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Just as world football is inseparable from Arsenal, so is the automobile market.
Arsenal is the only team in the world football that has no Champions League title but is recognized as a giant-Atletico Madrid is only a strongman, Paris is a local tyrant, and Manchester City and Arsenal have similar fates.
There are some similarities between their styles of play, such as Arsenal passing and Manchester City passing. But in the eyes of automobile culture, Arsenal led by Wenger is the representative of "beautiful football" before, because in essence, the core of passing is attack, while Guardiola's passing control still advocates defense.
Arsenal's indispensability was formed under the background that utilitarian football, represented by Germany, was rampant all over the world. When high discipline, high physical fitness and high antagonism become the dominant players on the football field, then we will get farther and farther away from the real football art, and football will eventually evolve into a "beast sport" like American football.
Harland and Mbappé, the two new favorites of the world football, are both representatives of the German-style system, which is an irreversible trend with the increasingly mature football career. Similarly, in China's automobile market, multi-purpose vehicles are gradually occupying a dominant position.
Multi-purpose vehicles and beautiful cars
Multi-function cars are loyal to the market, and beautiful cars embrace dreams.
Among domestic automobile brands, it is not Chang 'an who looks up at the starry sky, or even Geely, which is rapidly transforming, but Chery, a "science man" in the traditional impression.
From Rui Lin to Qoros, and even today's Star Road, among domestic brands, Chery is the forerunner of China's independent high-end and China's automobile export overseas. But unfortunately, in the process of high-end, Chery has made slow progress, and there is still a long way to go before it can become a "beautiful car".
Joint venture brands are high-end and worry-free, so where is the criterion for judging? It's actually quite simple. As long as you understand the German car-making logic, you will understand the connotation of beautiful cars.
Like football, Volkswagen is the forerunner of utilitarian cars, and its significance to Volks is itself a national. In view of the needs of the general public, German cars must squeeze the cost to the extreme on the basis of legal compliance, at the same time greatly shorten the production process and ensure a relatively excellent quality control to meet the needs of the people.
Therefore, Volkswagen started the legend of modular car-making on platforms such as MEB and MQB, and its economic benefits even surpassed Ford's assembly line operation on the other side of the ocean. At the same time, under this business model, the public has also become a rigorous representative. Every product is impeccable, but every product also lacks characteristics. Of course, now the public is also in transition, which is another story, not to mention for the time being.
Every step of a beautiful car creates demand; The foothold of utility vehicles is the market and competing products.
Starting from the concept of building a car, Mazda insists on pleasant driving, including dazzling design, people-oriented function and integrated control. Mazda insists on more hidden and imperceptible car values, but for the car itself, driving pleasure is the bottom and core soul outside of travel.
Take safety as an example. When other automobile brands choose to upgrade technology or stack configuration, Mazda insists on respecting the ability to trust drivers and passengers, and also provides top-level active and passive protection. This leads to the inevitable dividing line between vehicle safety modeling and traditional thinking-when we stubbornly believe that safety occurs after collision. Changan Mazda tells us with a seemingly simple "sitting posture" that the experience of safety begins from the moment you step into the car.
In Mazda's view, driving posture is not only the key link to realize the driving pleasure of "one person, one horse", but also related to driving safety. When driving a vehicle, if we keep an easy-to-control posture, then we can "improve safety" first. For example, when the heel is suspended, compared with when the heel is fixed, the transfer time of the foot from the accelerator to the brake is 0. 1 -0.2 seconds. In an emergency, this short time difference of 0. 1 second is enough to determine the size of the situation.
Combining automobile safety with automobile handling is a measure to redefine safety and a way to greatly enhance the sense of handling. Of course, only if you own a Mazda can you feel it carefully, instead of getting the answer you want clearly from the configuration table like other brands.
Therefore, as far as specific products are concerned, the information released by Mazda is completely different. For example, Mazda CX-5 put 100% energy and enthusiasm into 2% drivers, which is the pure initial intention of the new Mazda CX-5 and the pure pursuit of technology.
Mazda insists on beautiful cars, which will inevitably cut some exciting users into brands, but those who stay behind often love football like Arsenal fans, not the big numbers in the standings.
The core of Mazda is attack.
Similar to Arsenal, it lies not only in self-persistence, but also in the persistence of the car (football) itself. Mazda also advocates attack. At the dealer conference held not long ago, Changan Mazda released a series of heavy information to the industry, and released new plans and tactics in the fields of brand strategy, product layout, network construction, etc., and will also accelerate the strategic transformation to the goal of double carbon with new products and technologies.
Automobile culture is summarized from three aspects: product, brand and channel:
First of all, in terms of products, Changan Mazda will launch two hybrid products this year, namely the Mazda CX-50 hybrid version and the new flagship Mazda CX-90, including 48V light hybrid and PHEV plug-in hybrid unit. At the same time, before 2025, Changan Mazda will launch 1-2 new models equipped with power system in China every year, setting a benchmark for the market and creating high-value models with "comprehensive driving and control performance and environmental protection performance".
Second, in terms of brand, Changan Mazda will make full use of the century-old car-making technology and technology accumulated by the parent companies of both parties to establish a brand-new cooperation model of strong alliance. * * * Coupled with the development of pure electric vehicles, it will combine Mazda's advantages in the fields of design, modeling, driving and control technology and Changan Automobile's advanced technologies in the fields of electric vehicles and intelligent technology, and give play to 1+ 1 >: 2 to create a unique and high-value choice different from the current domestic market products; From 2023 to 2025, Mazda will continue to increase the China market, improve the pedigree of electrified products, create a unique brand image, and achieve strong and sustainable development in the China market;
Thirdly, in terms of channels, adhering to the dealer network development concept of "fewer merchants, multiple outlets, multiple channels and filling gaps", Changan Mazda welcomes the original FAW Mazda dealers and investors to join Changma's sales network system in the process of merging the dealer networks of the two horses, so that * * * can create a win-win situation for * * * and provide customers with customer care services in the whole life cycle of China market users; On the premise of ensuring service quality, store profitability and reasonable market competitiveness, up to now, more than 90% of the original FAW Mazda dealers have been screened and optimized.
For Changan Mazda, the reshaping of the whole value chain is not only a supplement to products or services. Automobile culture believes that with the official start of a series of offensives, Changan Mazda will also form a new market structure.
In the field of pure electric or hybrid power, Changan Mazda's driving pleasure will have more room to play. Judging from the current market, a large number of new energy vehicles are still concentrated in intelligent technology, high-end home or economic applications. The hybrid version of Mazda CX-50 launched by Changan Mazda, the new flagship Mazda CX-90 and the subsequent pure electric vehicles will have higher scarcity.
In addition, from the brand level and channel level, Changan Mazda proposed to strengthen cooperation and reshape the brand and channel value, which to a certain extent represented that it had gone through the painful period of "merger of the two horses" and took an important step in the transformation of the intelligent era. Mazda has never bowed its head and never been confident, from rotary engines to various automobile championships to today's dealer conference. This is the true meaning of a beautiful car.
The turning point of a beautiful car
Although beautiful football is more attractive, it is often utilitarian football that can win the Champions League in football. In the history of the Champions League, Real Madrid has won the most titles, and Real Madrid has always adhered to the most efficient extreme counter-insurgency strategy.
In the competition of the automobile market, it is also this kind of products that are better at taking advantage of their opponents' weaknesses. So, where is the turning point of Changan Mazda's beautiful car?
To sum up, Changan Mazda will still advocate driving control in the future. For example, Arsenal's general "pass-and-cut system" will not be fundamentally changed, nor will it be completed by "joining if you can't beat it". During the transformation of the dealer conference, we can fully see Changan Mazda's determination to break through and the benefits of reform, and we need to pay more attention to the opportunities brought about by market changes.
From the perspective of consumption, the environment of "timely consumption to please yourself" will fan the flames for Changan Mazda's offensive. Some research institutions said that after experiencing cyclical fluctuations, people began to re-examine their consumption motives and listen to and follow their inner voices. On the one hand, the connotation of "my economy" has been further upgraded and expanded. In terms of consumption concept, "this consumer" presents a "trend line" with inner needs as the scale, physical and mental health taking into account efficiency, planned consumption and pursuit of consumption quality.
The advantage of utility cars lies in finding more rational consumer groups, and the destination of Midea cars must be these loyal users who are more willing to find a balance between exquisite life and economic costs. At this stage, Mazda is gradually finding this balance:
On the one hand, from the price of new cars, it can be found that the overall price of Changan Mazda is more and more advantageous, and many products such as CX-5 have realized the strategy of increasing distribution without increasing price during the upgrade process; On the other hand, Changan Mazda also chose to make a profit in financial policy. For example, Changan Mazda recently launched an official price reduction policy, and the official guide price of Changan Mazda CX-5 was lowered by 26,000 yuan, and the selling price was adjusted from the original 654.38+075,800 yuan to 654.38+049,800 yuan, which also brought many spring gifts.
From the development analysis of the whole automobile market, joint venture brands are generally in the process of transformation. Changan Mazda can quickly make up for the time disadvantage after sorting out the interior, and at the same time release stronger growth momentum in the new energy field with the driving and control advantages mentioned above.
In fact, Changan Mazda recently reached another milestone, that is, the cumulative sales of 2 million cars. It can be expected that under the impetus of new and old users, beautiful cars will make a big difference.
There is a saying that:
In a recent game, Arsenal beat Bournemouth 3-2 at home, and its manager said excitedly, "It's crazy! We didn't win until the last second and were really proud of the players. " In history, Arsenal also staged countless Jedi counterattacks, knocking down opponents at the last second.
This is true in the field of sports, and so is the automobile market. How can we predict the end of Changan Mazda before the last moment?
Editor: Ouyang
This article comes from the author Hao, and the copyright belongs to the author. Please contact the author in any form. The content only represents the author's point of view and has nothing to do with the car reform.