The sales volume of the new Changan Mazda continues to decline, and Vice President Wang Hui has a long way to go!

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When the new CX-5 debuted, Changan Mazda was full of joy. Vice President Wang Hui personally endorsed the new CX-5, and did not hesitate to praise the new CX-5. In the planning of Changan Mazda, MAZDA3 Onksela has been successful, if there is another SUV to become a hit, then Changan Mazda's "petty bourgeois" life will be stable. Contrary to expectations, after the first quarter of market inspection, the new CX-5 failed to make Changan Mazda satisfactory, and sales were unsatisfactory. As for the annual sales target of 200,000, for Vice President Wang Hui, I am afraid it is becoming more and more difficult to achieve!

According to the data, the cumulative sales volume of Mazda brands in the Chinese market from January to March 2022 was 35,853 units, down 28.2% year-on-year. Among them, the cumulative sales volume in March was 8,608 units, down 54.0% year-on-year. In terms of specific models, the MAZDA3 AXELA 21,347 units were sold from January to March, accounting for 59.5% of the total; the MAZDA CX-5 sold 5,837 units in the first quarter, accounting for 16.3% of the total sales; in addition, the MAZDA CX-30 sold 3,704 units in the first quarter, accounting for 10.3% of the total sales; and the other models combined, accounting for 13.9% of the total sales.

From the above sales data, it is not difficult to find that Changan Mazda still relies heavily on the MAZDA3 AXELA A model, and the mazda CX-5, which has high hopes, has an average monthly sales of less than 2,000 units, and tells Changan Mazda with practical actions that it is still difficult to bear the heavy responsibility.

Some people may say that this year, due to the great environmental impact, sales are declining. But if you look at the sales volume of the parent company Changan Automobile, you will find that this is not the case. According to the statistics of the Association of Automobile Manufacturers, in the sales ranking of all car companies in March 2022, Changan Automobile's sales volume was 133599, surpassing FAW-Volkswagen and ranking first, up 21% over the same period last year. If it is calculated according to the cumulative total, it is only slightly less than FAW-Volkswagen, ranking second.

Compared with the parent company Changan Automobile, which rose sharply year-on-year, the new Changan Mazda after the merger of FAW Mazda fell sharply year-on-year. From this point of view, it is certainly inappropriate to throw all the "pots" with poor sales to the epidemic and other environments. For example, BYD increased by 160.94% year-on-year, GAC Toyota increased by 41% year-on-year, and GAC Honda also increased by 22.27% year-on-year. Since it is not the impact of the general environment, it is its own problem.

In fact, from the bydir automobile with the largest year-on-year growth, it can be seen that the new energy vehicle market is particularly hot this year. After abandoning the fuel vehicle, BYD not only did not suffer, but achieved a higher sales growth. Looking at the new Changan Mazda, it knows that the field of new energy vehicles is important, but it only launched a pure electric model called CX-30EV in 2021. Among them, CX-30EV has launched a total of 3 models, with a price range of 159,800-201,800 yuan after subsidies, and a comprehensive endurance of only 450km.

From the performance point of view, this "oil to electricity" model without the support of pure electric platform is obviously not competitive, not only the price is high, the comprehensive endurance of 450km mo said that compared with the same level of products of GAC Eian, BYD and other car companies, it is not as good as those new car-making forces have sincerity. Weak product strength is also doomed to its lonely fate after all. According to statistics, sales from October 2021 to February 2022 were 12, 19, 43, 104 and 29 respectively. In particular, the data in March was not found, so it will not be released, but the opening rate should not be high.

Changan Mazda new energy folding is still reasonable, but why are fuel vehicles not selling well? The author believes that in addition to the problem of its own product strength, the new Changan Mazda does not seem to be enough in the pattern.

First of all, the MAZDA3 AXELA Axela, compared with the previous easy to break through the 10,000, this year's average monthly sales of about 7,000 units. Why is the gap so large? In fact, any blockbuster model has a life cycle, with the promotion of competitive brands and changes in market consumption habits, it will enter a period of decline. Now, if the MAZDA3 AXELA Doesn't complete the iteration as soon as possible, it will continue to go down or become the norm.

Speaking of the new MAZDA CX-5, although it has been said many times, it is necessary to repeat it. The exterior design is indeed good, the soul design language is dynamic and elegant, but if the beautiful design is too long to see, will it also be aesthetic fatigue? Today, younger Gen Z consumers are a force to be gained, and the new MAZDA CX-5 could have made some changes to cater to them. Unfortunately, if you don't look closely, you won't see the changes. In addition, the intelligent technology configuration advocated by young people, although it is available on the new MAZDA CX-5, is still not as powerful as some domestic models. Coupled with the increased market guidance price of the older model, and the squeeze of many more sincere domestic SUV and pure electric SUV models of the same class, the new MAZDA CX-5 is too difficult to make a difference.

Saying that the new Changan Mazda pattern is not enough is also reflected in the attitude towards Artez and CX-4 after the merger with FAW Mazda. Originally, these two cars can well enrich the product lineup of the new Changan Mazda and help the new Changan Mazda to sell upwards. But the reality is that the contribution of these two cars is minimal. As for the reason, is it because these two cars are from FAW Mazda and are still being sold by FAW Mazda's original dealers? After all, if you don't consider the problem of channels, you really don't understand why the new Changan Mazda does not attach importance to the marketing promotion of these two models. Of course, I would also like to hear the official explanation from the new Changan Mazda.

Last year, under the leadership of Fu Yuanhong, the previous vice president of Changan Mazda, Mazda, Changan Automobile and China FAW invested 47.5%, 47.5% and 5% respectively to establish the new Changan Mazda. Originally thought that the merger of north and south Mazda would form a 1+1>2 situation, but from the sales volume since the merger of the new Changan Mazda, it seems to be different from what was imagined. Since September last year, the new Changan Mazda has shown a large year-on-year decline almost every month. Specifically, Mazda's sales in China in 2021 were 183,900 units, down 14.3% year-on-year.

In order to stop the downward trend, Changan Automobile adopted a substitution strategy, Fu Yuanhong officially stepped down as the executive vice president of Changan Mazda Automobile Co., Ltd., and Wang Hui took over as the executive vice president of Changan Mazda Co., Ltd. In addition, the Japanese side also made personnel adjustments, with Kei Sumioka as the president of the company, and the former president, Toru Nakajima, officially stepped down after 3 years in office.

However, since Wang Hui and Sumioka Kei took office, Mazda China's sales in March still fell sharply, and the situation is not optimistic. According to this trend, if you want to complete the sales target of 200,000 in 2022, I am afraid it will be difficult to ascend to the sky.

Written later

To briefly summarize the problems faced by the new Changan Mazda, there are too few best-selling models, it is difficult to support only a MAZDA3 AXELA Axela, and it is necessary to complete the further rejuvenation upgrade of the car as soon as possible; the new MAZDA CX-5 has not met expectations, whether it can be considered for price for volume; pure electric and hybrid models are missing, and it is necessary to introduce competitive new energy models as soon as possible, otherwise it will perfectly miss the big opportunity of new energy explosion.

Nowadays, Changan Mazda still has a lot of difficulties in completing the annual sales target of 200,000 units, and it is a long way to go for Wang Hui, who is new. In any case, we still want to send the most sincere wishes to the new Changan Mazda, hoping to stop the decline as soon as possible and return to the growth track. I hope that the leaders of the new Chang'an Mazda can see the author's suggestions so that Mazda China can regain its glory as soon as possible.