2019 is over, but winter automobile market still continues. Currently, the auto market has become a downward trend in the face of the general trend, there are more than 70 years the percentage of car brand sales declined year on year, only a small part of the increase can be kept small. It is foreseeable that in 2020, will be the adjustment strategy, winner-take-all, loser out of the year. In this context, naturally some people are happy people worry, for example, we want to talk about this brand – Mazda.
As a Japanese joint venture brands, Mazda in China is a rare direct faction, under the homogenization it rarely maintain their individuality; in the general trend of price change of the city, it stands for value strategies; when opponents have lengthened to please the consumer, it is still obsessed with personality, manipulation. These persist, it gains a strong group of fans, however, the car is not a fragile product, can easily replace more than a product, it needs a long period continues to attract new consumers to maintain profits. As a result, Mazda sales in China, properly due to declined.
According to Mazda announced sales of mid-2019, its full-year 2019 total sales of 22,77 million, an 2018 fell 16.37 percentage. Compared to annual sales target of 270,000, there is a gap of more than 40,000 vehicles, while the sales target has been reduced by 20,000 compared to the original. On the basis of the reduction targets, Mazda final score only 80 percentage expected.
Mazda is not the strength of it? Even if you are not a “pink horse”, I believe that whenever you have some understanding of the car, would not think Mazda is no strength. In contrast, the more people will think, from product perspective, the level of control of Mazda’s really amazing at the same level; technically, no matter who the rotor, or the upcoming compression ignition technology, demonstrated strength in Mazda.
Now Mazda is so applauded, why do not draw a large audience? Actually No, we the other hand, the first two MazdaYear results. 2017, Mazda sales break 300,000 units in China, set a sales target of 290,000 the following year; by 2018, although the downward impact of the automobile market by the second half, but still gives the year 270 000 Mazda sales results. Throughout these two years, we can see the Mazda acceptance in the country is not low.
Since the audience is not small, but also reliable product strength, then why when the next two fields, Nissan and other car prices booming, earn pours occasion, Mazda has shown a significant decline it? Some people might say that this time the: Because you!
FAW Mazda, for example, it has ushered in 2015 from 2008 history worst performance since. In the same year, Guo Dejiang served as vice president of marketing FAW Mazda, he began to emphasize “value marketing” concept. Since then, annual sales of FAW Mazda 2016 92000, 2017 124 000, began to rise year after year, even if there are still 108,000 in annual sales in 2018. Thus, your biggest problem is not the Mazda.
First, a narrow line. Mazda currently in the domestic sale of products in only six models, including four models focused on Changan Mazda, FAW Mazda in 2015 and after the 2016 adjustment, only the product line and CX-4 A Tezi two models. Thus, in the above product selectively, Mazda is far inferior to other brands.
In the case of sufficient funds, most people do not care to buy “expensive”, which is a normal consumption logic, but only if the product must have your value. Mazda total of six products, first in the richness it makes a step back; secondly, on product features, great respect for the people, although in the wake of younger, to control also have higher requirements, but we look other brands is how to do.
First, let’s look at a Japanese brand with two fields and Nissan, the three brands of cars performance space has always been not bad, but perhaps the manipulation, perhaps texture, perhaps the chassis feedback, each have their own obvious shortcomings . And in 2019, Toyota launched the TNGA, make up the short board control; Honda began research of household, Accord, Hao texture shadow and other products is growing; Nissan spend 2.0T variable compression ratio engine, retuned chassis also let the sounds of nature has a new performance.
you can see, each brand in 2019 keynote priority is to make up the short board, and then further extend brand . Mazda other hand, is not a new product launch, the product line is still only 6 models, the lack of choice; no two products complement the short board, leading edge was narrow, the downside is further amplified.
Second, product updates slow. In fact, this is a supplementary question, of course, Mazda has technical background, is also a new technology introduced. But the frustration is different from the two fields and Nissan is so large fortune, “small workshop” Mazda on updating technology is relatively slow. For example, to pave the way for a long time compression ignition technology, the thought would be in the top-4 CX new Ate Zi and this year’s carry, but ultimately only two cars facelift, power systems and did not improve.
Even so, we can also find that, as CX-4, and A Tezi facelift and Mazda 3 replacement, Mazda sales in the second half of 2019 is somewhat elevated. This is from the side that the “value marketing” is correct. But in its class have to make up the short board, the development of the strengths of the occasion, Mazda in order to achieve “a fresh recruit, eat days”, we must overwhelm other similar products with absolute advantage for the job.
Mr. Ryoji Takahashi FAW Mazda said: For Mazda, the lower without sacrificing driving pleasure, pursue the development direction of high-quality products is the evolution of Mazda. From the current development planning point of view, this development is indeed Mazda Roadline. Today has passed a tough 2019, but Matthew has come intensified in 2020, Mazda really should speed up the pace.
Although Mazda sales lacking, but never a lack of sound volume, thanks to its personality and “value” for its win over a large firm fans. And from the younger point of view, the current Mazda is definitely not lost on any one brand, but the young will eventually grow old, a 20-year-old young man bought a car, might change when already married, this time whether he also is so enthusiastic as ever it? And if do not care whether the second vehicle Mazda, it should consider whether the next batch of 20-year-olds “values” mean? In fact, these two layers are reflected Mazda If you want to adhere to the policy value, significantly ahead of the moment can only be truly successful.
(Source network, intrusion deleted)