The combination of fortune telling and double horses

On August 24th, the official website of Mazda (China) quoted.

Mazda Co., Ltd., Chongqing Changan Automobile Co., Ltd. and China First Automobile Co., Ltd. issued a joint statement: Changan Mazda will be changed into a joint venture company jointly funded by the three parties after the three parties have completed the examination and approval procedures of the relevant departments of the state government in accordance with the laws of China, hereinafter referred to as "(new) Changan Mazda".

(Newly added) The contribution ratio of Changan Mazda is: Mazda 47.5%, Changan Automobile 47.5% and China FAW 5%. (Added) Changan Mazda will inherit the related businesses of Changan Mazda and Mazda. At the same time, FAW Mazda will be changed into a joint venture company jointly funded by Mazda and (new) Changan Mazda, and continue to undertake the related business of Mazda brand cars.

The above news is about the merger of the two horses. However, due to the rigor of official documents, I always feel a little crooked when I read them. I might as well combine the background and simply interpret one, two, three.

First, the "merger of the two horses" has been on and off for almost two years, and now it is basically a real hammer. We say "basic" because the dust will not settle until the Anti-monopoly Bureau of the State Administration of Market Supervision completes the publicity procedure of this equity acquisition case (the publicity period is from August 20021year to August 26, 20021year). The approval procedures mentioned above mainly point to this point;

Second, FAW Mazda had only one sales company and no production line. FAW Mazda's products are OEM by FAW, and even Mazda CX-4 is a China-specific vehicle independently developed by FAW. The shareholding ratio of FAW Mazda is 60% for FAW and 40% for Mazda.

Based on this, during the implementation of the merger, FAW exchanged 60% of the original shares of FAW Mazda for% of the shares of (new) Changan mazda 5. Therefore, after the transaction is completed, FAW not only does not pay, but also retains the shareholder seat of the new company;

Thirdly, since FAW exchanged 60% of the original FAW Mazda's share ratio for% of the (new) Changan mazda 5's share ratio, then conversely, (new) Changan Mazda owns 60% of the current FAW Mazda's share ratio. However, (new) Changan Mazda simply bought the remaining 40% shares of FAW Mazda. As a result, (new) Changan Mazda became the holding company of FAW Mazda 100%.

Therefore, after the merger, FAW Mazda still exists as a wholly-owned subsidiary of (new) Changan Mazda, and the OEM period is definitely over, but sales have to continue.

As for Changan Mazda, the share ratio of Changan and Mazda was originally 50% each. In the case of merger, they can continue to advance and retreat together.

At this point, the transaction is completed.

If the "merger of two horses" is compared to a marriage, it has been recognized by almost everyone-this is a good thing.

As far as FAW is concerned, it not only got rid of the burden of not making money, but also got the opportunity to make money in the future, and the transition was smooth, without accident;

For Changan, the marketing channels have been expanded, competitors have been reduced, and the biggest opportunity for product resources and market resources has been obtained.

As far as Mazda is concerned, it has reduced expenses and gathered superior resources, which is more conducive to concentrating on major events.

However, behind the decision that seems to be beneficial to all three parties, it is actually a helpless move for Mazda to have a hard time in the China market. There are both North and South Volkswagen and North and South Toyota. Who has heard of the merger between them?

At least since 20 18, the life of second-tier joint venture brands has become increasingly difficult, so we have heard the voices of Ford, Peugeot Citroen and of course Mazda.

In fact, "merger" means that the family business is getting smaller and smaller, and the days are tight.

Specific to the historical performance of Mazda in China market.

20/kloc-from 0/5 to 2020, Mazda sold 235,200 vehicles, 285,600 vehicles, 365,438+085,500 vehicles, 272,200 vehicles, 227,700 vehicles and 265,438+050,200 vehicles respectively.

Looking at Mazda's sales data for six consecutive years, it is not difficult to find that Mazda showed a positive growth trend 20 17 years ago, and by 20 17 years, it broke through the 3 10000 mark and reached its peak. Then gradually enter the downlink channel.

As of July this year, Mazda has completed 202 1 sales 106797 vehicles. Mazda is still likely to be unable to get rid of the "falling" problem this year.

As a "small micro" global OEM with global sales of 65,438+0.20-65,438+0.5 million vehicles, Mazda is obviously not as good as Toyota with strong financial resources, although Mazda has a longer history of building cars than Toyota.

In addition, Mazda is facing a total collapse.

According to the financial report data of Mazda in fiscal year 20021(April 2020-202 1 March), its net sales decreased by 16%, its operating profit decreased by 79.8%, and its net loss reached 3165 billion yen.

Mazda has suffered different degrees of decline in Japanese domestic market and European market.

Faced with such a dilemma, as the most direct means to solve the market problems in China, it is imperative to tighten the monetary policy, shrink the fist and be ready to go.

However, from Mazda's historical annual sales data, we seem to see a glimmer of light.

In the peak year of 20 17, Mazda reached the level of 300,000+,even though it fell to 200,000+in 20021,the decline rate was about 30%. In fact, in such a chaotic year as 2020, the sales volume of Changan Mazda is 654,380+037,300, which is not an increase, but it is stable.

This gives Mazda hope.

Contrast Beijing Hyundai, which is also mired in mud.

In the peak year of 20 15, the annual sales volume of Beijing Hyundai is1060,000 vehicles, and by 2020, it has dropped to 540,000 vehicles, a decrease of 50%.

It must be mentioned that Beijing Hyundai currently sells 18 models, while Mazda currently sells only 7 models. The production and sales cost of the layout 18 model is definitely several times that of the 7 model.

Therefore, although Mazda sells less than Beijing Hyundai, life should actually be better than Beijing Hyundai. With an annual sales volume of 200,000+,Mazda can still maintain food and clothing in the China market.

Based on the above, Mazda has no reason not to pack up and get ready. Mazda's next trip to China is doomed to be bumpy, but the light is visible.

After the merger of the two horses, the (new) Changan Mazda has thousands of favorites, hopes and burdens.

Road, how can we get wider and wider?

Mazda's problems are almost well known.

In addition to the above-mentioned models on sale, there are also models with slow updates. For example, Artz, which is on sale, has been replaced for more than 8 years; In addition, the launch of new energy vehicles is also delayed. According to Mazda's original plan, the first electric car will be launched in 2020. In fact, Mazda CX-30ev 202 1 came late, which is a veritable oil-to-electricity product; Moreover, Mazda has long been famous for its disdain for brand promotion and product marketing. In addition, Mazda's products have a tradition of love and hate: strong outside and dry inside; High mechanical quality and high noise in the car; Drive well and control well; Difficult to sit, the space is narrow.

These large and small gaps make Mazda always a lonely "ranger" outside the mainstream market.

What is Mazda doing? Neglected in business.

From the famous rotary engine in the last century, to the compression ignition engine (the mother of Mazda blue sky technology) at the beginning of 2 1 century, and now to the rear-drive platform technology.

In recent years, Mazda has left the impression that it has been working hard and staying in the era of internal combustion engines. With the influx of new car buyers and the arrival of the era of electrification and intelligence, "Ranger" seems to be getting old. I hope that the collapse of the global market and the instability of the China market are enough for Mazda to see the great changes in the world automobile manufacturing pattern.

Mazda, who grew up eating technical food, has its paranoia, but paranoia is not stupid.

In April this year, Mazda began to reorganize.

Hideyoshi Kawamura, who used to be the head of Mazda's financial planning, the vice president of Changan Mazda's finance and the business minister of China, became the new chairman of Mazda (China) Enterprise Management Co., Ltd. After taking up his new position, his primary task was to constantly improve the brand value marketing system, strengthen business changes in the sales field and promote the implementation of Mazda's business strategy in China.

In addition, according to Mazda's long-term product strategy of "Zoom-Zoom Declaration 2030", Mazda will launch 13 electric vehicles by 2025, including 5 hybrid vehicles, 5 plug-in hybrid vehicles and 3 pure electric vehicles.

At present, Mazda already has the "SKYACTIV EV" pure electric platform, and the first model of the platform will be unveiled in 2025. By 2030, all models will be electrified.

All the new cars mentioned above will be launched by Mazda all over the world, including the China market.

To be honest, due to the special plot of mazda 6, the "King of Curves", and even the love of Mazda 323 and Prima earlier, many China users don't want to see Mazda and Suzuki finally lose the China market.

Because of personality reasons, perhaps Mazda will never be as tall as the Japanese Second Field. However, this does not hinder Mazda's inherent charm. It is indomitable, thankless, imperfect, self-fulfilling, and clear about love and hate. Through its products, it reflects many people's pursuit of ideal life.

This is why Mazda ignores the maintenance of the product market so much, but still has fans.

Now the merger of the two horses is beneficial to all three parties. However, it is really good to have good users and good people. We should give Mazda a chance.