The current Mazda CX-8
Cash Toyota Highlander
It has been on the market for a long time. The monthly sales volume of Mazda CX-8 fluctuates between tens and hundreds, not to mention the benchmark Highlander, not even the third echelon in the market. To put it simply, the reason for Mazda CX-8 sales is nothing more than the unequal brand power and product pricing, and the lack of its own products.
At first, Mazda officials tried to start with the first aspect-they all thought the price was high, so they lowered the price. Under the pressure of "beating face", Mazda CX-8 began to cut prices on a large scale, and the preferential strength in some areas could reach 30,000-50,000 yuan. However, judging from the market reaction, consumers don't buy it, and Mazda CX-8, which has put down its body, still fails to achieve the purpose of exchanging price for quantity.
Therefore, Mazda started from the second aspect and improved the market competitiveness of CX-8 by changing the model and upgrading. Not long ago, 202 1 Mazda CX-8 went on the market in Japan, with the price of 299.42-5 109500 yen (about RMB 18.8-32. 10000 yuan), and the domestic version is expected to be June 65438+February. So, what changes have taken place in the new Mazda CX-8?
From the appearance, the new Mazda CX-8 continues the previous body shape, mainly for the front face adjustment. The new car offers two mesh styles to choose from, one of which is decorated with dot-matrix decorative strips, and the visual effect is more exquisite.
At the same time, the new car added chrome decoration at the bottom of the front bumper, increased the size of the exhaust pipe, and added the color matching of "platinum timely metal". It should be said that in terms of face value, Mazda CX-8 does not have much to criticize. The details of this optimization are only for Excellence.
In terms of interiors, the new Mazda CX-8 has been mainly upgraded. The original 8-inch central control panel was upgraded to 8.8-inch (low configuration) and 10.25-inch (high configuration), and equipped with Mazda's latest Connect system, which improved the response speed and audio-visual quality.
At the same time, the new car will support wireless charging and be equipped with a kick-feeling electric tailgate.
Finally, in the power part, the new Mazda CX-8 will increase the version of SKYACTIV-D diesel engine, with the maximum power of 200 HP and the peak torque explosion range adjusted to 3000-4500 rpm, which means that the new car will have stronger power performance in high-speed sections. In this era with turbocharging as the mainstream, Mazda not only insists on focusing on self-priming engines, but now even uses diesel power. This idea is really "unique".
It can be seen that the new Mazda CX-8 enriches the configuration and power selection while continuing the high-value advantage, and the actual selling price of the new car is not expected to continue to be "arrogant", which will help to increase the attractiveness of the new car. However, after the change, will 202 1 Mazda CX-8 have confidence in benchmarking Highlander? Or more realistically, is the new car expected to enter the "thousand clubs" from now on?
In Jiangge's view, although Mazda CX-8 is playing the abacus of "cross-level competition" and "playing big and playing small", from the feedback of consumers, the space advantage and driving comfort of Mazda CX-8 are not obvious.
In this case, it is not surprising that consumers tend to choose Highlander with rich market experience and excellent brand reputation. What's more, Toyota Highlander is about to upgrade in China, and many consumers are looking forward to it. The modification of Mazda CX-8 may not cause much sensation.
New generation Toyota Highlander
In addition, although the new Mazda CX-8 has evolved in the interior, its own product strength shortcomings still exist. One reason why Mazda CX-8 is not to be seen is that although it is positioned as a medium and large SUV with a length of nearly 5 meters, it is matched with a 2.5L self-priming engine. Now that the model has changed, the power continues to follow the old model. It is difficult to see where the advantages of CX-8 lie, and it is even more suspected of a small horse-drawn cart.
Although the power version with stronger parameters has been added now, how many audiences can the diesel model itself have? For the die-hard powder or flour of Mazda brand, this change is of course icing on the cake; But for more ordinary consumers, the new car does not seem to show a new selling point that is particularly worth looking forward to. In fact, Mazda CX-8 is quite recognized overseas, but the domestic SUV market is as strong as a cloud. In contrast, CX-8 is not prominent enough.
In short, although 8, as the company's flagship, did not play a role in increasing the volume, Brother Jiang felt that it was necessary to boost sales. However, the slogan that should be shouted has also been shouted, and the price that should be lowered has also dropped, and the sales volume has always been tepid. Now this kind of anodyne change really needs to find the root cause. If you really want to boost market performance, you should conduct market research in a down-to-earth manner and create products for the pain points of consumer demand. Always "maverick", and finally hitting the face frequently will only continue to stifle Mazda's brand image! However, then again, it would be a surprise if Mazda played the cards according to the normal routine! what do you think?
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.