Auto Market Survival Rule: Personality and Existence

It is understood that although Changan Mazda has sold less than 100,000 vehicles throughout the year, it has not been completely marginalized. This is largely due to its product personality. The survival rules of the auto market in China are personality and presence.

"The most important thing in the Chinese market is that you want to have a presence in the market and you need to have your own personality." In July of this year, Fujio Takashi, the general manager of Changan Mazda, once again performed an interview. Indicated.

Since the beginning of last year, the Chinese auto market has entered a stage of low growth, and it is impossible to see the rapid growth of 2009 and 2010, but there will still be a relatively slow growth process. In this case, environmental performance, safety performance, and low fuel quality will become important factors that determine the survival status of car companies.

Chang'an Mazda, who has been living in poor conditions for a long time, has improved his performance since September last year thanks to the addition of Ma Xingxing. In the first eight months of this year, Changan Mazda has maintained a positive growth rate of more than 15%. However, since September, Changan Mazda has not been able to escape the impact of the deterioration of Sino-Japanese relations, and sales have declined to a greater extent. From January to October, Changan Mazda sold a total of 63,000 vehicles, which was basically the same as last year. “The CX-5 equipped with the new Chuangchi blue sky technology will be localized next year. At that time, the cost-performance advantage will be even more pronounced. I believe that with the new technological advantage, we can also survive for a long time,” said Fujitaki.

Compared with many car companies bosses talking about the future development, Fujihashi's "survival theory" is obviously more pragmatic, but also more in line with the current reality of many car companies. “The CX-5 is the key product that Changan Mazda will launch into the market next year. It is the result of Mazda’s latest SKYACTIV technology and its soul-moving design concept. It is also the first Mazda product to fully adopt the SKYACTIV technology.” Fujitaki told reporters that Tsukimoto Blue Sky Technology is an innovative technology that Mazda Motors has optimized for its major components including its engines, transmissions, chassis, and body structure. The SKYACTIV-G engine has a compression ratio of up to 14:1. The chassis of the vehicle is a lightweight structure. The weight of the vehicle body can be reduced by 14% compared to the current use, and the body structure is more rigid.

However, it is obviously unrealistic to rely on a product to try to come back in the market. Moreover, as the SUV market continues to prosper, major multinational companies have launched their own SUV products into the Chinese market. For example, Ford launched the domestic Maverick at the auto show. Shanghai GM launched the Angkola, BMW, Mercedes-Benz and Audi. The domestic launches of X1, GLK, and Q3 are launched separately, and the market competition is becoming more and more fierce. If there are not enough product performance advantages and price/performance ratio advantages, it is difficult for new entrants to stand out from the market.

“Changan Mazda is a young and forgetting company. We have full confidence in the future development.” Said Chang Jin, Deputy General Manager of Mazda, saying that in-depth exploration of user value recognition is the basis for the birth of Changan Mazda's “Indulgence of Passion” brand concept. "Indulgence in passion" brand concept embodies the promise to customers. Changan Mazda will deeply penetrate this brand concept into the overall operation of the company.

The industry believes that under the current market conditions, the confidence of Changan Mazda is behind the establishment of a new joint venture company. Chang Yuanfu Ford Mazda Automobile Co., Ltd. President of Nanjing Xiangyuan Zhen told reporters that the government approval procedures are now drawing to a close, the new company set up just around the corner. "After this company reorganization, Changan Mazda's shares will become 50:50, so in the future, more Mazda products will be imported into the Nanjing plant, which will be a good opportunity for the development of the Nanjing factory."

And Fujihashi said: "Of course, we are not only considering the introduction of new models next year. Every year after next year, we will plan to introduce new models. Now we are working on a plan and we are working hard to realize this plan. We also hope that we will do our best to provide vehicles that satisfy Chinese customers, and we also hope that everyone will be looking forward to our future cars."

It is worth noting that just one week after the interview ended, on November 30th, Changan Automobile Co., Ltd., Ford Motor Co., Ltd. and Mazda Motor Co., Ltd. jointly issued a joint statement on the continued reorganization of Changan Ford Mazda Automobile Co., Ltd. "" announced that Changan Ford Mazda officially completed the "separation." According to the "Joint Statement," the existence of the Changan Ford Mazda Automobile Co., Ltd., a joint venture between Changan, Ford and Mazda, has been approved by the relevant government agencies. With immediate effect, Changan Ford Mazda will continue to be split into two joint ventures, namely Changan Ford Motor Co., Ltd. and Changan Mazda Automobile Co., Ltd.

Changan Ford Motor Co., Ltd., a surviving company in Chongqing, is financed by Changan Automobile and Ford at a ratio of 50:50. It will assume all of Ford's Ford-related businesses, including the development, manufacture, sales, and service of Ford products. The newly established "Changan Mazda Motor Co., Ltd.", which is funded by Changan Automobile and Mazda at a ratio of 50:50, will assume all Mazda-related businesses of Changan Ford Mazda, including the development, manufacture, sales, and services of the Mazda brand.

This is a new life for Changan Ford and Changan Mazda.