Where is Yu Hongjiang away from any steam Mazda Road?

"FAW is not thin, I will not serve any FAW competitor, this time to go it alone." This is typical of Hongjiang-style grammar, simple, direct, and a few points northeastern unique lakes and lakes.

On the afternoon of the 9th of this month, Yu Hongjiang disclosed the fact that he would unload the deputy general manager of Mazda Sales Corporation of Airbus in his personal microblog.

Sceptics are starting to worry that FAW Mazda may not have prospects.

A mature company in the Yu's label system will not be in trouble because of the departure of an executive, but the joint venture apparently has been labeled with too many labels.

Yu Hongjiang, 41, is widely regarded as a brain-breathing guy. He is good at creating topics, some are superstitious about the internet, and business has always been happy to act as a market price spoiler, and he always wins surprises. In March 2008, the first time he showed his sensitivity to the market. Every month, 1800 Mazda3 hatchbacks imported from Mazda's Hofu factory are sold at a lower price than Sagitar and Corolla. The former rapidly occupied 18% of FAW's Mazda annual sales and became the highest single car model in imported vehicles. In fact, this is still a plan of two birds with one stone. "By borrowing from the Mazda 3, the users who plan to buy Corolla know that they can buy a Mazda6 B-class car by adding 10,000 yuan." Yu Hongjiang said, "If everyone can think this way, they will reach the Mazda3 hatchback and Mazda6. Win-win."

In the price tricks are always tried and true. Earlier this year, those manufacturers who plan to raise the price of their cars due to insufficient production capacity have found that their strategy may lead buyers to the arms of competitors. The 6-balloon, 8-sensor parking radar, but only Ruijie elite version priced at 179,800 yuan, began to appear in the franchise Mazda store, they even lower the terminal price of Mazda6 to 14 million range, with Sagitar Or the Civic got a cake.

Breaking the rules and seizing a larger share at a low price is a irresistible attraction for Hongjiang.

The dilemma of product dilemma in Hongjiang is still not difficult to find.

Since March 2005, the company has been in charge of FAW Mazda for 8 years. It is difficult to get rid of the company's over-monotonous situation most of the time. Almost only a Mazda6 model is used to support the situation, so that Mazda China will import Mazda3 imported models to Chang’an. When Mazda channeled, FAW executives were very angry.

Mazda is not a car manufacturer with enough product lines. It is not easy to balance the interests of the two north-south joint ventures in a limited product sequence.

"Mazda's position in China is the most unique, and no one is like this." Yu Hongjiang never avoided talking about this topic, "Mazda believes that FAW is good at playing brands, all of their high-end brands are assigned to the FAW side Changan is a miniature car, so all cheap cars are assigned to Changan."

However, FAW Mazda, which has a more profitable high-end model, is not at ease.

“VW and Toyota’s layout in China is based on the fact that both north and south lines are from high to low, and Chang’an and FAW are precisely two extremes. This has also caused Mazda’s current product line layout in China. —Changan Mazda's threshold for extending to major cities is getting higher and higher. For FAW Mazda, the cheapest model is also about 140,000 yuan. It becomes very difficult to cover a small city.” Yu Hongjiang said frankly. Feelings of hands and feet are difficult to reach in cities with good future development potential."

At the beginning of the establishment of FAW Mazda Sales Co., Ltd. in 2005, Mazda hoped to form a strategic partnership with FAW in the production field. Due to being regarded as a subsidiary of Ford Motor Company, this wish has not yet been reached. Mazda only owns 40% of the shares of FAW Mazda Sales Co., Ltd. It is totally unable to spur manufacturing profits, and this has led to difficulties in its localization. After eight years of production, the Mazda 6 core components, the engine and gearbox, still cannot be made domestically. The cost of assembling the engine is even higher than that of direct imports.

This also makes the price war that Hong Jiang initiated every time had to risk losing profits.

After the successor shuts down the United States with huge losses, Mazda may have to rely more on emerging markets to meet its huge ambition to sell 1.7 million cars in 2015. The largest emerging market in the world, China, will achieve 400,000 vehicles. However, Mazda's slow performance growth here is obvious to all. Its plan to sell 300,000 vehicles in 2010 is unlikely to be reached this year.

Can Tian Qingji, successor, smooth out these troubles?

42-year-old Tian Qing-kuo is known as the "Samurai Saburo." After being transformed from a factory system to a modern company system by FAW Group, he was appointed by FAW as the head of the Dafa project of the FAW Toyota Project Team and was responsible for the sales of the Dafa brand in China. Unfortunately, Daihatsu soon lost control of the Chinese market because it has not been able to open up. As the deputy general manager of marketing for FAW Jilin Automobile Co., Ltd., Tian Qingjiu began to take care of the Xenia business, which was produced in a technically authorized manner, and let FAW produce it. Jilin's sales volume doubled in two years, and Senya became the sales champion of the small-sized MPV market in 2010.

Compared with his predecessor Yu Hongjiang, Tian Qingjiu was fortunate in that the product layout of FAW Mazda in China has basically taken shape - based on the sedan products Ruiyi and Mazda6, supplemented by market segments, covering the SUV, MPV and sports car market segments. .

However, the sharp decline in the performance of FAW Mazda's company in July this year still casts an uncertain shadow on Tian Qingjiu’s succession. In the same month, Mazda6, the mainstay model, was sold at a low price, contracting 46.76% year-on-year to 4,491 units, and Ruiyi's drop as high as 25.3% to 2,678 units. Even Mazda8 failed to meet Hongjiang's expectations. In July, it sold only 536 units.

Recently, Mazda (China) Co., Ltd. announced the company's performance in China today, from January to August total sales of 136,465 units, a year-on-year decrease of 5%, including FAW Mazda total sales of 88,316 vehicles, a year-on-year decrease of 5%; Changan Mazda sales 48,149 vehicles, a year-on-year decrease of 6%.

Perhaps Tian Qingjiu came to confirm Martin Luderkin's sentence - evaluating a person's scale is not his performance in good times, but his actions in adversity.