As of? In 2022, China's automobile production and sales have been ranked first in the world for 14 years. Even though the global automobile is facing the wave of transformation to the "new four modernizations", China automobile market is still at the forefront. Looking at the current automobile industry, the market has formed a brand-new competitive situation of ballast stone for fuel vehicles and accelerated running of new energy, and the market elimination has further intensified.
Under the brand-new competition pattern, Japanese brand Mazda is absolutely unique. Since entering the China market, Mazda has left more impressions on consumers in China. "Small but beautiful" is a minority compared with other Japanese brands such as Toyota, Nissan and Honda.
Speaking of Mazda, although some people are too paranoid to agree, decades of study spirit has just become the most distinctive label of Mazda. Among the consumer groups in China, the slogan "Mazda for a day, Mazda for a lifetime" is more popular. The data shows that as of March 3, 2023, the user base of Changan Mazda has exceeded 2 million. Now, after entering the post-million-year era, Mazda finally can't sit still in the face of the huge bonus of China auto market!
April 16, on the eve of the 2023 Shanghai Auto Show, Changan Mazda took "True Me? By me? Feeling? "ALIVE" brand night depicts Mazda's transformation strategy and vision in the era of electrification in China, and establishes a brand-new cooperation mode with Changan Automobile.
At the same time, Changan Mazda also released a brand-new "True Me? By me? Feeling? ALIVE brand proposition and five service standards, as well as the action plan of product 3.0, user experience 3.0 and digital 3.0. Changan Mazda officially pointed out that after entering the second era of production and sales of 2 million vehicles, Changan Mazda will take "creating a high-value brand experience for users in the China market" as the core of its strategic development in 2023.
Specifically, in the new era of smart power, Mazda will accelerate its transformation and fully embrace electrification. Among them, the strategic function of China business of the Head Office was transferred to Shanghai, which further promoted the rapid formulation and implementation of Mazda's China market strategy. At the same time, it will also establish a brand-new cooperation model with Changan Automobile to jointly promote the development of new energy vehicles.
Mazda and Changan Automobile promised to continue to increase investment in talents and resources of Changan Mazda. It is reported that at present, Mazda and Changan Automobile have started to send development teams to Changan Mazda. Mazda's essence and advantages in design and driving, as well as Changan Automobile's advantages in electrification and intelligent technology, will be fully integrated into the jointly developed new energy vehicles, and Changan Mazda will usher in a new era of localization and China.
China Nakajima, executive director of Mazda Automobile Co., Ltd. and chairman of Mazda (China) Enterprise Management Co., Ltd. said: "The establishment of Mazda (China) Enterprise Management Co., Ltd. can quickly formulate strategies and establish a judgment and execution system on the basis of close communication with Changan Automobile, thus laying a solid foundation for future business growth. In the future, Mazda, Changan Automobile and Changan Mazda will form a trinity and strive to improve the quality of products and services of Mazda brand, thus promoting the real growth of China market business. "
It is worth mentioning that at this year's Shanghai Auto Show, Mazda CX-50 series and HEV hybrid vehicles will be listed in Changan Mazda. At the same time, based on the demand of users in China market for electrified products, Changan Mazda will launch two new energy vehicles with R&D localization and mass production by the end of 2024 and 2025. The power system includes pure electric mode and extended hybrid mode, which will realize the goal and vision of Mazda brand in the field of electrification.
Under the background of the acceleration of electrification, and facing the endeavor of the next 2 million years, Changan Mazda will also strive to move towards the stages of product 3.0, user experience 3.0 and digitalization 3.0 with the guidance of "creating high-value experience for users". Deng, executive vice president of Changan Automobile Co., Ltd. pointed out that in the stock automobile market, Changan will define the development of "seeking quality" and the ingenuity of the definition by "creating high-value experience for users".
Specifically, in the product 3.0 stage, Changan Mazda hopes that every driver can experience the beauty of Mazda's driving. Including naturally aspirated engine technology, soul-moving design, integrated driving experience of human and horse, and high-quality car-making technology.
In the user 3.0 experience stage, Changan Mazda will build a user-specific communication community in the "Ma Yue Starry Sky" APP, and establish a "long integration" training camp specifically for young media users.
Not only that, in order to continuously improve the user service experience, Changan Mazda has also issued five service standards, including price transparency, all in-store consumption clearly marked, and maintenance fees are transparent and explained item by item to ensure that customers clearly enjoy the service; Ingenious repair, through standardized maintenance process and strict three-level inspection system, to ensure that vehicle maintenance and failures are properly resolved before leaving the factory; Pick up the car on time, and arrange a maintenance station within 10 minutes after the car enters the store to open a maintenance order &; Professional maintenance technician, ordinary routine basic maintenance 1 hour delivery; Authentic parts, adhere to the use of original pure parts, to ensure the quality of vehicle maintenance; Save lives, provide 7*24-hour road rescue service, arrive at the scene quickly and provide emergency support to customers.
In the stage of digitalization 3.0, Changan Mazda will also build a digital capability with user experience and contact as the core, and build a "trinity" digital service link with "Changan Mazda dealers and customers" as the core with the development idea of "direct access to customers, direct access to pain points, data-driven and real-time online".
It is understood that in 2023, Changan Mazda will build an enterprise data center covering the whole product life cycle and full service links, deeply grasp users' car habits and needs, continuously improve users' satisfaction with enterprises and brands, and realize a closed-loop user experience.
At the same time, Changan Mazda will also set up a "1+X" customer-specific vehicle housekeeper group at the terminal. A user will match the exclusive butler service composed of sales consultant, product manager, after-sales service consultant, emergency rescuer, customer service staff, and even the store manager to provide users with a fast, thoughtful and sincere service experience.
Empowered by a series of actions, Mazda officially released a brand-new brand proposition-I Feel Alive! In Mazda's official view, the brand's inherent product advantage of "tacit understanding between people and vehicles" coincides with the current development of China's expressways and the trend of users' travel demand. Consumers' consumption values of "listening to and following their inner voice" will bring new development opportunities for Mazda in China market.
"Mazda has an insight into the current needs of users, not just staying in the' car' itself, they hope to better reflect their yearning for a better life. The real me? By me? FEEL ALIVE's brand-new proposition aims to inspire users to break through the limitations of current life and explore the authenticity of life with the true self as the meaning. " According to Sumoka Jing, President of Changan Mazda Automobile Co., Ltd., Mazda's localization of new global brands in China is an insight into consumers' needs to please their own experiences. In addition to pursuing material needs, they also hope to get physical and mental satisfaction and pleasure.
Generally speaking, as the most powerful practitioner of long-termism, Mazda has chosen to make steady progress in the face of the rapid changes in China's automobile market. Now, when the market is fully competing in terms of products, technology, marketing and services, Changan Mazda is ready to create a high-value experience for China users.
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