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长安马自达"马失前蹄":今年以来遭遇销量四连跌
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Topic: 长安马自达"马失前蹄":今年以来遭遇销量四连跌 (Read 148 times)
Deniselly
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长安马自达"马失前蹄":今年以来遭遇销量四连跌
May 15, 2017, 04:59:21 PM
#1
4月份销售榜单出台后,马自达两家企业表现形成鲜明对比。长安马自达同比下滑9%,已持续四个月“跌跌不休”。相比之下,一汽马自达虽然销量稍低,但是同比增幅达到100 .5%.比起去年的风光无限,人们感到奇怪,长安马自达到底怎么了?然而,长马及至马自达的管理层似乎并不着急,在他们看来,新品推出的时机是否掌握恰当,固然成为扭转战局的关键,而对于企业来说,现阶段首要的并不是关注销量问题,怎么样使品牌力有效提升,才是迫切需要解决的问题,这也导致它们产品战略出现“本末倒置”。
一季度销量同比下跌20.1%
2016年马自达品牌全年在中国市场的整体销量达28.6万台,同比增加21.4%,刷新了历史纪录。其中,长安马自达2016年设定销售目标为16万辆,到11月份已经宣布完成任务,去年12月,长安马自达销量达2.4万辆,同比增长接近40%,创下历史新高。统计数据显示,2016年长安马自达累计销售19 .86万辆,同比增长31 .34%,已持续4年销量出现稳步提升。
2017年,长安马自达销量目标已经提升至29万台。但是,让人始料未及的是,今年以来其销量不仅没有保持持续增长之势,反而出现销量不断下跌窘态,一季度销量仅3 .4万辆,同比下跌20 .1%,在刚刚过去的4月,销量为13,305辆,同比下滑9%,这已经是长安马自达在今年以来,持续第四个月出现销量下滑。
在同门兄弟面前,一汽马自达却“风光”得多。今年1-3月,马自达在华销量达到6.4万台,再创历史新高,4月份,马自达在华新车销量达2.28万辆,同比增加17.9%.其中一汽马自达同比增加100 .5%,达到9530辆。事实上,一汽马自达目前只有C X-4和阿特兹两款车型在售,其中CX -4为去年6月上市的全新车型,阿特兹也是去年换代车型。但是通过乘联会提供的数据可以看到,正是这两款车起到至关重要的作用。今年一季度,马自达CX -4销量为1 .9万辆,占据整个一马体系的61.68%.
同为马自达在华合资企业,一马、长马两个渠道在一季度销量表现巨大反差。马自达汽车株式会社专务执行董事稻本信秀并不感到惊讶。他解释,这种现象其实反复出现在一马、长马身上,并不值得大惊小怪。一汽马自达之所以一季度销量增长较快,主要是由于去年同期业绩表现不理想导致,当时C X-4还没有在“一马”投放。长马一季度的降幅比较刺眼,也是“归咎于”去年该企业销量抢眼的结果。
inquiry1989
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Re: 长安马自达"马失前蹄":今年以来遭遇销量四连跌
May 16, 2017, 01:05:30 AM
#2
感觉没什么特色
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