文|嗷嗷胡
是的,您没看错我也没写错,是“我们该向马自达学什么”,不是“马自达该向我们学什么”。
最近的这三四五六年,马自达在国内市场不说是望风披靡,那也是每况愈下。以至于今天的人们恐怕已经难以相信,这曾经也是一个国内绝对主流的合资大牌。
别百度,颅内快速检索一下,还能想起的马自达大事都有啥:一汽马自达落幕,一马长马合并,昂克赛拉降到8.99万,一代人的回忆马6退市停产……
“天气好极了,钱几乎没有。”
花活儿也不是没有,去年马自达跟梁家辉来了一出“世纪和解”,本意肯定是下了狠心要摘去被“堵车”梗莫名加在品牌头上的级别枷锁。
但说真的,就这几年在中国近乎沦为“others”的市场表现,要不是当年《黑金》里那句无心插柳的台词,马自达怕是连以网梗形式留在人们脑海中的机会都没有。
看似躺枪,实则大幸,你看铃木大发三菱哪个有这福气?
扯远了搂回来。近年的马自达大抵如此,而去年开始的价格战又一路打到今年,尤其是中国品牌崛起对合资阵营摧枯拉朽,两田一众BBA都有些招架不住,像马自达这样国内视角下的“边缘小厂”,似乎再上新闻就直接该是讣告了。
然而并没有。
“小厂”的春天
上个月马自达公布了2023财年(2023年4月-2024年3月)前三季度报表(报告期2023年4月-12月),中国仍是其亚洲最大的海外市场,销量同比还增长了1%。
这可能比不少人想象得要好,但显然远没到有什么学习价值的地步。
真正惊人的是,马自达这9个月卖出了约93万辆车,比上年同期大增17%。除了可能是最为弱势的中国市场没拖后腿,北美、欧洲、日本本土三喜临门,纷纷贡献了两位数的增幅。
2023年全球宏观环境是个什么情况,应该不用再提醒吧,前些天还刚刚说过豪华车市场的阴晴突变(《“向上”,国产车面前的诱人陷阱》)。
还没完,销量表现好该不会是降价砍利润砍出来的?报告期内,马自达的营业利润和净利润分别有2002亿和1655亿日元(约合96亿/80亿元RMB),同比增幅达到83%和60%,创下了历史新高。
论盈利能力,营业利润率和净利润率分别有5.6%和4.6%。一般来讲,豪华车企净利率能稳定在10%以上可说优秀;经济型品牌5%就是个坎,以经营效率著称的丰田近四年在6%-9%。
对于一家规模不大、手里又并无豪车产品的车企来讲,马自达这个水平当然谈不上多震惊,但在如今我们国人“每天担心合资倒闭”的视角下,多半猜不到人家日子还滋润着。
大家都是麻瓜,不存在魔法。马自达在欧、美、日三大市场的增长,主要归功于CX-50、CX-60和CX-90这些中大型SUV,尤其是基于全新纵置平台的CX-60、CX-90。
2021财年,平均每辆汽车为马自达贡献约224万日元营收(约合人民币13万元,汇率取17),而2023财年前三季度,平均单车收入已经达到了约383万日元(约合人民币19万元,汇率取20)。
早在2020年马自达就曾宣布,将升级并转型为更高端的豪华品牌,为此还闭关两年未推出新车(《闭关两年的马自达憋出了一大招》)。
彼时不少人都是当笑话看的,一个只剩“堵车”梗的品牌,现在突然想鸡变凤凰?并且还是在市场表现低迷而非上升期做品牌升级,怕不是“东瀛宝马”听惯了自己当真了?
但现实是马自达的升级转型,至少阶段性地有了明显进展。当下品牌高度还远没到能称“豪华品牌”的程度,但对比之前产品均价、主销级别确实有了幅度可观的提升,并对业绩表现起到了正向作用。
这样的品牌升级效率,陷入内卷死循环的国内车企哪个不想要?
不求最好,但足够独特
姑且不谈日系车企在电动化、智能化方面的保守和扭捏,毕竟这涉及到不同国家车企对不同市场的侧重程度差异。马自达的成功表明了一件事:高端化并不以加入前沿技术赛道为必要条件。
重新开发纵置平台、直六引擎、自动变速器,它用来冲高的一切重要技术都是反时代、反共识的。
论最终结果,这些既没有让马自达新车在性能表现上赢过电动车,也没有将燃油车相对电动车的弱势方面有质的缩小,这些新研发的“传统燃油技术”并不具备改变游戏规则的能力。
高端化的建立过程经常会表现出性能、技术上的优势,给人一种“只要我比以前更快更强就能更值钱”的错觉。但国内的现实已经表明,如果所有人都很快很强,那么更快更强的价值将被稀释到不可见。
反而是技术路线的独特性,其实现过程中体现出的创造性,更容易塑造出品牌的与众不同,用稀缺性而不苛求绝对的技术优越性,来寻求认同和建立溢价。
也是在财报信息中,马自达宣布已经重新组建了转子开发团队,以便让转子引擎在新的电动时代回归,即外界传了很多年的转子引擎增程动力。
转子引擎是否适合用于增程一直有争议,或者直白讲转子引擎理论上并不乏不适合做增程器的特性。已上市的MX-30增程版上的转子引擎,也并未体现出其相对于常规增程器有什么技术优势。
但这种“用另一种方式解决问题”的追求,本身就是一种价值。
“方方面面都比常规方式强”当然最理想,但哪怕在某些方面存在一些程度可容忍的劣势,转子增程器对马自达来说就仍有存在价值。换言之,当开始形成差异化路线,原有千军万马挤独木桥的评价体系就在一定程度上对这个个体失效了,“做到最好”将不再是必须的。
当追求技术优势的边际收益越来越低,差异化、独特性、人无我有也许是更值得的方向。比起概念惊艳、量产抠唆的马自达,我们的新势力其实有能力走得更远、走出更多可能。
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#3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--appmsgExtra-BG: #121212}}@media screen and (min-width:1024px){body:not(.pages_skin_pc)body:not(.pages_skin_pc){background:var(--weui-BG-2)}}@media screen 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59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--discussInput-BG: rgba(255, 255, 255, .03)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--nickName-FG: #959595}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 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.05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--appmsgExtra-BG: #121212}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]) .rich_media_content img:not(.wx_img_placeholder){filter:brightness(.8)}}a{color:#576b95;text-decoration:none;-webkit-tap-highlight-color:#0000;-webkit-user-drag:none}a{color:var(--weui-LINK)}a,button{cursor:pointer}.rich_media_content p{clear:both;min-height:1em}td p{margin:0;padding:0}@media screen and (min-width:1024px){body:not(.pages_skin_pc) :root{--appmsgPageGap: 20px;--appmsgPageBottomGap: 40px}}:root{--articleFontsize: 17px}:root{--sab: env(safe-area-inset-bottom)}:root{--wxBorderAvatarRatio: 3}:root{--discussPageGap: 20px}:root{--immersive-safe-bottom: env(safe-area-inset-bottom)}:root{--appmsgPageGap: 20px;--appmsgPageBottomGap: 40px}*{margin:0;padding:0}.rich_media_content 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