September and October each year are the traditional peak season for auto market sales, and are called "Golden September and Silver October". According to past rules, the "Golden September and Silver October" is the best opportunity for auto companies to increase their sales, and this time of year is also the "slope-climbing period" for auto companies' sales.
Although there was a premier National Day holiday in early October, some car companies with excellent sales in September were eager to show their just-received results. In addition to the Volvo , Hongqi and other brands that have performed well in recent years, there is also a name that has not appeared for a long time - Mazda.
Recently, Mazda announced its sales results for September this year. It sold a total of 20,627 units in September, a 16.3% increase from 17,729 units in August. Since last year, Mazda has fallen for 13 consecutive months, reaching a slight growth of 1.4% in June this year, and achieved a counterattack in September. Mazda has been hit by a long drought.
In the total sales volume in September, FAW Mazda contributed 9,517 units, while Changan Mazda contributed 11,110 units. From the perspective of specific models, Ankersel contributed the most, with sales of 7824 units, followed by Atez , with sales of 4092 units, while CX-4 and CX-5 sold 5425 units and 3111 units respectively. These four main models achieved sales growth in September.
Mazda, which has fallen in most months in the past year, has been "black" by some media and netizens, achieved a significant increase against the trend in September 2019, which is full of chilling?
The answer may not be complicated, just two words: persist.
As we all know, Mazda is the most unique among the Japanese car companies. No matter the earth is shaking, Mazda is disdainful of "fast food" marketing. It is unswerving of the "craftsmanship spirit" it has been pursuing, disdain to cater to the market, and only stick to itself no matter what.
In the Chinese market, Japanese car brands are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the ones that are the In the wave after wave of official decline, the ability of Lexus to dare to raise prices against the trend is a powerful proof. Of course, if Toyota and Honda are sold well enough, then it is somewhat confusing that Mazda, which is relatively "niche", is still sticking to value marketing.
For example, CX-8, which was launched at the end of last year, is still quite far from the sales of Highlander , but it has never taken the method of exchanging price for volume. In fact, as early as the beginning of its release, Mazda has decided not to play tricks - if another brand changes to a minimum-equipped model starting at 220,000 yuan, even if it is basically not produced and the 4S store does not carry cars, it can at least create an illusion that the CX-8 is priced at a higher price, which can at least attract potential customers to the store. But Mazda did not do that. Although the sales of the CX-8 are sluggish, the terminal discount has been only 10,000 yuan so far.
Of course, this does not mean that Mazda is "a stubborn". The new Mazda 3 Anksela, which was launched at the end of September, was officially priced at 115,000-168,900 yuan, which was directly reduced by 10,000 yuan compared with the pre-sale price of 125,900 yuan to 178,900 yuan. For an A-class sedan, this 10,000 yuan actually reflects Mazda's sincerity, and makes this new car with a sharp appearance more cost-effective than the competitor Civic and even the Sylphy , which has always been known for its cost-effectiveness.
Mazda's persistence is value marketing - it is meaningless to talk about the price without value.
There is an evil spirit in the current auto market that caters to consumers unconditionally.
Consumers like large screens? Car companies are making the central control screen bigger and bigger. Even if the central control screen of some models is so large that it interferes with normal driving, this trend is still getting worse;
Young people like cool lights? There are "horse lanterns" that were only available in counterfeit mobile phones in the car. Even the Mercedes-Benz has installed the A-class with "the cool 'heart-willing air outlet' like a jet aircraft" (original public relations press release); the more exhaust pipes of
, the better? Some models with only 2.0 displacement have to make 4 exhaust pumps that are intimidating...
These are the most "quick" methods in the current car market.But Mazda is not kitsch, and its persistence can be said to be "axis" from a certain perspective.
For example, the wood grain decorative panel on the CX-8 center console and car doors is selected from the African white wood Ayus, which was used to decorate palaces in the Vatican and St. Petersburg. Such a precious material is made by the famous Japanese guitar manufacturer "FUJIGEN". Through the 5-layer paint process, the best balance between durability and the beauty of solid wood is achieved. On a CX-8, the cost of these woods alone is close to RMB 8,000! If it is replaced with a "big screen", you can buy a Sony 60-inch TV for this money!
For example, the central control screen, Mazda insists on going against the whole world. When the whole world is turning the central control screen of the car into an LCD TV, Mazda jumped out and said: We believe that too large a central control screen has a negative impact on driving safety. Mazda believes that it should focus on driving handling rather than relying on driving assistance and convenience functions. After all, cars are vehicles, not digital toys. Therefore, even on the latest Mazda 3 AXX, we still see an 8-inch screen, and Mazda is still trying to make it "small" in its design, with the purpose of not interfering with the driver's visual center of gravity.
For example, Mazda, in response to the risk of being called "suspended suspension", replaced the Mazda 3 Angkesella with a unique SEB suspension. This is a rear suspension that seems to be somewhat similar to a torsion beam. In fact, it has three major features: variable cross-section butterfly wing shape, double-layer structure, and seamless welding technology, which strengthens the constraint effect and vibration filtering ability on the wheels. This set of rear suspension is used. It is precisely because Mazda wants to achieve better handling effects - in fact, this set of suspensions, imported from Japan, is much more expensive than the thickness of several links of "chopsticks" in some brands.
This is exactly Mazda's usual style of dealing with things. He is extremely persistent in his pursuit and dreams, so he even seems a little "inhuman" regardless of costs. Such a stubborn Mazda cannot make consumers fall in love with it? The fact is exactly the opposite. It is precisely because of Mazda's persistence that it has won the favor of many consumers.
BMW is a luxury car company famous for its control, and it is well-known both on the streets and on the track. However, Mazda has the title of "Japanese BMW", which shows Mazda's ability in control. In terms of control, from the same level, Mazda is not afraid of any competitors - almost all those who have tested the Mazda model will be impressed by Mazda's first-class control of "one-season-horse".
persistence and purity are undoubtedly the weight for Mazda to stand out. Most car designs are difficult to get rid of routines. In order to make cars sell more, we have seen more and more "commonities", but "personality" has become scarce. But in Mazda, "personality" is something that bursts out.
This is the fact that Mazda, which is about to celebrate its 100th birthday, is born to satisfy those who love driving! When those who truly love cars begin to gradually move away from those streets, merciless and vulgar street cars, Mazda, which truly possesses the original charm of cars, can truly win the love of consumers!
Of course, with Mazda's recent launch of the new Atez and the new Anksela, it has added some confidence to Mazda. From the perspective of product cycle, CX-5 and CX-4 are likely to be replaced in the next two or three years. At that time, it may be the time for Mazda to truly make a comeback.
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