In the festive atmosphere of rising sales for most automakers during the "Golden September," Changan Mazda stands out as particularly desolate, with a staggering 40% drop in sales.
The latest production and sales report released by Changan Automobile shows that in September, Changan Mazda's sales reached 6,010 units, marking a year-on-year decline of 41.90%, making it the brand with the steepest drop under Changan Automobile.
This also marks the fifth consecutive month of decline in sales for Changan Mazda this year, and it isn't even their worst drop. In August, Changan Mazda only sold 4,331 vehicles, a year-on-year plunge of 45.41%, which set the record for the largest decline this year.
As one of the earliest auto brands to enter the Chinese market, Mazda has been deeply rooted in China for 32 years, yet its market performance has struggled in recent years. Originally, it had two joint ventures in the country, but FAW Mazda was acquired, leaving Changan Mazda as the sole joint venture operating in China.
Currently, the models sold by Changan Mazda include the Mazda3 Axela, Mazda CX-5, Mazda CX-50, and Mazda CX-4, with only the Axela showing decent sales figures. As of September, Changan Mazda's highest monthly sales this year was 9,208 vehicles in January. Industry analysts note that achieving sales of less than 10,000 units each month makes it difficult to support a path towards sustainable development.
Some analyses suggest that Mazda's sales struggles in China are linked to its slow transition to new energy vehicles. In response, Mazda is preparing to shift its development strategy. Following the launch of pre-sales for its new energy models in China at the end of September, Mazda also announced plans to invest 200 billion yen in the development of new energy vehicles in the country.