Sales have declined for 4 consecutive months, why is Mazda, which is known as a black technology, no

Fewer and more expensive models are the reason for the decline in Mazda's sales.

Although sales continue to decline, Mazda has also adhered to the principle of not reducing prices. At the end of 2018, Mazda (China) Enterprise Management Chairman Kenyan Watanabe also admitted to reporters: "Mazda is a small company, and compared with other giants such as Toyota and Volkswagen, its capital is not very large.

Therefore, once you get involved in the ** war, it will be difficult to return to normal. FAW Mazda and Changan Mazda will not drive sales growth through price cuts. ”

But soon, Mazda continued to lose market share as other brands began to cut prices** in response to downward pressure in the auto market. The decline in Mazda's sales is actually responsible for the increase in sales of competitors such as Toyota and Honda. You can't argue in this market.

Naturally, there are people arguing. Consumers will only vote with money.

For example, the Mazda Onksera and Honda Civic Mazda ATEZ not only failed to raise the price, but also lowered the ** and did not appear in the newly upgraded Accord and Camry. The CX-4 and CX-5 are facing the lifting of the ban again, and the Honda CR-V and Nissan X-Trail are also powerless to fight back; Not to mention the Mazda CX-8, which has problems with its positioning and does not reach domestic consumers. Mazda has almost no models and does not reduce prices.

Naturally, Mazda can't compete with other brands.

In fact, the time was already late. Mazda, which finally lowered its price, was several times slower than other people's preferential policies, and the intensity of the discount was not as strong as that of other brands. Naturally, Mazda could not compete.

With this kind of preferential measure, do you want to regain lost customers? Mazda is clearly underestimating consumers. With the continuous decline in sales in the automobile market and the deep water period of market competition, it is impossible to attract consumers without real money and **.

It may be that it's a bit high and more than people can afford.

Maybe someone is still operating, or the marketing methods are not very good.

Because Mazda has some problems that people can't accept, so if it's not popular, it won't sell well.

This is probably due to some problems in Mazda's operation.

With the development of science and technology, the domestic automobile consumer market is also constantly changing. In the past few years, German car brands and Japanese car brands have become more popular, but in recent years, a car brand called Mazda has become popular. Judging from the user's experience and evaluation, Mazda's evaluation is very good, but I don't know why its sales just can't go up.

Although Mazda's evaluation is good, in this fiercely competitive automobile consumer market, a company must find its own positioning if it wants to develop, but Mazda obviously did not recruit its own positioning. Judging from the several cars on sale by Mazda now, the model of Mazda car is relatively single, and Mazda focuses his research on the power and operating system of the car, but for ordinary families who buy Mazda, they pay more attention to the overall practicality of the car, and do not pay attention to these power or operating systems. If there are consumers who are looking for power and operating systems, they will not buy Mazda, which shows that Mazda has not found the right consumer group for it.

If the consumer group is vague, then the sales volume will naturally not work. <>

I think one of the important reasons why Mazda's car sales are not going up is that its cars are never discounted, and now various car companies on the market will reduce the price of this car in order to increase the sales of vehicles. But Mazda doesn't care about these, still maintains its original **, this approach is good to sound is principled, to say bad is easy to suffer, because it does not put the customer's consumption needs in mind, all by its own way to go, so no matter how good its quality is, but its ** consumers do not accept, the sales can not go up. Another reason is that the space design of Mazda cars is very small, which makes people very uncomfortable to sit in.

Mazda thinks that as long as the driver is comfortable, it is okay, and it is no wonder that its sales have not increased. <>

From the above reasons, it can be seen that the fundamental reason why Mazda's sales are not up is that it is choosing customers, not meeting the needs of the market, which is the path that Mazda chooses itself.

Because it is a car made in Japan, the price is relatively expensive, it does not look so noble, many people are very patriotic, and now the domestic industry car is also doing very well.

The quality of Mazda cars is better, but it does not focus on consumer groups, does not open the market, and does not do preferential activities on the market, and the acceptance is not high, resulting in low sales.

Because the rear space of Mazda cars is very small, Mazda cars are very expensive, and ordinary people can't accept this, so the sales are not very good.

Because the engine of this car is not particularly good, and the power I feel has some shortcomings. The consumer base can be said to be particularly vague. This car never makes a big profit.

Mazda's cars are said to be good, but the reasons for the poor sales are as follows.

Mazda is the earliest model to come to China, and its brand awareness is also the best in the country, and its sporty attributes have been familiar to consumers.

However, relying on the dynamic driving experience and appearance alone, it is far from meeting the requirements of the Chinese people. For most consumers, the most important function of a private car is transportation, and they want a spacious and comfortable car. However, Mazda's pursuit of sports is extremely persistent, and in order to improve driving comfort, it ignores the real needs of consumers, and the decline in sales is predictable.

Mazda's flagship product is still the L+6 AT 10 years ago, which is at the lower level of the industry in terms of power and fuel consumption.

From the point of view of the product of the model, the overall performance of the main sales models is also poor, and there are very few models of the main sales models, compared with Toyota and Honda, it is really pitiful.

In terms of technology, Japanese cars are now developing in the direction of hybrids, and Mazda lacks hybrid products that are difficult to sell in the entire automobile market.

The Mazda CX-5, which focuses on domestic use, also seriously lags behind rivals such as Tiguan L and Rongfang in terms of space and versatility. The Mazda CX-30, which is positioned as a small SUV, has a price starting at 140,000 yuan, which is higher than that of similar models such as Binzhi.

With such product positioning, the Mazda CX-30 and Mazda CX-5 sold 17,300 and 26,100 units respectively in 2021, while the CX-4 was not released at all, which means that its sales figures are very low. These data show that Mazda's one-year sales have not caught up with the sales of the Haval H6 in one month due to the problematic positioning of its products.

Because this car has a lot of shortcomings, the space of the Mazda vehicle is not very large, the noise reduction processing ability is very poor, the performance is not very good, although it has excellent handling, but it is equipped with an engine, and the appearance is not very cool, so the sales volume will be so poor.

This is due to the fact that the appearance of Mazda vehicles is not particularly good-looking, and the settings of the car are relatively simple, and the safety is not particularly high, so the sales are relatively poor.

The reason why Mazda's car sells so poorly is because its maintenance costs are relatively high, and its fuel consumption is relatively large, and its practicality is not strong.

Mazda is a very interesting brand. It's always maverick and always does what it wants. From disdain to compromise with the market, to follow the trend and move more often.

can think about things that ordinary people dare not think of, and do things that ordinary people can't do, and often find a new way to get to the top. So we can't look at it from a conventional point of view, Mazda's character is not like a manufacturer, it is more appropriate to describe it as a scholar, and it is a complete technical nerd. Mazda, on the other hand, is somewhat uncompromising.

<> many sports models on the market today are moving closer to comfort. BMW, as the giant with the most say in the development of sports cars, did not dare to go against the trend. The 5 Series and 7 Series have strategically abandoned most of their sporty characteristics, but the Japanese BMW is unmoved, and almost none of the models are related to comfort.

No matter how the market changes, he still goes his own way, stubborn to the end, ignores what is going on outside the window, and reads the rotor book wholeheartedly, which is really an old stubborn.

Compared to Honda and Toyota, Mazda is a small company, but its dedication has touched countless people, so Mazda has loyal fans. Rotary engines have always been Mazda's dream. Until now, only Mazda has not given up.

If rotary engines can overcome high fuel consumption and substandard emissions, rotary engines will revolutionize the automotive industry. Or is the discount very small? First, let's take a look at Korean cars at deep discounts**.

For various reasons, Korean cars are no longer popular in China, so they have significantly lowered their cars**, even close to their own brand cars**. They have become direct competitors to their own brand cars, so their sales have not improved, but have become synonymous with cheapness.

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Mazda is a very popular domestic car. Its pricing is determined based on the cost of production and the overall market operation. After the price reduction, the company's profit cannot be guaranteed.

Because selling at a reduced price is not the best option, and Mazda's sales are not very low, and it has not yet reached the point of selling at a reduced price, so the price is not reduced.

This is because Mazda's engine is very powerful, and the gearbox is also very powerful, which has a very big advantage in this regard, and the cost is also very high, so the price is not reduced.

Because of the conscience, the cost is there.

And at this timeManipulation isn't a mainstream selling point！Perhaps many friends wonder why BMW's main handling is high? The reason is very simple, control is just an additional attribute for BMW, the core attribute is BMW's signboard, is the consumer's yearning for the blue sky and white clouds!

Chassis painting, pipeline protection, fully enclosed chassis, reverse flow hood, cavity silencing, light alloy exhaust pipes, etc., these costs are not low. Of course, don't bother with this non-independent rear suspension, the cost of imports is not necessarily cheaper than the domestic independent suspension.

<> the first choice of choosing a Japanese car, Toyota Honda and Nissan, choose good handling, good power and definitely choose European and American systems, resulting in Mazda's status is very embarrassing, no particularly outstanding performance, ** is quite high? So there's a reason why Mazda's sales aren't good. Handling is at least upper-middle.

But it is also undeniable that Mazda's cars cannot enter the TOP5 in sales at all levels, even Mazda6 (Atez), Mazda3 (Nexera), CX-4, CX-5 and CX-8 are all without exception.

The reason why this is the case is mainly because Mazda is a car company with a lot of character, and will not compromise on design in order to cater to the market. Mazda's slogan is Soul of Motion, the engine technology of the master is called SKYACTIV, all cars, including MPV, pursue control as king, the combination of the three, to get a small space of Mazda.

However, when it comes to their own real choice, they may think more about the family level. After all, there are not many families in China who own more than two cars. They may be more concerned about the convenience of home use.

And that's exactly not what Mazda is good at. There is no causal relationship between good control and good sales. Good handling just means that the car is easy to drive, and good sales are a comprehensive performance, not only limited to handling, but also including comfort, space, reliability, fuel consumption, personal aesthetics, car environment and so on.

The reason is very simple, because Mazda is very cost-effective, so people will not buy it.

To put it bluntly, it is the difference between the concept of Chinese people buying cars and the concept of Mazda's car-making, after all, there are not many people who buy cars who understand the car emperor, and they will pay for the three major pieces, similar to Mitsubishi and Suzuki, who have withdrawn from the domestic market.

Mainly because the models it launched are not recognized by everyone, this brand will be relatively low-key. And it doesn't feel classy.

Because Mazda's brand benefits are not high, and the publicity is not in place. There are many people who will choose a car with a good brand.

Driving and tasting a car are two different things, and the focus is not the same, and even some people have driven a car for decades, and the people who drive the car to the top have to get motion sickness, one foot on the accelerator and one foot on the brakes....Do these people have a feel for cars? I can't express it clearly when asked about fuel consumption, let alone the experience of driving the car! Not to mention novices, there are actually a large number of such people who drive for several years.