Fall, fall, fall, this is the main theme of Changan Mazda in recent years.
Looking at Mazda's sales in various regions around the world in fiscal 2023, Japan sold 160,000 units, down 3% year-on-year; North America sold 514,000 units, up 26% year-on-year; Europe sold 180,000 units, up 13% year-on-year; Other markets sold 289,000 units, down 2% year-on-year.
It may seem like a good thing, but in terms of the Chinese market alone, Mazda's sales have declined very significantly. According to the data, Mazda's annual cumulative sales in 2023 will be 88,662 units, compared with the cumulative sales of 104032 units in 2022, a month-on-month decrease of 14.77%. At its peak, Mazda's annual sales exceeded 300,000, although it could not be compared with first-line brands, but at least there was no worry about survival. Mazda's current situation in China in recent years is embarrassing.
However, from January to April this year, Changan Mazda's terminal retail sales achieved a year-on-year growth of 75.6%, Changan Mazda's sales in April were 6,051 units, a year-on-year increase of 51.96%, and Changan Mazda's cumulative sales from January to April were 25,347 units, compared with last year, Changma's sales have increased significantly.
Speaking of which, it is not that the Chinese people suddenly recognize the Mazda brand, nor is it because Mazda has launched any competitive products and models, but in the final analysis, it is still a two-word price reduction.
Changan Mazda previously opened a price reduction promotion mode. Among them, the starting price of the Mazda3 Ankesaila has dropped to 89,900 yuan, while the 2.0-liter version starts at 99,900 yuan. Mazda's other model, the CX-5, is priced from 125,800 yuan, which is really fragrant compared to the price of mainstream joint venture brands.
It can also be seen from the sales list that the two models after the price reduction contributed most of Mazda's sales, and the newly launched Mazda CX50 also achieved sales of 974 units, while the sales of Mazda's remaining models were too dismal.
Changan Mazda models on sale include CX-8, CX-5, CX-4, CX-30, CX-50 and Artez, Angkesaila, etc., these models, in the era of fuel vehicles, in fact, there are still some fans, although Mazda models generally have poor sound insulation, small space problems, but excellent appearance, excellent driving experience, outstanding safety, maverick brand style, or attracted a lot of fans.
However, in the face of new energy models, Mazda's biggest advantage, that is, the driving experience, has been lost, compared with the electrified powertrain, Mazda's set of SKYACTIV powertrain, no matter how well tuned, there is no motor silky, so Mazda's sales decline seems to be a reasonable thing, Changan Mazda also brought a heavyweight model at this year's Beijing Auto Show - EZ-6, providing pure electric and extended range power two versions, among them, The extended-range version is equipped with a 1.5-liter range extender with a maximum power of 70 kilowatts and a peak motor of 160 kilowatts, while the pure electric model is equipped with a motor with a maximum power of 190 kilowatts and is equipped with a lithium iron phosphate battery, which is expected to be officially launched in the second half of this year as the successor to the Mazda 6. The most important thing is the price, in such an involuted new energy market, the pricing of the EZ-6 must have surprises, and the success or failure of Mazda can be said to be in one fell swoop.
Mazda has made it clear that it will invest about 1.5 trillion yen by 2030 to cope with the electrification transition in order to expand the production of electric vehicles, which will include research and manufacturing, Mazda's electrification transformation is a little late, but I hope that this time Mazda is really determined to transform, and must not hold its own identity and twist and twist, otherwise, Mazda really has no chance in the Chinese market.