FAW Mazda coaching trouble is still

Recently, it was reported that the overall sales volume of FAW Mazda in the capital achieved a growth of nearly 30% compared with the previous month, and this growth far exceeded the growth rate of other brands. Under the premise that the overall sales volume of FAW Mazda declined, this achievement is rare.

However, after a closer look, FAW Mazda also played a price-compensated game, which directly subsidizes 6,000 yuan for replacement users, which is very high among similar models. Perhaps relying on high subsidies can temporarily save the sales confidence of FAW Mazda, but this concession strength is not effective under the current market prospects are not optimistic.

The former vice president of FAW Mazda sales company Yu Hongjiang confirmed the resignation in early September, which cast a shadow on the sales of FAW Mazda. Although the manufacturers did not give reasons for leaving Hongjiang, the unsatisfactory sales of FAW Mazda this year are indisputable facts.

From January to August this year, FAW Mazda achieved sales of 88,316 vehicles, a year-on-year decrease of 5%. Mazda recently revised its annual sales target, in which FAW Mazda reduced its sales target from the 200,000 set at the beginning of the year to 150,000.

Last year, total sales of FAW Mazda totaled 146,900 units, a year-on-year increase of 37%. However, this performance was achieved by using the most direct price reduction method, of which the price of the Ma 6 terminal has even been lowered to the 140,000 yuan range; the price of the Ma 6 B-class car has been closer to the A-class car. This approach not only reduced the profits of FAW Mazda, but also laid a hidden danger for future operations.

The results obtained by FAW Mazda on sales cannot be separated from the price incentives. Once the market turns cold, the problems will be exposed. This year, sales of FAW Mazda still rely on the repeated price cuts of the four models of the Ma 6, Ruiyi, Ma 5 and Ma 8, but it is already difficult for the sales to continue to improve after the drop.

Although professional managers have long resigned in the automotive industry, FAW Mazda's new deputy chief executive has been delayed for some time. According to FAW's appointment, Yu Hongjiang's successor was Tian Qingjiu, former vice president of FAW Jilin. However, according to the rumor, Tian Qingjiu has not yet taken office.

At present, the operational and commercial policies of the sales channels of FAW Mazda are business as usual, and in addition to maintaining the original price concessions, there is also a corporate grant for the “replacement” of the Beijing market. It seems that it does not seem to be eager to rescue the precarious sales.

Three months left at the end of the year, leaving FAW Mazda sales sprint time is running out. Yu Hongjiang's resignation was not only a loss to FAW Mazda, but also exposed the marketing problems of the manufacturers. The sales bubble of FAW Mazda is also about to break out. Perhaps Tian Qingjiu's idea is to “turn into desperation before it will turn a corner”?