market, such as Leiling, Corolla, Civic, Sagitar, the preferential range is very general, The Ralink Corolla is about 15,000 yuan, Civic has just been listed without fuel consumption, and sagittarius's discount is about 20,000 yuan.
At that time, the preferential margin of Anksela was about 13,000 yuan, as a model with high appearance and stable system, it could really attract many riders to choose.
However, in March this year, the preferential margins of the above competitors began to increase, such as Leiling and Corolla can be discounted to more than 25,000 yuan, Civic's preferential margin is more than 6,000, and Sagitar's discount is nearly 30,000 yuan. In contrast, at this time, the discount is still 12,000-13,000 yuan. It can be said that the slower market response speed is what Mazda brands lack at present.
The gap period before and after the mid-term redesign of the Mazda CX-5 also played a "return to assist" effect on sales. Judging from the mid-term redesign of the Mazda CX-5, I think it is still very sincere, and the price of most models has been reduced, especially the lowest-equipped models, which have increased a lot of practical configurations, which can be said to be models with late sales.
However, when new cars are listed, the terminal preferential margins are all recycled. Like before, the mazda CX-5 offer is more than 20,000 yuan, and 25,000 in high-discount areas is possible. However, after the new car is redesigned, the preferential margin is reduced to about 13,000 yuan, combined with the decline in the guidance price, it is actually more expensive to buy this car now than before.
And we see that the main competitors of the terminal, such as Rongfang and CR-V, have exceeded the CX-5, so the previous price advantage has disappeared. When the offer will be further enhanced is a real question for the CX-5.
So in the end, Mazda's sales are not high now, the main reason is because of the lack of rapid response to the rapidly changing market, in the major first-line brands desperately to seize the market at the moment, Mazda's unchanged response to changes has become an obstacle to sales.