Core Viewpoint - The appointment of Wang Xiaoling as the new executive vice president of Changan Mazda signifies a critical turning point for the brand, which is struggling with declining sales and falling behind in electrification efforts [1][6]. Group 1: Sales Performance - Changan Mazda's sales have plummeted from 132,400 units in 2021 to 75,700 units in 2024, nearly halving [1]. - The downward trend continued into early 2025, with a year-on-year decline of 20.97% in January and February [1]. - In February 2025, Changan Mazda sold 2,954 units, a decrease of 29.52% compared to the previous year [2]. Group 2: Market Position and Competition - Changan Mazda has struggled to keep up with the rapid growth of electric vehicles in China, while competitors like BYD and new entrants have aggressively captured market share [3]. - The brand's main models, such as the CX-5 and CX-50, are still primarily recognized as gasoline vehicles, leading to a disconnect with current consumer preferences for electric and smart features [3]. - Changan Mazda faces intense competition in the 100,000 to 200,000 yuan price range from local brands that offer better technology and pricing [3]. Group 3: Brand Perception and Quality Issues - The brand's reputation has suffered due to frequent quality complaints, with over 270 complaints reported in the last six months, primarily concerning cooling and steering system failures [4]. - The once strong brand loyalty is dwindling, as the core customer base becomes increasingly limited [4]. Group 4: Leadership and Strategic Direction - Wang Xiaoling's appointment comes with high expectations to revitalize the brand and address the challenges posed by the previous leadership's commitments to achieve 300,000 units in annual sales by 2027 [6][8]. - Her experience within the Changan system is seen as an advantage in aligning Mazda's global technology with local market needs [6]. - Key tasks for Wang include accelerating the development of new energy products and establishing Changan Mazda as a key player in the global electric vehicle market [8][9]. Group 5: Recent Developments - In October 2023, Mazda's sales in China reached 11,376 units, a 52% month-on-month increase, largely driven by the low-priced EZ-60 model [9]. - The brand must enhance its appeal to Chinese consumers by integrating advanced technology with its traditional driving experience [9].
卖不动的“东瀛宝马”马自达，换帅救火
3 6 Ke·2025-11-20 04:10