What will Mazda do in China market?

If you want to ask, are there any cars with high value, good handling and good quality in the automobile market? Maybe many people will think of Mazda first. Undeniably, as a Japanese brand with profound connotations, Mazda does have a group of loyal fans in China. In their view, Mazda has fashionable design, high fuel economy, excellent control and reliable quality. People who don't buy don't know the goods. But in reality, the sales of this Japanese car company are getting worse every day.

According to the latest data in April, Mazda only sold 3,982 new cars that month; During the period of1-April, its cumulative sales volume dropped to 17882 units, down 59.86% year-on-year. Undoubtedly, this data is totally inconsistent with Mazda's reputation in China. After all, the sales of large car companies in four months are not as good as a model of Toyota and Honda. Who doesn't say that Mazda, which is not a good seat, is miserable?

You know, for car companies, the average annual sales of 6,543,800 vehicles is the break-even line. If it is less than 6.5438 million units, the difficulty of survival can be imagined. Back to Mazda, it barely supported 6.5438 million vehicles last year, but by 2023, Mazda is still declining all the way. If this trend continues, Mazda's sales this year may be only about 50,000 vehicles.

In fact, Mazda still knows that it can't sell cars. Therefore, in February this year, it was also reported that the internal price of employees was 6.4 fold, which was more about clearing inventory than welfare. However, such a big change would definitely damage the brand value of car companies.

But this is not the most difficult, because Mazda will stop production of CX-8, CX-4 and Artz in the future, so I won't say much about the first two cars. After all, the popularity in China is not too high, but Artz, known as the "Japanese BMW", is no longer in service, which is somewhat shocking. Anyone who knows Artz knows that this car is a classic model of Mazda. With its beautiful face value and excellent handling, it is absolutely brilliant, but it can't keep up with the market development and the times. The end of production suspension is inevitable.

We can't deny that Mazda is a powerful car company, its thrilling face value is a must in the car industry, and its handling performance and blue sky technology are "models in the car", which is also an important reason why Mazda has always had a good reputation. Then why is Mazda still in this situation? This is mainly because the car market is geared to the general public, and fans will only support your beliefs, but it is hard to say whether it can be translated into real car sales. After all, buying a Mazda costs at least100000, which is not small.

At the same time, Mazda, which never takes cost performance as the first implementation route, will naturally weaken its competitiveness. Because at any stage, the inevitable factor that causes sales fluctuation is whether the price is directly attractive. Simply put, it is expensive. Why should I buy you? Mazda's model is not so good as to be irreplaceable. In addition to being expensive, small space is also a frequent problem, and the interior can't please young people at all. In addition, the brand influence is not as good as the "top three Japanese companies", which also makes Mazda appear more niche in the highly competitive market.

In addition, Mazda's electrification development is very slow at the moment when new energy is popular. Even at this year's Shanghai Auto Show, it brought a new car CX-50, but it was only the first to pre-sell the fuel version, and the hybrid version of the real car will have to wait for some time. It is worth noting that the CX-50 line has also received a lot of complaints on the fuel version, such as flat suspension, weak chicken power, old interior, no four-wheel drive and high price. It is no exaggeration to send a cool song to Mazda.

Mazda executives once said that as long as 2% people in the world like Mazda, it is enough. Now, this seems like a joke, because if the market share is getting smaller and smaller, whether Mazda can survive in the future is a problem. From the peak of annual sales of 300,000 vehicles to the present situation, Mazda is also to blame.