Changan Mazda internal and external structure upgrade preparation market segment

In the automobile market environment where the country's auto sales fell by 26% after the spring of this year, Changan Mazda achieved an excellent performance in a converse trend: in the first two months, it achieved sales of 14,508 units, a year-on-year increase of 38%, which substantially exceeded the average growth rate of the industry. The new year set a "good start."

“The direction of the joint venture between Changan and Mazda will not change,” said An Xianlin, executive deputy general manager of Changan Mazda, in an exclusive interview with the newspaper recently. After the large-scale personnel adjustment, the company’s “inside and outside structure” has been quietly upgraded. Introducing the new generation of "Chuangchi Blue Sky" technology pioneer model CX-5, Changan Mazda will usher in the opportunity to enter the high-growth market segments.

The new team will face the market test Although the intention of each car company is different, but in the highly competitive automobile market, the importance of sales channels is becoming more and more prominent.

A new change is that before and after the Spring Festival, many new faces emerged at the Ascenda Creation Center at No. 55 General Jiang Avenue in Nanjing. As the new headquarters of Changan Mazda, it will assume the task of completing 113,000 units this year. Earlier, from the marketing department to the sales department, Changan Mazda had already carried out a large-scale "exchange-exchange" operation. The Beijing-based Changma Division was withdrawn, and its subordinate marketing department and sales department moved south to Nanjing. Linkage with the production department.

Affected by this, after the original director of marketing Zhu Zhenyu was transferred back to the headquarters in Japan, the position is currently taken over by Chang Tian Mazda’s former sales director, Song Tiankang, and the deputy director is taken over by Li Juan, former Chang’an Automotive Marketing Department.

The move to the south of the headquarters has also been seen by the industry as Chang'an Mazda has foreshadowed the upcoming separate joint venture qualifications. “The new team members are basically all in place. They will accept the new test of the market.” An Xianlin said that he plans to increase sales in 2012 significantly beyond 2011 by strengthening product lines and expanding sales networks. Large-scale personnel adjustment Is its first step.

The "51" lineup has been fully attacked in the context of a national vehicle sales volume drop of 26% year-on-year. Chang'an Mazda, which has grown in a contrarian position, has attracted much attention from the industry. When approaching this car maker, it will be discovered that Chang'an Mazda, who has entered the fifth year of its establishment, "Internal and external patterns" have been quietly upgraded. An Xianlin said, first of all, after smoothly moving to Nanjing, which is its production base, the advantage of “production and sales linkage” between Chang’an Mazda and the Nanjing plant is self-evident; secondly, along with the popularity of the Mazda 3 star series, February Changan Mazda's national user ownership will soon exceed the 300,000 mark.

More importantly, along with the strong debut of Mazda's CX-5, a pioneering model of Chuangchi Blue Sky, Changma’s product line will be upgraded to a “51” lineup of 5 domestic models and 1 imported SUV model. An Xianlin believes that under the new pattern, Chang'an Mazda, with a new look, is bound to attack with full force.

This year is the first year of the "Chuangchi Blue Sky" technology. Currently in the Chinese automotive market, compact cars are increasingly sought after, and mainly hatchbacks are the mainstay, but this market change does not seem to be entirely accurate in Changan Mazda's executives. Changan Mazda is more confident in sedan and SUV.

At the Guangzhou Auto Show last year, Mazda China announced that it plans to use Chuangchi Blue Sky technology for new models to be launched in China starting from the CX-5. Under the “double-driver” product upgrade and technological innovation, Changan will Mazda can be described as "Chuang Chi first year."

"From the perspective of the Chinese market, consumers are relatively positive about the sedan, compared to the entire market capacity of the sedan is still relatively large, although the understanding of users in the past two years is gradually changing." An Xian Lin believes that Xingye's sales will not only provide opportunities for Changan Mazda to enter the high-growth market segment, but also significantly improve the overall brand image of Changan Mazda.