Editor? |? Wang Shuangshuang

Recently, the Japanese media Nikkei Asian Review (Nikkei? Asians? Review) reported that Mazda had no plans to launch a new car before March 2022. During this period, Mazda will continue to develop a brand-new large-scale vehicle architecture and its new power system, and the models based on this platform will be unveiled around March 2023.

This means that in the next two years, there will not be any Mazda models with mid-term changes or upgrades in the China market and even the global automobile market. Such a long absence is rare in the automobile industry, but for people in the industry, it is not difficult to understand that Mazda has such a phenomenon. After all, focusing on technology research and development is Mazda's consistent style.

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Mazda, a "technical gambler"

In the automobile industry, there are many jokes about Mazda, such as "Japanese BMW" and? Crazy about technology on weekdays. When the money burned out, I put the technology in the car and sold it. When I have money, I will continue to engage in technology. I will let you know what a rotary engine is. Man and horse are one. These paragraphs are either spit or praise, but they are all about technology without exception.

Yes, the biggest impression this brand brings to the outside world is "technology first". Different from Audi technology, BMW control and Mercedes-Benz luxury brand image, Mazda's "technology" label is more like a summary of its entrepreneurial spirit. 193 1 10 In June, Toyo Industry, which was not called Mazda, manufactured the first AD-type three-wheeled motorcycle pickup truck, which officially started the road of making cars for this group. In 1950s and 1960s, Mazda officially appeared in the automobile industry, and the label of "technology" was branded from this time.

At this stage, Mazda not only made the first sports car with Mazda trademark-"Mazda? R360？ COUPE ",also promoted the development of rotary engine, and listed the first rotary sports car Cosmo? Movement. Since this period, the slogan of Mazda has gradually changed from "Mazda with technological innovation" to "Mazda with rotary engine" and "Rotary engine that attracts worldwide attention? & amp？ Mazda "Rotor Engine" Going to the World? & amp？ Mazda. " No car company has ever put all its bets on rotary engines like Mazda, which is destined to be a non-mainstream rugged road.

Although Mazda experienced many difficulties and hardships during this period and was on the verge of bankruptcy several times, it still achieved success. 1972, a new prairie with 12A rotary engine and Japanese ares skyline? GT-R fought fiercely in turn and won the championship, and the "rotor era" officially arrived. 199 1, Mazda 787B won the 24 Hours of Le Mans. Numerous articles have written that at the moment when the 787B crossed the line, the rotor became the belief of a generation of young people.

If it is just a "rotating engine", Mazda's image as a "technical gambler" may not be so deeply rooted in people's hearts. In addition to rotary engines, Mazda has been trying new designs and technologies. From 1988 pressure wave supercharger diesel engine, 1993 Richelme supercharger Miller cycle engine, to 20 10 "blue sky" technology and SKYACTIV-X new generation engine, Mazda's "technical control" position in the automobile circle is irreplaceable.

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The "public" in the minority

Normally, such a car company that pursues "technology" will not be mistreated by the market and consumers, but strangely, Mazda has always been in a position of "unable to get up and down". Among car fans, Mazda is a god car and a big brand, but back to reality, Mazda's sales always break the dream.

According to public data, Mazda sold 227,000 vehicles in China market in 2065,438+09, down 65,438+06.4% year-on-year. Obviously, the goal set in 2065,438+09 has not been achieved. In 2020, Mazda's sales declined again. In June, it sold 20,900 vehicles in 5438+ 10, down 8.03% year-on-year. If compared with the same period of 20 18, the degree of decline is as high as 38.3%.

With an annual sales volume of 227,000 vehicles, Mazda's market share in China has always been less than 65,438+0%. However, considering the background of the depressed automobile market in China and its own positioning, Mazda's sales performance is not too bad. Unlike those brands that always emphasize that they are "pioneers" and "leaders" in a certain market, Mazda defines itself as a niche brand. In the previous public interview, Yukio Maeda, head of global design of Mazda, said that Mazda is a "small but refined" brand.

Counting these niche brands, the annual sales of Qoros and Renault are hovering around 20,000, while the annual sales of PSA are only 1.2 million. In contrast, Mazda's 227,000 cars seem to be a hot brand in the niche market. Mazda, which has decided not to push new cars for two years, will only see lower and lower overall sales by the end of 2020 if it continues to develop according to the current trend.

Even if it considers itself a minority, Mazda will face a more difficult environment once its sales in China market are completely lost. Mazda's financial report for the third fiscal quarter of fiscal year 2020 (2019101-1Feb.31) shows that during this period, Mazda's net income decreased by 37% year-on-year, and its operating profit decreased by 76% year-on-year. Mazda's official statement attributed the decline in performance to its poor performance in China and Australian markets.

Although the outside world joked that "Mazda sells cars only to make money and engage in technology", the chairman of Mazda China, Hirohiko Watanabe, also talked about it more than once? "Mazda doesn't talk about heroes by sales", but this can't change the financial crisis caused by the decline in sales. Another practical problem is that the cost of developing new technologies is high, and the decline in Mazda sales may bring a series of negative effects.

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Never be "bound" by trends

Mazda's future can already be imagined. As for why Mazda sells less in China, it is nothing more than a product and marketing problem. In fact, this has become a commonplace topic. What the outside world is most concerned about now is why Mazda dares to be "absent" for two years.

Anyone who knows a little about China automobile market knows that China automobile enterprises are undergoing a great change. The Internet industry that emerged 20 years ago has deeply affected people's lives. A new generation of scientific and technological revolution with electrification, networking, enjoyment and intelligence as its main content is sweeping the entire automobile industry. In the past two years, strange terms such as artificial intelligence, driverless driving and emotional interaction have appeared in the automobile field overnight, and technology giants such as Ali, Tencent, Baidu, Huawei and Shang Tang have also started to make frequent appearances at automobile enterprise conferences.

There is no doubt that the next two years will be two years in which the process of "new four modernizations" of automobiles will advance by leaps and bounds, and countless automobile companies will compete to release new products and lay out related fields. At the same time, this will also be Mazda's "absence" for two years. For the choice of Mazda, in fact, a little review of its development process will understand that this is a very? The choice of "Mazda"

Mazda, which has always focused on rotary engines, has its own stubbornness. Whether the outside world advocates turbocharged engines or intends to "ban combustion" and promote new energy vehicles, Mazda is still on the road of research and development of naturally aspirated engines that it has adhered to for a hundred years. Even if Mazda was forced to give up the rotary engine because of high fuel consumption and high pollution, it did not give up the naturally aspirated engine. Mazda's creative blue sky took over the era of rotary engines. Of course, Chuangchi Blue Sky refers not only to the engine, but also to a set of high fuel efficiency system integrating the engine, gearbox, chassis, body parts and aerodynamics. With the blessing of Chuangchi Blue Sky Technology, Mazda was once again pushed to the altar by fans.

"Mazda, which is used to the' small road', may still choose' another way' for the wave of' new four modernizations' of automobiles." Some insiders said. In the public information, there are many reports about Mazda's "new four modernizations", but there are actually no specific strategic measures. At the 20 19 Shanghai Auto Show, Mazda executives revealed that an EV model will be launched this year, but from the current point of view, whether it can be listed remains to be discussed.

The insider said: "Mazda has never been bound by the' niche', but thinks outside the box and constantly seeks technological innovation and product breakthroughs. For this "new four modernizations" wave, Mazda may be looking for its own unique development model. Perhaps, just as it did not choose turbocharging in the past, it will not focus on the' new four modernizations' now. We cannot judge Mazda's choice, but we can wait for its performance. "

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.