The unsellable "Japanese BMW", Mazda, replaces its leader to save the situation.

The "personnel earthquake" in the automotive circle often foreshadows a brand's fate turnaround more than the launch of new cars.

On November 17th, Changan Mazda issued an appointment, pushing Wang Xiaoling, a veteran who has been deeply involved in the Changan system for 20 years, to the forefront to take over as the company's executive vice - president. This is not a simple personnel rotation but a desperate attempt to survive in a critical situation where sales have been continuously declining and the company has seriously fallen behind in electrification.

The legends and praises about Mazda belong to the past. The "Japanese BMW," which was once renowned for its appearance and handling, is now lingering on the verge of collapse. Can Wang Xiaoling, the new leader with the dual tasks of "product + brand," rescue Changan Mazda from its predicament? All eyes are on the first move she is about to make.

01

Mazda Loses Momentum in China

Data reveals the harsh reality. In recent years, Changan Mazda's sales curve has shown a startling downward trend. From the peak of 132,400 vehicles in 2021, it has dropped all the way to 75,700 vehicles in 2024, almost halving.

In 2025, the downward trend has not been completely halted. From January to February, sales decreased by 20.97% year - on - year. Data shows that Changan Mazda's sales rebounded in the following months this year. However, whether this rebound can continue and become a sustained trend, allowing Mazda to return to its peak in China, remains to be further observed.

Image source: Screenshot of the announcement

In the four years when Mazda faded from the sight of Chinese consumers, it was also the four years when China's new energy vehicles made rapid progress. While new car - making forces represented by BYD, "NIO, XPeng, and Li Auto" and traditional automakers were competing in terms of configuration, price, and technology in the new energy vehicle market, Changan Mazda's product portfolio remained in the era of fuel - powered vehicles for a long time.

The brand's main models, such as CX - 5, CX - 50, and Mazda3 Axela, are still well - known in the market mainly in their fuel - powered versions. In the minds of some consumers, Mazda is almost unassociated with popular labels such as "electric" and "intelligent." The gap in product strength has become the most direct trigger for the decline in sales.

In addition, as Mazda's once - renowned selling point, driving pleasure is no longer the sole concern of the current mainstream car - buying group. Currently, intelligent cockpits and assisted driving have become the core factors influencing Chinese consumers' car - buying decisions. Mazda's image still remains at the "cornering philosophy," and this mismatch between brand narrative and market demand is also the reason why the brand's emotional appeal is gradually losing its effect.

In the core price range of 100,000 to 200,000 yuan, Changan Mazda is being squeezed by Chinese domestic brands from both sides. On one hand, BYD and others have cost and technological advantages brought by vertically integrated supply chains, achieving "electric cars cheaper than fuel cars" in the entry - level market of 100,000 yuan. On the other hand, new Chinese brand forces such as Leapmotor and Deepal are rapidly encroaching on market share with more intelligent configurations, faster iteration speeds, and products that better understand Chinese users.

The once - glorious joint - venture halo has quickly faded, and Changan Mazda's living space has been severely squeezed. When the most loyal fan group has become almost the only source of customers, frequent quality disputes have continuously damaged the brand's reputation, further narrowing Changan Mazda's foothold.

A third - party automobile quality complaint platform shows that there have been more than 270 complaints against Changan Mazda in the past six months. The main problems reported by consumers include cooling system failures, steering system failures, and audio - visual system failures.

Image source: Screenshot of the complaint platform

02

The "Firefighter" Is Deployed

In times of crisis, Changan Automobile sent Wang Xiaoling.

This change of the core figure comes at a crucial turning point in Changan Mazda's development. Her predecessor, Deng Zhitao, set the goal of achieving an annual production and sales volume of 300,000 new energy vehicles by 2027 and becoming the top joint - venture new energy brand during his tenure and promoted the launch of the new energy sedan EZ - 6.

These achievements are both the foundation for Wang Xiaoling's work and bring her considerable pressure. As she takes on this new role, the outside world has higher expectations for the brand.

Her resume is, to some extent, "tailor - made" for saving Changan Mazda. Wang Xiaoling started her career in product planning within the Changan system, which may mean that she has an innate intuition about what products the Chinese market needs.

More importantly, as a senior insider, her advantage may lie in integrating Mazda's global technological assets with the local needs of the Chinese market, such as larger space, longer battery life, and more user - friendly intelligent configurations, to avoid the embarrassment of "building cars behind closed doors."

Image source: Changan Mazda

However, the key problem is that she may not have much time for trial and error and room for adjustment. Every task on her to - do list after taking office must be completed against the clock.

According to the official plan, she will focus on three major tasks, including accelerating the R & D and launch of Changan Mazda's subsequent new energy products, strengthening the differentiated perception of Mazda's new energy brand in the Chinese market, and establishing Changan Mazda's strategic position as Mazda's global new energy R & D, production, and export base.

Looking back at Mazda's journey in catching up with the new energy trend, in April 2023, Changan Mazda announced a cooperation with Changan Automobile to launch locally - made new energy vehicles in China. In October 2024, Changan Mazda's first new energy sedan, EZ - 6, was launched. In September this year, the brand's first global new energy SUV, Changan Mazda EZ - 60, was launched.

In terms of sales, in October this year, Mazda's sales in China reached 11,376 vehicles, a month - on - month increase of 52%. Among them, the sales of Mazda EZ - 60 and EZ - 6 were 4,565 and 2,312 respectively.

Although the single - month sales performance has improved, in the eyes of the outside world, this is mainly due to the low price of 119,800 yuan for the extended - range version of EZ - 60, rather than Mazda's brand image.

Wang Xiaoling needs to fundamentally stimulate Chinese consumers' purchasing desire and repackage Mazda's "sporty" gene. In the new energy era, Mazda may not only need to retain its precise chassis and steering feel but also emphasize its integration with high - level intelligent driving assistance systems to achieve driving pleasure with technological support.

The change of leadership at Changan Mazda is an active attempt to change in despair. Wang Xiaoling's appointment bears the heavy responsibility of driving up sales and restarting the growth engine. The window period left by the market for her is rapidly closing. The next year will be the "Normandy moment" for her and Changan Mazda: if successful, they can return to the mainstream with new electric products; if they fail, they may further slide to the edge in the world's most competitive Chinese market.

This article is from the WeChat official account "Phoenix Finance". Author: Phoenix Finance. Republished by 36Kr with permission.