Headquarters moved south to complete the trial of Chang Ma Feifei ahead of schedule

Whether it is the shrinking sales of last year or the delayed approval of joint ventures, the gap between this expectation and reality is exactly the true portrayal of Changan Mazda in China.

Chang Juan Mazda Deputy Director of Marketing Department Li Juan said in an interview with reporters recently that Changan Mazda has moved its headquarters to Nanjing, Beijing Changan Mazda Division has been canceled, leaving only Beijing North District sales and after-sales service two departments. Li Juan has repeatedly stressed that for the relocation of the headquarters to Nanjing, besides preparing for separate joint venture qualifications for Changan Mazda, it is more to bring the headquarters' functions closer to the front line and maintain the linkage of all parts.

However, the strategic suspension of Changan Mazda’s independence from Chang’an, Ford, and Mazda’s three-way joint venture and Chang’an’s start-up has recently cast a shadow over the prospects of the new joint venture.

It is understood that the joint venture company that has not been approved has affected the new car introduction plan of Changan Mazda. Prior to this, the dealers had begun preparations for the upcoming domestic Mazda CX-5 sales, but the joint venture company has not been approved, the dealers have been worried about whether they can catch up with the sales season.

A relevant person in charge of the Changan Automobile disclosed that the delay in the joint venture between Changan and Mazda undoubtedly affected the speed of Mazda's independent joint venture. However, Mazda's own models are not rich. If the new car slows down, it will affect Changan Mazda's sales plan in China.

Mazda (China) announced 2011 operating data shows that Mazda sales in 2011 far below its expected goal. Mazda (China) Chairman and Chief Executive Officer Yamada Akio has confidently stated that sales will exceed 280,000 units in 2011. However, in 2011, Mazda sold a total of 21.48 million vehicles in China, a year-on-year reduction of only 76% of its sales target. The declining sales of Mazda are largely due to the poor performance of Changan Mazda, which was highly hoped for. Its sales volume dropped by 15% year-on-year, far higher than the 8% drop of FAW Mazda.

As early as last year, Mazda began to gradually shift its investment focus to Changan Mazda, which not only increased the launch of models, but also put imported car channels into Changan Mazda, forming a balance with FAW Mazda.

According to the plan, Mazda set a goal of sales of 400,000 vehicles by the two joint ventures in 2015, which means that Mazda will maintain a growth rate of more than 30% annually for the next three years.

However, the reality is always far from the dream. According to Mazda’s plan, sales in China in 2012 increased by 26% to 270,000 units. The sales target will be shared by FAW Mazda and Changan Mazda. Previously, FAW Mazda has announced its sales plan for 2012. This year, three models of Ruiyi, Mazda6 and Mazda8 will be launched successively, and the sales target of 157,000 units will be fully challenged, while Changan Mazda will complete 113,000 vehicles. .

Statistics show that in January this year, sales of Changan Mazda reached 7,683 vehicles, an increase of 15%. Among them, the Mazda3 star sedans and hatchback models have become the main sales force. Li Juan said that at the Guangzhou Auto Show last year, Mazda China announced that it plans to use Chuangchi Blue Sky technology on new models launched in China starting from the CX-5, under the "double-driver" product line upgrade and technological innovation, 2012 The year for Changan Mazda can be described as "Chuangchi first year."

The industry believes that the Chinese auto market has returned to a rational growth phase. According to January sales, Changan Mazda will only introduce one new model this year, and sales of 110,000 will be difficult to achieve.

Li Juan thinks that although the market sales environment in 2012 is still severe, in 2012, Changan Mazda's product line was fully upgraded to five domestically-made models, driven by favorable conditions such as the introduction of new products and continuous expansion of sales networks. Changan Mazda will strive to achieve sales improvement