As the penetration rate of new energy vehicles has historically crossed the 50% mark, the market share of Chinese brand passenger cars has also exceeded 60% for the first time, a milestone that marks the remarkable rise of China’s automobile industry.
However, the competition between new energy and fuel vehicles, Chinese brands and joint venture brands is far from settled, and many variables and challenges coexist, indicating that the two sides still have a broad blue sea of development to be explored.
In the reshuffle of the market, some brands left the market sadly, and some enterprises flexibly adjusted their strategies to survive.
What is particularly remarkable is that pioneering enterprises such as SAIC, Xiaopeng and Zero have embarked on the journey of reverse technology export, marking the beginning of a new era of joint venture, that is, the birth of joint venture version 2.0. Under the background of this era, Chinese and foreign automobile companies need to reshape the concept and way of cooperation, from simple capital association to deeper technological integration and market co-creation.
The roles of both sides of the joint venture have also undergone a fundamental change, from foreign-led to two-wheel drive based on the demand of the Chinese market, jointly tapping the potential of the technological advantages of both sides, and striving for the synergy effect of “1: 1 > 2”.
At the same time, in the face of the new pattern of global competition, joint venture car enterprises should actively embrace the strategic vision of “in China, for the world”, not only to serve the local market, but also to expand the international territory.
win the trust and respect of global consumers with high-quality products and services.
This means that with the opening of the new era of joint venture, great changes are taking place in the mode of cooperation between Chinese and foreign automobile enterprises.
In the era of joint venture, reviewing the magnificent development of China’s automobile industry, joint venture automobile enterprises have undoubtedly played an important role.
This Sino-foreign joint venture model not only strongly drives the rapid growth of China’s automobile production and sales, but also introduces the international advanced manufacturing experience and technical essence into China, which greatly improves the overall quality and competitiveness of China’s automobile industry chain.
This is the traditional joint venture 1.
0 model under which the joint venture company mainly focuses on introducing overseas advanced technology and models into China to achieve domestic production.
Of course, this strategy undoubtedly laid a solid foundation for the rapid rise of China’s automobile industry at that time.
However, time has changed.
With the rapid development of China’s automobile industry, especially in the field of new energy vehicles, China has made major breakthroughs in the fields of power batteries, intelligent network connection, self-driving and other emerging technologies, and has become the undisputed leader in the world.
Under this background, the joint venture 2.
0 model arises at the historic moment, which indicates that China’s automobile industry will change from “technology import” in the past to “technology output” in the future, realizing a qualitative leap.
There is a general consensus in the industry that joint venture brands must deeply perceive and closely meet the unique needs of Chinese consumers and redefine the automotive products sold in the Chinese market.
Strengthening the local R & D capability and making full use of China’s rich resources and unique advantages in the field of electrification and intelligence is the key for joint venture brands to catch up and create resplendence in the new era.
It is gratifying to note that many joint venture car companies have keenly captured the changing signals of this era and have settled down in the field of electric intelligence.
For example, Beijing Hyundai conspired with Ningde era in the EV project, FAW Toyota launched the IT’S TiME 2.
0 intelligent electric hybrid dual-engine technology brand, Dongfeng Nissan unveiled and launched a new new energy strategy with four new energy concept cars, Honda China launched the Ye brand with Guangzhou Automobile Honda and Dongfeng Honda, and Dongfeng Honda launched a new pure electric brand “Lingzhi”.
This series of actions all demonstrate the ambition of the joint venture brand in the new energy track.
On the track of new energy, it’s time for joint venture brands to debut! Deng Zhitao, executive vice president of Changan Mazda, not only expresses his firm confidence in the future development of the joint venture brand, but also indicates that the joint venture brand will find new growth points and achieve a second take-off in the new era market.
However, while the shift in perception is crucial, some large and historic joint venture brands have faltered in the face of the daunting challenges of new energy transformation, making it difficult to adapt to the change quickly.
By contrast, the Mazda brand has shown extraordinary courage and determination.
Choose to join hands with Changan Automobile to jointly promote the implementation of the “Joint Venture 2.
0″ model and devote itself to the R & D and innovation of new energy models.
This move not only demonstrates Mazda’s deep commitment to the Chinese market, but also marks an important turning point in the development of its brand.
As the latest achievement of the cooperation between Mazda and Changan Automobile, EZ-6 integrates Changan Automobile’s world-leading electrified and intelligent technology on the basis of maintaining Mazda’s unique design style, “man-horse integrated” driving fun and top safety performance.
At the same time, EZ-6 will also provide pure electric BEV and incremental REEV, making it the only model in the joint venture B-class car market to provide incremental power options.
The first launch of Chang’an Mazda EZ-6 is not only the fruit of this innovative cooperation model, but also a harbinger that the joint venture brand is about to open a new chapter in the new energy track.
This milestone event not only sets a new benchmark for the entire automotive industry, but also provides valuable inspiration and reference for joint venture brands to seize the first opportunity and achieve great-leap-forward development in the global wave of new energy.
Now Mazda has completely abandoned its wait-and-see attitude and begun to accelerate the pace of cooperative investment in electric vehicles.
With the launch of EZ-6, Changan Mazda signed a cooperation agreement with Jiangning Development Zone on new energy vehicle projects, and announced that it will take this cooperation as a new starting point and continue to invest more than 10 billion yuan in research and development funds on new energy projects in the future, so as to speed up the incubation and launch of subsequent new energy models, and demonstrate its ambition and firm determination in the field of new energy.
As the most unique brand in the automobile industry, Changan Mazda brand contains the ultimate pursuit of technology and design, and echoes the adherence to the development concept of “people-oriented”.
Since its establishment, Mazda has continuously promoted the high integration of rational (technical) and perceptual (design) at the product level with the development concept of “breaking the conventional spirit of technological research and development” and “people-oriented” as the core.
This integration is not only reflected in each model’s unremitting pursuit of technological innovation, but also in its design language’s profound insight and satisfaction of human needs.
As an important partner of Mazda in China, Changan Mazda has perfectly inherited the essence of this brand and has not only won through continuous product innovation and service upgrading.
The widespread recognition and love of Chinese consumers has established a unique brand image in the market.
In the face of profound changes in the automotive industry, Changan Mazda with its keen insight, while adhering to the core values of the brand, continuous innovation and change.
From the next generation MAZDA3 Onksera to MAZDA CX-30, and then to the latest EZ-6 electric car, each model represents the latest achievements in the design and technology of Changan Mazda.
In the course of the brand development of Changan Mazda, “change” and “unchanged” are always two major themes that complement each other.
What remains unchanged is to stick to the core DNA of the brand, which includes the unique visual enjoyment brought by “soul movement” design aesthetics, the pleasant driving experience created by the concept of “integration of human and horse”, as well as the exquisite craftsmanship and unremitting pursuit of quality embodied in “car-building skills” and “craftsmanship”.
These four aspects are not only the precious wealth accumulated by Mazda in the course of one hundred years of development, but also the essence of its brand.
What has changed is the keen capture and rapid response to market trends, as well as the active exploration and application of new technologies and new models.
In the face of the trend of electric and intelligent industry, Mazda actively seeks change and is committed to driving brand development with scientific and technological innovation.
It is under this background that EZ-6 came into being.
It not only inherits the core essence of Mazda brand, but also makes a significant breakthrough in technological innovation.
On the one hand, Changan Mazda adheres to the concept of long-term development, pays attention to the accumulation and inheritance of brand value, and is committed to providing consumers with high-quality and high-value automotive products and services.
on the other hand, Changan Mazda also pays attention to the performance and feedback of the current market, through flexible market strategies and efficient operation management to ensure the competitiveness and influence of the brand in the current market.
For EZ-6, an automobile brand with a long history and profound heritage, or its joint venture partner Changan Mazda in the Chinese market, the birth of Mazda is not only the launch of a new model, but also marks a new starting point, but also the key to solve the contradiction between “inheritance and innovation”.
This model not only carries the important task of inheritance and innovation of the classic Mazda MAZDA 6 in the electric era, but also a key step for the joint venture brand Changan Mazda in the electric and intelligent tide.
As its first electric vehicle based on pure electric digital platform, its strategic significance and market value should not be underestimated.
The advent of EZ-6 is a positive response of Changan Mazda after a deep insight into the future development trend of the automobile industry.
Through this new model, which combines technology, aesthetics and humanized design, Changan Mazda aims to show the industry and consumers that even in the electric era, the brand can still adhere to the core concept of “people-oriented”.
Committed to providing users with a driving experience that exceeds expectations.
It is not only an electric car, but also a modern interpretation and sublimation of the pleasure of driving a traditional fuel car, so that every consumer who loves driving and pursues quality of life can not only enjoy the green travel brought by the electric car, but also feel the long-lost heart and passion, so that their spiritual world becomes more colorful and shining because of EZ-6.
According to the definition of the new value standard, in today’s new energy vehicle market, foreign brands have set foot in the field of electrification, showing unprecedented vitality and determination to change.
Tesla leads the industry trend with his subversive technological innovation and has become a symbol of electric transformation.
At the same time, traditional car giants such as BMW, Volkswagen and Toyota have launched electric models in an effort to occupy a place in this emerging market.
However, after in-depth observation, it is not difficult to find that, in addition to Tesla, the forerunner, many foreign brands still adopt the product model of “changing oil to electricity” in the field of new energy, trying to respond quickly to market demand.
this limits their in-depth innovation in the field of electrification to a certain extent.
In the face of this situation Changan Mazda chose a different path.
With the new electric model EZ-6, Changan Mazda offers consumers a third option-a model not only based on its own pure electric digital platform, but also deeply integrated with the unique DNA of the joint venture brand.
This initiative not only demonstrates Changan Mazda’s forward-looking vision in the field of new energy, but also reflects its profound insight and unique response to market demand.
The innovation of EZ-6 goes far beyond technological breakthroughs.
It lies in the ultimate pursuit and profound insight into the user experience.
With the full support of Mazda’s parent company, EZ-6 inherits Mazda’s profound heritage in styling design, dynamic performance tuning, safety and quality control.
These elements constitute the core competitiveness of the Mazda brand, and it is also an important cornerstone of its uniqueness in the automotive industry.
At the same time, Changan Automobile provides advanced “three electricity” technology for EZ-6.
The injection of this technology gives EZ-6 an intelligent electric soul and makes it reach a new height in terms of technology and user experience.
In the integration of the four key areas of “cabin, driving, calculation and union”, the engineering team of Changan Mazda has played a vital role.
They not only skillfully integrated the essence of Mazda’s modeling design and dynamic adjustment with Changan’s “three electricity” technology, but also carried out in-depth optimization according to the needs of Chinese consumers.
The depth and breadth of this integration work not only demonstrates the unique advantages of Changan Mazda compared with other joint ventures, but also is the key for EZ-6 to bring a new experience to users.
As the first new energy flagship car of Changan Mazda’s fully transformed electrified track, EZ-6 did not fall into the trap of “technology first”, that is, excessive pursuit of technical redundancy and high-end product parameters, resulting in users having to pay for unnecessary technology, while avoiding the endless “parameter war” in the market.
On the contrary, EZ-6 adheres to the development concept of “experience first”, starting from the daily usage scenarios and needs of users, ensuring that all technical designs and parameters serve the actual experience and needs of users.
This concept is reflected in every detail of EZ-6, whether it is its unique “soul” design aesthetics, so that users can feel different at a glance, or comparable to the “man-horse” handling experience of fuel cars, so that users can also enjoy the pleasure of driving in corners in the electric era.
Interesting.
At the same time, Mazda’s deep safety knowledge in the field of fuel vehicles has also been fully applied to the EZ-6, providing users with all-round safety guarantees.
In addition, the EZ-6 also adopts mature and market-tested solutions in smart cockpit and smart driving, ensuring users ‘convenience and comfort during use.
This all-round user experience optimization allows EZ-6 to establish new five new value standards in the joint venture new energy field: design, control, safety, quality, and intelligence.
However, the innovation of EZ-6 does not stop at technological integration.
Changan Mazda’s advantages in integration work are further reflected in its strong manufacturing capabilities and R & D capabilities.
As Mazda’s best overseas factory and Mazda’s only overseas product research and development center, Changan Mazda has many experienced senior manufacturing engineers.
Their professional skills and professionalism not only provide a solid guarantee for the high-quality production of EZ-6, but also lay a solid foundation for its continuous innovation in the field of new energy.
It can be said that the successful roll-out of the Chang ‘an Mazda EZ-6 is like dropping a brand new stone in this winding river, arousing layers of ripples and heralding new changes and opportunities.
This is not only the birth of a model, but also an important milestone in the development of Changan Mazda, marking that it stands at a new starting point and is ready to go.
This moment is not only a key step for Changan Mazda to accelerate its transformation into a new energy strategy, but also a new beginning in the joint venture new energy field, indicating the in-depth layout and active exploration of the joint venture brand on the new energy track.
Faced with major changes in the automotive industry unseen in a century, Changan Mazda took the EZ-6 as a starting point and demonstrated its determination and strength to take a long-term view and practice hard internal skills.
Just like those brands that have stood firm in the long river of history, Changan Mazda also knows that only by adhering to long-term doctrine and continuous innovation can we remain invincible in the fierce market competition.
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