卖不动的“东瀛宝马”马自达，换帅救火

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][7]. Group 1: Sales Performance - Changan Mazda's sales have plummeted from 132,400 units in 2021 to 75,700 units in 2024, nearly halving [2]. - The downward trend continued into early 2025, with a year-on-year decline of 20.97% in January and February [2]. - In October 2023, Mazda's sales in China reached 11,376 units, a month-on-month increase of 52%, largely driven by the low price of the EZ-60 model [11][12]. Group 2: Market Challenges - The brand has failed to keep pace with the rapid advancement of electric vehicles in China, with competitors like BYD and new entrants dominating the market [5]. - Changan Mazda's product lineup remains heavily focused on traditional fuel vehicles, leading to a disconnect with current consumer preferences for electric and intelligent vehicles [5][6]. - Quality issues have also plagued the brand, with over 270 complaints reported in the past six months, affecting its reputation [6]. Group 3: Leadership and Strategy - Wang Xiaoling's appointment comes at a crucial time, as she is expected to lead the brand's transition towards electrification and differentiate its offerings in the Chinese market [7][10]. - Her background in product planning within the Changan system positions her well to align Mazda's global technology with local market needs [8]. - The brand aims to establish itself as a key player in the electric vehicle segment, with plans to accelerate the development and launch of new energy products [10].