The development of Mazda in China can be said to have a lot of twists and turns. If you calculate it carefully, it can be said that it has had 4 joint venture production experiences in China. Let us count the four cooperations in detail, Hainan Mazda , FAW Mazda, Changan Ford Mazda, Changan Mazda !
Hainan Mazda Era 1990~2006 After 27 years
Mazda’s entry into China dates back to 1990. As one of the first car companies to enter China, Mazda actually has a great first-mover advantage. But Mazda found the wrong partner, because the Hainan Automobile Manufacturing Plant is not qualified to produce cars and does not have a license, so the cars it produces can only be sold in Hainan Island . (The license was obtained only after the investment of FAW Cars was introduced later) Moreover, the scale of the Hainan automobile manufacturing plant cannot be compared with Dongfeng , FAW , Changan , etc.
In 1990, Japan's Mazda had been losing money for consecutive years and was in crisis. It was eager to find and develop new profit margins. However, there was an existing automobile factory in Hainan that was suffering from no product production. After contact, the two parties hit it off and prepared to jointly produce Mazda cars. The first model was the Mazda 929 station wagon. In 1991, Hainan Automobile Stamping Parts Factory began trial production of the Mazda 929 station wagon in small batches. In August, Hainan Automobile Manufacturing Plant signed a three-party contract with Japan's Mazda Motor Co., Ltd. and Japan's Itochu Corporation to establish Hainan Mazda Automobile Co., Ltd. Japan holds a total of 25% of the shares, of which Mazda Motors invested a complete set of molds and fixtures for the 929 station wagon.
Mazda 929 station wagon
In 1992, they began to use parts and technology from the Mazda 929 station wagon to start assembling the Haima HMC6470 station wagon. In 1993, it began to assemble and produce the HMC6440, which was derived from Mazda's first-generation MPV. In 1994, it began to produce the older model 323. Although many models were put into production in just a few years, due to the lack of a car production license issued by the state, the production of Cars can only travel within Hainan Province.
HMC6470
FAW acquires Hainan Mazda
Hainan Automobile Manufacturing Plant, which is subject to license restrictions, is unable to sell in the vast mainland market. Its output has never been able to increase, resulting in high product costs. By 1997, Hainan Automobile Manufacturing Plant was on the verge of bankruptcy. edge. In order to obtain the qualifications and necessary funds to produce cars, the Hainan Provincial Government agreed that the factory should be affiliated to a large state-owned automobile company. In November 1997, FAW Group and the Hainan Provincial Government officially signed the "Agreement on the Merger of Hainan Automobile Manufacturing Plant to Form FAW Hainan Automobile Co., Ltd.". The two parties realized asset reorganization through the free transfer of state-owned assets and established FAW Hainan Automobile Co., Ltd., a company 100% owned by FAW Group. As an important production base of FAW Group in South China, the company was officially integrated into the unification of FAW Group and the country. planning.
Introduction to Mazda FAMILIA
In 2002, Haima was put into production of Mazda's mid-level sedan Familia, which is basically a car produced simultaneously with Mazda of Japan.
terminated the cooperation in 2006, turned into Haima Automobile 's own brand, and stopped producing Mazda models.
FAW authorized production model produces Mazda (FAW Mazda). After 18 years from 2003 to 2021,
generation classic Mazda 6
In 2003, FAW Car inherited the technical cooperation between Haima Motors and Mazda and began to produce Mazda 6 sedan through authorized production. . Mazda 6 entered China in 2003 at a "high price" of 265,800 yuan, so the competitor became Audi A4.
老马6
老马6
On March 1, 2005, China FAW Group Co., Ltd. , FAW Car Co., Ltd. , and Japan's Mazda Motor Co., Ltd. jointly funded the establishment of FAW Mazda Automobile Sales Co., Ltd. .
Different from FAW-Volkswagen and FAW Toyota joint ventures that integrate manufacturing companies and sales companies, Mazda's domestic models are authorized to be produced by FAW Car (Changchun), FAW Mazda Auto Sales is only responsible for sales Work. Therefore, the Ma 6 produced that year did not have FAW Mazda written on it, but FAW Sedan. Only the sales company is a joint venture between FAW and Mazda. So strictly speaking, FAW-Mazda brand cars are not joint venture brands, but independent brands. To a certain extent, it is also for this reason that Mazda's quality is unstable. What everyone calls "FAW Mazda" every day has never produced a Mazda. It is just a sales company of FAW cars.
Ma 6 sold 23,000 units in its first year on the market in 2003, 35,000 units in 2004, and achieved good results in 2005 with sales of 55,000 units. And achieved its best results in 2010, with annual sales of 94,000 units. However, as the technology fell behind, sales declined, and production was eventually discontinued in 2016 after the old Mazda 6 was replaced by the new Mazda Atez.
Mazda Atez
In 2014, FAW Mazda introduced the brand new Mazda 6, Mazda Atez. Mazda's "soul-moving" design concept is vividly demonstrated in this car. However, there is always one problem accompanying the car, and that is abnormal noise. As a result, the reputation of , Atez, and collapsed, and sales have always hovered around a few thousand units.
Atez
Atez
A problem that has always been associated with FAW Mazda is that there are extremely few models and poor marketing. The price of the car is also a bit higher among Japanese cars, but the brand has not kept up. This caused problems with his positioning. He positioned himself as a Japanese BMW, but Chinese people regarded him as Japan's Geely Changan, and their brand awareness was not as good as that of the top three Japanese brands, Toyota, Honda, and Nissan. These few cars were even given to Changan Mazda, which made FAW Mazda's life very difficult.
When the only few models were not easy to sell, FAW Mazda had the idea of retreating.
Together with Mazda CX-4
So the merger of "North and South Mazda" was officially announced on August 24, 2021. FAW Mazda finally ushered in the fate of being acquired, and Changan Mazda was changed to a joint venture jointly funded by the three parties. FAW Mazda Auto Sales Co., Ltd. changed its name to Changan Mazda Auto Sales (Changchun) Co., Ltd. and is a subsidiary of Changan Mazda. FAW has also become a shareholder of Changan Mazda, but only holds 5% of the shares.
Changan Ford Mazda Era 2006~2012 A short period of 6 years
Ford Motor Company first acquired 7% of Mazda Motors' shares in 1979 and began to establish a cooperative relationship with Mazda. In 1980, Ford Motor Company increased its investment in Mazda and acquired an additional 20% of Mazda shares. Later, an additional 5.4% of the shares were acquired. As the largest shareholder, Ford owns 32.4% of Mazda. Because of this relationship between the parent company, Mazda models were produced by Changan Ford.
In March 2006, Mazda Automobile Company invested in Changan Ford, and the company was officially renamed "Changan Ford Mazda Automobile Co., Ltd." ( Changan Ford Mazda Automobile ). The shareholding ratio of the three parties is: Changan 50%, Ford 35%, and Mazda 15%.
The first car Mazda 3 was introduced to China for production. Although FAW Mazda has the overall sales rights of Mazda, and the Mazda 3 produced by Changan Ford is facing the separation of production and sales, the National Development and Reform Commission, the Ministry of Commerce and the State Administration of Commerce still approved the . In February 2006, Changan Automobile , Ford and Mazda jointly Announced that Changan Ford has officially put into production the Mazda 3, which will be sold through FAW Mazda Sales Company.
Mazda3
The farce began. In April 2006, Changan Ford suddenly stopped the production of Mazda3 and demanded the right to sell it. In fact, this farce cannot be avoided.According to regulations: To obtain domestic sales rights, a car sales company must obtain authorization from the manufacturer, not the brand owner. In other words, if FAW Mazda wants to obtain the sales rights of Mazda3, it must be authorized by Changan Ford. Furthermore, the separation of production and sales actually has many disadvantages for both parties. Consumers are not fully protected, and it is difficult for both manufacturers to coordinate pricing. As a manufacturer, Changan Ford hopes for a higher wholesale price, but the seller FAW Mazda demands a lower price. This in itself is an inherent contradiction. It was expected that Changan Ford would betray the company in the end.
Mazda3 stopped production for 8 months, and finally came to the final decision in April 2007. Changan Ford obtained the sales rights of Mazda3. As compensation, FAW Mazda obtained the import rights of the Mazda3 hatchback.
In 2009, Ford withdrew from Mazda's shareholders, causing subsequent turmoil.
I thought everything would be calm, but I didn't expect that Ford would later push Mazda to the point of starting over. In 2009, Ford sold its 20% stake in Mazda, which was taken over by Mazda and its partner companies. A year later, Ford reduced its shareholding ratio to 3.5%, relinquishing its status as the largest shareholder.
After Mazda "gains freedom", it has planned to withdraw from the three-party joint venture of Changan Ford Mazda and reorganize a new joint venture with Changan. Because strictly speaking, Mazda did not have a real joint venture in China at that time. The joint venture with FAW was just a sales company to reach a technical cooperation relationship. The main benefit of a joint venture is that the joint venture company can cooperate in all aspects of procurement, logistics, production, etc., and the foreign partners can fully obtain the profits of the business chain. Therefore, Changan Automobile has become an important part of Mazda's opening up a new world.
Changan Ford Mazda2
2012 Changan Ford Mazda officially split
2012 11 On March 30, Changan Automobile Co., Ltd., Ford Motor Company and Mazda Motor Corporation jointly issued the "Joint Statement on the Existence, Separation and Reorganization of Changan Ford Mazda Automobile Co., Ltd." (hereinafter referred to as the "Joint Statement"), announcing that Changan Ford Mazda has officially completed the "Family separation". The newly established company "Changan Mazda" in Nanjing is funded by Changan Automobile and Mazda in a 50:50 ratio. It will undertake all Mazda-related businesses of Changan Ford Mazda, including the development, manufacturing, sales and service of the Mazda brand. It is worth mentioning that "Changan Mazda", which is an independent company, is also the latest automobile joint venture in China.
Changan Mazda (2012~present) has finally become a standard Sino-Japanese joint venture enterprise
On August 24, 2012, with the approval of National Development and Reform Commission , Changan Mazda Automobile Co., Ltd. became an independent company. A modern joint venture automobile enterprise with legal personality.
In 2014, Mazda Angkesela, the main model, is launched. Angkesela has been the mainstay of Changan Mazda since its launch, and it is the main sales model.
Angkesela
Angkersaila
It is now mid-August 2022, almost a full year since the merger of North and South Mazda last year. Whether the original merger brought about the effect of 1+1>2 depends on the sales data. According to the sales data of car companies in July 2022 released by the Passenger Car Association, Changan Mazda's sales in July were 7,111 units, ranking 38th among car companies, a decrease of 28.9% from 10,005 units in July last year. It is worth noting that this is Mazda’s 16th consecutive month of negative growth.
Looking at the entire sales volume from January to July 2022, the sales volume of 62,853 units also decreased by 10.6% compared to the 70,335 units in the same period last year. In the year after the merger of North and South Mazda, in addition to some integration and sorting out of offline channels, the current product lines are still the same. The several facelift models launched are just patchwork on the basis of the original models. There is no New models and new strategies. By model, there are only 5 models currently on sale. The original FAW Mazda Atez and CX-4 have been discontinued.
Among them, only two cars have exceeded 1,000 units, 4751 units of Xila, CX-5 1390 units. The other three cars are terrible, CX-30 only 829 units, CX-8 only 117 units, oil-to-electric There are only 24 units of the CX-30.
From the July 2022 sales of understand the car emperor , we can see that the rankings of the five models have all dropped, among which the Angkesela fell by 41 places, and the CX-8 fell by 44 places! The current trend is very ignored by Mazda.
New energy models, Mazda is extremely perfunctory. The CX-30 EV can be said to use its strength to explain what "oil-to-electricity" means, and its purpose is also obvious. If it were not restricted by the domestic double points curse, it is estimated that Mazda would not be interested in new energy at all, at least for now. There is not even a single hybrid model.
CX-30 EV
However, it is understood that at the Guangzhou Auto Show in November this year, Changan Mazda will bring their latest models and also release a new product strategy. Let us wait and see whether Changan Mazda is building momentum!
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