王晓玲接任执行副总裁，长安马自达亟待重拾“灵魂”
Jing Ji Guan Cha Wang·2025-11-18 09:29

Core Insights - Changan Mazda has appointed Wang Xiaoling as the new Executive Vice President, succeeding Deng Zhitao, to accelerate the development and launch of new energy products in China [2] - The company aims to establish itself as a global research, production, and export base for Mazda's new energy vehicles, addressing the challenges posed by declining sales due to electrification impacts [2][3] Company Strategy - Wang Xiaoling will focus on enhancing the differentiation of Mazda's new energy brand in the Chinese market, which has seen a significant sales drop from 132,400 units in 2021 to 75,700 units in 2024, a cumulative decline of over 42% [2] - Changan Mazda's EZ-6 and EZ-60 models are based on Changan's EPA platform, with the EZ-6 being a rebranded version of the Deep Blue SL03, raising concerns about the brand's technological independence [3][4] Market Performance - In October 2023, Mazda's sales in China reached 11,376 units, a month-on-month increase of 52%, with the EZ-60 and EZ-6 contributing 4,565 and 2,312 units, respectively [2] - The initial pricing strategy for the EZ-6 faced challenges, leading to a price reduction of 20,000 yuan to maintain market competitiveness [3] Design and Branding - The new models, EZ-6 and EZ-60, have faced criticism for not adhering to Mazda's "soul of motion" design philosophy, with some industry experts noting similarities to other brands [4] - The company has outlined a three-phase electrification strategy, with the second phase focusing on launching pure electric models between 2025 and 2027, and the third phase aiming for battery production from 2028 to 2030 [4] Investment and Future Outlook - Changan Mazda plans to invest over 10 billion yuan in the new energy sector, emphasizing independent research and development of core technologies and upgrading its Nanjing factory for smart manufacturing [4] - The strategic success in the coming years will depend on balancing brand heritage with market demands, a challenge that Wang Xiaoling will need to address [5]