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If you don't buy Mazda, Chinese don't understand cars?

If you don't buy Mazda, Chinese don't understand cars?

Source: Know the car (ID: idongche), know the car and understand you better!

Author: Xiao Yu;Please bring the above information to be regarded as automatic authorization

It is said that black cars are not black Mazda. In the first 10 months of this year, Mazda's cumulative sales in China were only 68,000 units, down 25.7% year-on-year, not even as good as the monthly sales of a car of some brands.

Although everyone doesn't buy it, but it doesn't prevent Mazda from feeling sorry on the Internet, the most common voice is that China's car culture is too superficial, to put it bluntly, it doesn't understand cars, everyone is full of large space, big screens, big sofas, or a few oil per 100 kilometers, and they don't pay attention to the quality of machinery at all, burying Mazda's talent.

If you don't buy Mazda, Chinese don't understand cars?

In the book "The Soul of Mazda Design" published in 2019, there is a sentence - "As long as 2% of the world's consumers recognize Mazda cars, it is enough." This is more or less modest, but Mazda can't even achieve this small goal, in 2022, about 90 million passenger cars were sold worldwide, 2%, or 1.8 million units, while Mazda's global sales last year were only 1.1 million units, a difference of 108,000 miles.

Mazda's four major global bases were sold in the U.S., Japan, Europe, and China, with sales of 290,000 units, 160,000 units, 150,000 units, and 110,000 units, respectively, and a total of 400,000 units sold in all markets. In the United States, which Mazda values most, it can't even rank in the top 10 in sales, and Volkswagen, which is not favored by the United States, is a full 200,000 units ahead of Mazda in sales. Therefore, whether it is from the actual sales volume or from the brand ranking, Mazda is an unpopular brand in the real sense, and there is no such thing as being cold at home and popular abroad.

If you don't buy Mazda, Chinese don't understand cars?

Why doesn't Mazda sell well? Take the Atez that inherited the name of the prince of the curve, for example, it has only a few advantages, handsome, integrated people, and a smooth powertrain; Aside from its appearance, its advantages are relatively difficult to perceive, while its disadvantages are obvious.

If you just compare it from the data level, many people will feel that this car is not competitive. Speaking of handling performance, Malibu XL can rub the Atez on the track, and the price is tens of thousands cheaper than it; if you want to collapse in a straight line, the 380TSI Magotan that is positioned as a business casually blows up the Atez, and the space is still larger than it; to talk about reliability and economy, Toyota and Honda's hybrid systems have long been hungry and thirsty... Therefore, from a rational point of view, it is really difficult to find a reason to place an order, and most of the buyers of Atez are actually out of sensibility, subjective feelings, and need unique tastes to be willing to tolerate these shortcomings.

If you don't buy Mazda, Chinese don't understand cars?

Some people may want to say, doesn't the Atez have a 2.5T in the United States? Yes, but it costs more, and under the same relaxed regulations, rivals can also provide turbocharged engines with larger displacements, and even take out the V6's large displacement self-priming. Mazda's positioning will not change due to these configuration differences.

If you don't buy Mazda, Chinese don't understand cars?

The reason why the car is designed with such obvious advantages and disadvantages is not only because Mazda has a unique pursuit. As a small factory, Mazda can invest limited R&D funds and cover limited areas. If you try to build a car that is very balanced in all aspects, the result can only be inferior to the competition in any way, and it is even less attractive, so Mazda focuses entirely on styling and subjective driving experience, and can create at least two outstanding advantages. In the final analysis, the car is a means of transportation, most people need a balanced bucket car, only a very few people like a car with outstanding advantages and disadvantages, Mazda also understands, so it only needs 2% of people to understand.

If you don't buy Mazda, Chinese don't understand cars?

But what Mazda didn't say was that this model was not sustainable. The root is money. Even if you really get 2% of the customers, the overall scale of profits is still far less than that of large manufacturers, which causes insufficient R&D funds, which will lead to a long technology iteration cycle, and once you bet on the wrong technical route, you will lose everything. Let's take a look at what Mazda has done in the past few years, the Atez has been sold from 2014 to 2022, and the CX-5 has been sold from 2013 to the present, and the core three pieces remain unchanged. Then he took out a few new technologies, butterfly bionic suspension, to put it bluntly, it is still a torsion beam; compression-ignition engine, power and fuel consumption are limited, and because of the need to burn No. 95 oil, the economic advantage is completely wiped out; and Mazda's favorite, the rotary engine, can only be used as a range extender after a long time, it is obvious that the bet is wrong.

If you don't buy Mazda, Chinese don't understand cars?

Old cars have not been updated for a long time, and new technologies are not recognized by the market, which is the key to Mazda's coldness. Of course, this is actually a common problem faced by niche brands, the market size is too small, it is difficult to compete with those giants in research and development, and eventually a vicious circle. After the global economic downturn, people are gradually becoming more rational in buying cars, and pay more attention to cost performance rather than eyesight, and this problem will only become more and more obvious.

Niche brands want to solve this problem, which is nothing more than two ways, directly attached to the giants, using their ready-made technology, and only doing some targeted tuning to create differences, giving the vehicle a unique soul, which can quickly reduce the cost of research and development, and then achieve technological catch-up and expand the product line. The other way is to make up for the loss of sales by increasing the premium of the product, to put it bluntly, to become a luxury brand, according to Mazda's characteristics, it should be on par with the positioning of Alfa Romeo.

The good news is that Mazda is now taking both paths, and the new fist product CX-50 has used Toyota's hybrid system, which can be regarded as making up for the shortcomings of energy consumption and emissions. Mazda's new rear-wheel drive platform and inline six-cylinder large-displacement engine have also been listed abroad, and the market feedback is good, with Mazda's consistent driving pleasure, and the interior and configuration have also been improved, which is half a foot into the threshold of the luxury brand.

If you don't buy Mazda, Chinese don't understand cars?

The question is, does Mazda, which has a Toyota heart in its chest, still have that sense of purity in the heart of a horse fan?

If not, horse fans will have to save money, Mazda's 3.3T six-cylinder engine has a lot of taxes to pay.

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