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].

Core Insights - The article highlights the challenges consumers face in the car trade-in process, particularly under the government subsidy program, which is intended to encourage vehicle upgrades but often leads to unexpected costs and dissatisfaction for buyers [1][3][4]. Group 1: Consumer Experiences - Many consumers, like Li Wei, initially perceive the trade-in program as beneficial, with subsidies reducing the cost of new vehicles. However, they later discover that trade-in values for their old cars are often undervalued by dealerships [1][4]. - Zhang's experience illustrates the common practice of dealerships providing inflated initial estimates for trade-ins, only to reduce the final offer significantly due to minor vehicle imperfections [5][7]. - Consumers report that dealerships often fail to honor promised subsidies, leading to frustration when they are informed that subsidy quotas have been exhausted at the time of vehicle pickup [9][10]. Group 2: Industry Practices - The article discusses the prevalence of deceptive practices in the automotive industry, where dealerships may use high initial trade-in quotes to attract customers, only to later reduce the offer through various justifications [10][12]. - The competitive landscape of the automotive market, characterized by rapid new model releases and aggressive pricing strategies, has led to increased pressure on dealerships to clear inventory, often at the expense of consumer trust [10][12][15]. - The financial strain on dealerships is evident, with many operating at negative profit margins, prompting them to prioritize short-term sales over long-term customer relationships [15][16]. Group 3: Recommendations for Consumers - Consumers are advised to be vigilant and request detailed breakdowns of costs and trade-in values to avoid being misled by bundled pricing strategies [18][20]. - Utilizing third-party valuation tools and inspection services can help consumers establish a baseline for their vehicle's worth, reducing the likelihood of being underquoted by dealerships [20][21]. - The article emphasizes the need for greater transparency and accountability from car manufacturers and dealerships to ensure that the trade-in program benefits consumers as intended [22].