A few days ago, Changan Mazda released its sales data for the first quarter of 2024, with a total of 19,296 new cars sold. Among them, 12,939 units were sold in January, and sales in February were cut in half, only 3,956 units, and although sales in March were higher than in February, they were still only 6,013 units.
In the past two years, the price war in the domestic auto market has been very fierce, and many models have been directly lowered by the official, and some of them are not small. Mazda is one of them. For example, the Mazda3 Ankesaila officially made a price adjustment earlier, but from the current point of view, the effect is very average, and there is no increase in sales. Of course, compared to other models of the brand, the Mazda3 Ankesaila is also the mainstay.
From the product point of view, the overall appearance of Mazda's models is fine, they are all relatively fashionable and young, and its appearance has also been recognized by many people. In terms of power, the small-displacement self-priming engine is naturally not as fast as the turbine engine, but it also has a good experience for daily transportation, and at the same time, Mazda's power system stability and reliability are still good, and the handling is also very good.
Of course, many Mazda models sacrifice interior space performance when pursuing design, such as the Mazda3 Ankesaila, Mazda CX-5, etc. After all, most families in China only have a budget for one car, and the car needs to be comprehensive, rather than personal preference.
In addition, in the current domestic automobile market, consumers' recognition of new energy models has increased significantly compared with previous years, and the price of new energy models is also continuing to fall, so consumers will naturally pay more attention to these cars. In addition, new energy vehicles have lower car costs, and at the same time, they can also bring different experiences in terms of driving and intelligence.
In addition to paying attention to the product power of the car product itself, young consumers now have a very high demand for intelligence, technology and other aspects, so it can be said that the car is not just a means of transportation for them, and Mazda's models are lacking in this regard. And for a brand positioned like Mazda, it is inevitable to lose some potential users.
In fact, not only new energy models, many independent brands have also launched a lot of models that are biased towards young consumers in the A-class car market, such as Geely Xingrui, Changan UNI-V, Lynk & Co 03, etc., they are very good in terms of design and power configuration, especially in terms of intelligent configuration, etc., for friends who do not want to buy new energy models, these models are also key considerations.
In addition, in addition to the models of its own brand, many joint venture models have also chosen to reduce prices in order to cope with market changes, such as Toyota, Volkswagen, Honda, etc., compared with these brands, Mazda is much worse in brand power, the so-called "gods fight, mortals suffer" is so.
On the whole, there are not many ways for Mazda to reduce prices, and of course, from the actual effect, such a strategy has not achieved much success. After all, the domestic auto market is still in a scuffle, and those first-line brands are struggling, not to mention a more niche brand like Mazda?