If there are keywords in the car market in 2021, then there will be words such as "repeated epidemics, chip shortages, and soaring sales of new energy vehicles". But beyond these words, there is another big thing that is bound to appear on the front page, that is, the "merger of north and south Mazda".
Since the merger rumors came to light, there has been no discussion in the industry about where Mazda will go. Some people believe that after the merger of the two, it will help Mazda accelerate its intelligent and electrified transformation in the Chinese market; some media believe that after the integration of the two Malaysia, it can concentrate on doing big things and produce the effect of 1+1>2.
Although from the perspective of the general environment, the car market in 2022 is still full of challenges and uncertainties, but with the dust of the merger of the two horses settled and the fog cleared, a new Mazda with stronger combat effectiveness has jumped out of the paper. 2022 will be a year when Changan Mazda is ready to go and march towards the sun.
A richer product matrix makes the new Changan Mazda's punching force stronger
It has been less than half a year since the merger was announced at the end of August 2021. Frankly speaking, it is not an easy task to fully integrate the resources of one horse into the system of the new long horse in such a short period of time. Before that, there was no precedent in the industry. After the merger, how to go, can only rely on the new Chang'an Mazda to explore.
But after the two horses merged, some positive changes were obvious.
For example, in terms of products, as of now, Changan Mazda has built a total of 7 product lines covering the mainstream market segments from fuel vehicles to new energy, from small to medium and large, including Axela, Artez, CX-30, CX-4, CX-5, CX-8, CX-30 EV. This is also the most powerful product matrix offered by the Mazda brand since it entered China.
After the merger, Mazda's models are sold in the same store, consumers no longer have to distinguish models to go to different Mazda 4S stores to see the car to buy a car, which can save consumers the cost of car selection, facilitate users to buy a car to see the car, and is more conducive to grasping customers.
As a simple example, customers who used to hesitate about the CX-4 may have left the store and bought another car next door; but now they are likely to end up buying the CX-5 in the store. Users who drive an Onxella for maintenance may also see Artez in the store and then turn around and replace it..." The effect of 1+1>2" can be fully reflected from the product side.
More powerful channels allow the new long horse to punch a wider range
A horse and a long horse are merged into one, rather than dismantling a horse. Therefore, in the channel system of forming a new long horse, many dealers of the original one horse have also been absorbed. After the merger of channels, Changan Mazda has now reached more than 420 4S stores nationwide, of which 51% have achieved cross-selling products. And it is worth mentioning that some old 1Ma 4S stores due to the early establishment of the store, the location is superior, after the integration of Changma, not only promote the growth of brand sales, but also greatly facilitate users to maintain.
With the acceleration of the integration of existing channels and the continuous development of new channels, for Mazda fans and consumers who like Mazda brands, it will not only be more convenient for them to buy a car, but they will also enjoy the convenience of merger when they go to maintenance, repair and other services.
In addition, after the merger, the new Long Horse also has a user base of up to 3.2 million, which also provides a sufficiently broad after-sales resource for the dealers of new Mazda. At the same time, based on a richer product line and a stronger user base, Changma actually has a lot more chips when expanding new channels.
Better service, so that the long horse punch more accurate
In addition, we can also see that in addition to the rapid integration of product channels, the new Changan Mazda has launched a unified and higher quality new service policy at the beginning of 2022. Based on the principle of "full vehicle system, full scene and full time efficiency", the service standards are comprehensively upgraded to ensure that the interests of users are maximized.
Take Changan Mazda's highly acclaimed "door-to-door pick-up and delivery" service as an example: in the past 2021, more than 50,000 Changan Mazda users in more than 200 cities have enjoyed intimate and convenient door-to-door pick-up and delivery services, accumulating more than 800,000 kilometers of service mileage, saving users nearly 10,000 hours of valuable work and holiday time.
With the upgrading of the service, the pick-up and delivery service will not only be implemented in all Mazda 4S stores, but also the new Changan Mazda will cooperate with professional driving agencies to popularize the door-to-door pick-up and delivery service for 3.2 million new and old users, so that the majority of users can enjoy butler-style services comparable to high-end luxury brands.
At the same time, the new Changma is also promoting the unification of the terminal three-pack service system standards. According to the latest official policy, from January 1, 2022, all users who purchase any model of Mazda can enjoy unified standard services in the after-sales field, including vehicle first insurance upgrade, claim policy upgrade, and wearing consumables warranty period upgrade.
Mazda has always been a "technical otaku" brand image. Relying on the blessing of soul design and Chuangchi blue sky technology, its models have a very fun driving experience and excellent reputation in the same level of products. With the unification and upgrading of service standards, high-quality services will also become a new business card for the new Changan Mazda to break through in the market competition.
More efficient system capabilities make the timing of the long horse punch more accurate
With the comprehensive upgrading of channels, products and services after "addition", Mazda can also achieve a global "chess game" in the Chinese market, which can greatly improve decision-making efficiency. The resulting changes are undoubtedly long-term, far-reaching and significant. If the product, channel and service upgrade is the two heavy blows played by the new Changan Mazda, then the evolution of the system ability is the core essence of Mazda's decisive victory.
There is an old saying that "brothers are in the same heart, and their profits are broken", but in the market, as long as there are interests, there will be competition, there will be differences. Now the two horses have converged into a new long horse, and only then can they be punched. Whether it is at the level of product planning or marketing strategy or strategic execution, the new long horse can speed up the pace, implement quickly, and seize the fleeting market opportunities.
Mazda is integrated, and Chinese consumers are the biggest beneficiaries
We have been talking about the benefits of Mazda's development in the Chinese market after the merger. It can be said that after the completion of integration, the improvement of Mazda's brand combat effectiveness is all-round, and its prospects are bright. But for us, after merging into a Mazda, Chinese consumers are actually the biggest beneficiaries.
Whether it is the more convenient car buying and car experience brought by the integration of product channels, or the higher service quality after the unified upgrade, or the more colorful car support activities created by the new Mazda brand for 3.2 million users in the future... All of this will eventually fall into the hands of Chinese consumers.
Indeed, the challenges for the new long horse remain daunting. But being able to provide users with better products and better services, in our opinion, has taken the first and most important step to success. In China, for China; we also look forward to the new Changma being able to deliver an answer sheet that satisfies Chinese users in the future.