马自达中国董事长渡部宣彦曾经说过:马自达不会参加价格战,马自达的理念是价值营销。这句话很好理解,意思就是马自达不会降价,而真正懂马自达价值的人,哪怕是价格高一点,他们都会心甘情愿掏钱,也就是所谓的为信仰充值。(下图渡部宣彦)
马自达直言绝不降价,但事实证明,降价才能提升销量!马自达的理想很美好,但现实是残酷的。就拿马自达CX-8来说,这辆车就受到了市场的冷落。CX-8是马自达中大型SUV,售价25.88万-33.08万元,售价相当高。没有优惠的CX-8销量惨淡,如今每个月只能卖出大约200台。
对于广大中国消费者而言,没有优惠就意味着没有吸引力。坚持不降价的马自达,它的价值营销进展十分艰难,毕竟中国只有少部分人是忠实的马自达拥护者。马自达想要改变市场以及用户,但目前的马自达并没有这种实力。
很多时候,车企能做的只有适应市场以及用户。上个月,各大经销商降价抛售国五库存车,而马自达经销商也终于顶不住压力了。在某些地区,上个月国五阿特兹优惠3万是常态,CX-4优惠是1万左右。
终于有优惠的马自达(但也仅限于上个月),它终于止住了销量下滑的势头。根据数据显示,今年6月马自达在中国总销量为19574台,同比上涨1.4%。其中一汽马自达为7460台,而长安马自达为12114台。事实证明,降价能够促进销量上的增长,但凡多一些优惠,马自达在中国会发展的更好。
不过目前来说,马自达的态度很坚定,马自达表示:能够接受销量上的下滑,但绝对不会采取降价措施。马自达是固执的,它所坚持的价值营销被它奉为真理,至于结果到底如何,现在还不好说。只是通过数据来看,不降价销量下滑,一降价销量就上涨。
值得一提的是,马自达旗下阿特兹迎来了改款。全新一代阿特兹已在国内发布,外观全面升级,且还符合国六标准。按照马自达一贯作风来看,这款全新阿特兹也是个高傲的主,想等优惠估计没戏。
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