FAW Mazda sales fell to drop sales bosses?

The Deputy General Manager of FAW Mazda Yu Hongjiang was reported to have "resigned" this month. He himself did not deny this, but FAW Mazda has not issued an official announcement. The CEO, known as the “marketing master” in the industry, was suddenly surprised by the explosion of “departure.” This is the second veteran of the “departure” in this quarter. The former is Xia Zhibing, general manager of BYD Sales Co., Ltd. It officially left on August 5. In the third quarter, news of the resignation of two consecutive CEOs has been reported, and it can be seen that the auto market is experiencing an "unbearable burden" of falling sales.

Sales target in China reduced by 8% throughout the year

According to the reporter's understanding, FAW Mazda achieved a total of 88,316 sales in January-August, a year-on-year decrease of 5%, and only completed 44% of the annual sales target of 200,000 vehicles. Industry sources said: "This sales figure does not mean that the departure of Hong Jiang has a direct bearing on the performance of FAW Mazda." As early as July Honda lowered its sales in China, Mazda also lowered its sales target in China for the whole year. %.

A dealer of FAW Mazda told the reporter that in Shenzhen alone, sales of FAW Mazda fell by an average of 20% in July and August, and fell 30%-40% year-on-year. The dealer said: There are special factors in the decline in sales in the Shenzhen area. In addition to the traditional off-season in July and August, it was also influenced by the Universiade. He believes that "sales in September should be greatly improved."

On September 6, the reporter called FAW Mazda's responsible person and distributor in Guangdong. They learned that the two manufacturers are meeting in Guangzhou, and the content of the meeting is not related to sales sprints in the remaining months. Recently, after Mazda's sales performance in China was announced in January-August, Mazda (China) Chairman and CEO Yamada Xianzhao said: "Although the sales situation is still severe, we plan to resume sales in September by strengthening sales and expanding our sales network. The momentum.” Mazda plans to expand the total number of 4S stores of FAW Mazda and Changan Mazda to over 370 by the end of this year.

The lack of competitiveness of models to slash sales boss?

Mazda’s market share and sales in China are ranked lower than those of other Japanese car companies in China. Toyota Motor Corporation, which was also affected by the East Japan Earthquake, sold 14.9% of its sales in China in August this year to about 88,700 vehicles. From January to August, Toyota Motor sales in China totaled approximately 525,600 vehicles, a year-on-year increase. Increased by 4.3%. Dongfeng Nissan Motor Co., Ltd. sold 69,000 vehicles in July, a year-on-year increase of 25.7%, and many of its models have achieved significant sales growth since June. Under the influence of Guangqi Honda’s “2 billion sales promotion plan”, Accord, Fengfan and other models also showed rapid growth in the third quarter.

The market of other Japanese automakers gradually warmed up, further stimulating Mazda, whose sales are still falling. In addition to the gap in the sales network, Mazda also has a gap in the launch of models compared to other major Japanese car companies. In March 2005, Yu Hongjiang served as vice president of FAW Mazda Automobile Sales Co., Ltd., and he created a miracle of domestic automobile sales solely on the basis of a Mazda 6 model. In the past few years, FAW Mazda still had only two main models of the Mazda 6 and its derivative Mazda 6 Core Wings, and this year it added an M PV model Mazda 8. Moreover, the price range of these three vehicles is relatively close, and there is no very clear classification of customer groups.

When the market is good, the problems are all whitewashed. Once the market turns cold, the problems will be exposed. Since the beginning of this year, Mazda suffered a major earthquake in Japan and turned cold in the Chinese auto market. The main brand new wing Ruiyi has been attracted by the overconfidence and overpriced. At present, Mazda 6, Rui wing up to a drop of 40,000 yuan. The high-end car prices have no scale, leaving FAW Mazda at the same age.

Mazda also realized that the product line in China was imperfect and had announced that it would further strengthen its product lineup in China. The company plans to introduce the new Mazda CX-5 compact crossover SUV model next year. The new Mazda 3, which will be sold this month on the Changan Mazda network, will also be launched.

For the phenomenon that professional managers are forced to resign or “resign” due to poor sales performance, Cheng Yuan, an auto industry commentator, believes that if the products are not available, even if the sales staff have skills, the marketing work will be even better. There is a return to heaven. Exaggerating the role of marketing too much will lead to improper investigation of sales personnel's responsibilities. Not only is it unfair to salespeople, but more importantly it will dilute the degree of emphasis on product research and development. That is putting the cart before the horse.