[Information] The new generation travel version has been officially rolled off the production line in Yamaguchi Prefecture, Japan, and the off-line of this car means that the new mazda 6 will officially start mass production. A new generation of mazda 6 will also be made in Mazda in the future. According to Tian Qingjiu, deputy general manager of FAW Mazda, a new generation of mazda 6 will be sold together with the old mazda 6 next year. What will happen to the sales in it runs in the family and whether there will be any changes after the new generation of mazda 6 is made in China? We will analyze them one by one in this article.
● The old mazda 6 is still the main sales model-cost-effective.
From the sales volume of mazda 6 we collected, we can see that the sales volume of the old mazda 6 in 2010 was 94,369, and that of the old mazda 6 in 2011 was 91,358. By the first half of this year, the sales volume of the old mazda 6 was 38,482 vehicles. Compared with Ruiyi’s sales of 8,824 vehicles and 1,361 vehicles, the sales of the old mazda 6 in the first half of this year accounted for 76.33% of FAW Mazda’s sales share. Such a high proportion shows the importance of the old mazda 6 to FAW Mazda’s sales.
Last week, the 2012 mazda 6 went on the market, and its terminal price has dropped to 135,800 yuan. This price is no different from that of a mainstream compact car. The low price, dynamic appearance and good handling make the old mazda 6 have a very good cost performance, which is also the key for the old mazda 6 to become a pillar product of FAW Mazda.
In order to avoid internal consumption and overlapping positioning between products after the new generation of mazda 6 is listed, we guess that the prices of Ruiyi and the old mazda 6 will be adjusted accordingly in the future. The price range of Ruiyi will drop to 150,000-200,000 yuan, while the old mazda 6 will continue to drop to 100,000-150,000 yuan.
● Ruiyi-the advantages of the model are not obvious and the positioning is vague (the power is not strong enough and the movement is not thorough)
Compared with the sales volume of the old mazda 6, Ruiyi’s sales volume is not ideal, with 43,082 vehicles in 2010, 31,018 vehicles in 2011 and only 10,327 vehicles in the first half of this year. It can be seen that the sales volume of Ruiyi has shown an obvious downward trend year by year. Compared with other mainstream at the same price, Ruiyi’s sales are really not very good. So why is Ruiyi’s sales so low? Our conclusion is that the domestic medium-sized car consumers have limited recognition of sports medium-sized cars at present.
We have done a survey on consumers’ purchase intention in car home. When consumers buy medium-sized cars, the brands and prices are the most concerned. In the case of similar brands and prices, people tend to pay more attention to appearance, space and power, which are the three most important indicators for evaluating domestic medium-sized cars horizontally at present. In terms of appearance, the two main uses of consumers who generally buy medium-sized cars are home or business, so whether the appearance of a medium-sized car is stable or not has become one of the criteria for people to choose medium-sized cars. Ruiyi’s sporty design is obviously not as stable as other medium-sized cars, which also makes many medium-sized car consumers turn their attention to other brands.
◆ Sports positioning, but the power is not strong enough
I still remember the sportiness and maneuverability that Ruiyi emphasized in the publicity. It can be said that Ruiyi has some maneuverability, but the sportiness is probably worse. This is because Ruiyi, which is located in motion, lacks advantages in power. In the face of direct injection from European and American rivals, Ruiyi’s 147-horsepower 2.0L engine and 169-horsepower 2.5L engine really lack advantages. This also makes Ruiyi’s sportiness discounted. It is true that after many fans and media tests, Ruiyi’s chassis handling is highly evaluated, but the power is not strong enough, but it is always the shortcoming of Ruiyi.
◆ Lack of price advantage, compared with the same price range of medium-sized car space is not enough.
The price range of 2012 Ruiyi is 179,800-239,800 yuan, and most of the medium-sized cars in the same price range have obvious space advantages. The Ruiyi 2725mm seems a little too conservative in the era when the wheelbase of medium-sized cars is getting longer and longer. We can look at the wheelbase of our competitors in the same price range as Ruiyi: 2800mm, 2775mm, 2737mm, 2795mm and 2795 mm. These opponents also have a good appearance and even better handling, but also have a good space performance. The short wheelbase of Re-Rui Wing directly leads to the general performance of Re-Rui Wing space, which affects the ride comfort. It seems that Ruiyi is a car on the surface, but actually it has become a Volkswagen car with a small audience compared with its competitors for the above reasons.
◆ Future positioning-the price may drop to 150,000-200,000 yuan.
With the new mazda 6 made in the future, in view of the fierce competition in the domestic medium-sized car market, the new mazda 6 will be similar to its competitors, and the estimated price range will be between 180,000 yuan and 250,000 yuan, so some price ranges will inevitably overlap with Ruiyi. In order to avoid internal friction, Ruiyi is bound to give up part of the price range to a new generation of mazda 6. It is estimated that the price range of Ruiyi will be around 150,000-200,000 yuan.
Editor’s note:At present, in the domestic medium-sized car market, appearance, space, power and price have become the main factors that determine whether consumers buy or not. Consumers’ inherent impression of medium-sized cars still exists in stability and comfort, while positioning and designing Rui Wing, which is more athletic but lacks space and motivation, is somewhat embarrassing. Consumers who pursue sports will turn to other brands because their motivation is not strong enough. The same lack of wheelbase and space makes Ruiyi have no confidence in facing a number of mainstream medium-sized cars. From the situation of Ruiyi, we can see that the domestic sports medium-sized car still cannot become the mainstream model at present, which is also reflected from the same positioning.
