For Changan Mazda, in the environment of the new energy era, no matter how much it tosses, it still can't get back better sales results.
In the past few months, Mazda has continued to launch new products and downgraded the entire lineup**, but Changan Mazda still has not achieved sales growth. According to the data, in November 2023, Changan Mazda sold 9,360 units, down 27 from 12,864 units in October this year23%。
You must know that in the early days of Changan Mazda's price cuts, Mazda did exchange a part of its market share with the sharp price reductions of many models, for example, the 2023 Mazda Ankesaila, which was launched in July 2023, has a very large discount compared with the old model in terms of price. 1.The official price of the 5L version is only 8From 990,000 yuan, and 2The 0l version is from 9Minimum sale from 990,000 yuan.
At the same time, the Mazda CX-50, which is also the main model of Changan Mazda, has adopted a dislocation competition strategy in order to further expand its market share. 2.The official price of the 0L version has been pulled to the range of 150,000 yuan**, while the 2The 5L version is also fixed at the ** range of 170,000 yuan.
Therefore, what we can see is that in September this year, Changan Mazda's sales exceeded 10,000 units, reaching 10,345 units, and in October this year, Changan Mazda reached the peak of monthly sales, reaching 12,864 units. Subsequently, in November this year, Changan Mazda fell below 10,000 units again.
It can be said that even if Changan Mazda has tried its best, but the market feedback is still sluggish, which also means that after the merger of FAW Mazda and Changan Mazda, and a series of major adjustments to products and brands, such achievements are already the normal level of Changan Mazda, and it is very difficult to achieve sales increase on such a basis.
On the one hand, for the needs of the market and users, Mazda has always adhered to the "self", it is difficult to "keep pace with the times", narrowing the direct distance between Mazda and users, whether it is the pursuit of intelligence and technology by young consumer groups, you can not experience it at all on Mazda's models.
On the other hand, Mazda, which has been deepening its internal combustion engine technology, has been very slow in the process of new energy in the domestic market, and even after the launch of the pure electric version of the CX-30 EV, the Mazda CX-30 EV cannot meet the expectations of mainstream products in terms of product level and consumer demand.
Written at the end of the article
Previously, we have also analyzed that Changan Mazda relies on price reduction to exchange for part of sales, but the way of focusing on price for volume is only a phased improvement, and the behavior of relying on ** to stimulate sales has a very big impact on the brand image. At the same time, in terms of products, Mazda has formed a huge contrast with new forces and independent brands, and in the layout and product planning of new energy models, Mazda's so-called brand value and feelings no longer exist.