Two weeks ago, the Chang’an Mazda Nanjing factory held the MAZDA 6e launch ceremony. This model’s mass production marks a significant shift for Chang’an Mazda. It also establishes Mazda’s new global strategy. The two shifts received further confirmation from speeches by Chang’an Automobile Chairman Zhu Huarong, Mazda President Akira Marumoto, and Chang’an Mazda President Matsuda Hideki. The outside world received clearer signals. As the only new energy production base for Chang’an Mazda, the Nanjing factory plays a crucial strategic role. It undertakes the implementation of Mazda’s “Double Hundred” strategy.
Starting Point for the “Double Hundred Doubling” Strategy In the era of new energy, both partners must consider the future of their joint venture and Mazda’s global operations. Mazda’s answer involves investing unprecedented strategic resources to seize opportunities for survival and growth. Simply put, this means investing 10 billion in the new energy sector and achieving 10 billion in overseas trade, leading to a doubling of corporate value. These three elements form a logical, sequential value chain. The starting point lies in the closer cooperation between Changan and Mazda. The MAZDA 6e, produced at the Nanjing plant, showcases the deep integration of each partner’s strengths in technology and engineering resources. This collaboration has transformed Mazda’s capabilities. As the demand in the new energy market evolves, Mazda faces a challenge: how to maintain its unique brand identity—Kodo design and Jinba Ittai driving experience—on the new energy platform. According to Masahiro Moro, Changan’s advanced electric and intelligent technologies blend with Mazda’s design and handling expertise. This combination allows users to experience “life’s joy” through “driving pleasure.” The MAZDA 6e has completed high-speed testing on Germany’s unrestricted highways. Its rigid body and 50:50 weight distribution ensure stability and smoothness at high speeds. With a minimum turning radius of 5.6 meters, the MAZDA 6e excels in both high-speed scenarios and tight mountain roads, as well as narrow old city streets. The Mazda 6e boasts top-tier passive safety features. It has a cage structure with 7 horizontal and 5 vertical beams. The car uses six 1500 MPa ultra-high-strength steel doors and six crash beams. The body consists of 86% high-strength steel. It includes nine airbags, with a total volume of 350 liters and a protective area exceeding 25,000 square centimeters, ensuring safety for all passengers. Mazda 6e offers a seamless driving experience. It leverages Changan Auto’s advanced electric technology. This enhances its competitiveness in the European market, placing it in the top tier. Mazda’s global operation system defines its brand assets. Changan Mazda serves as the global base for Mazda’s new energy development. This partnership benefits from a top-tier supply chain, including CATL batteries and Bosch. Changan and Mazda have moved beyond traditional joint ventures. They rely on Chinese R&D to enhance the joint brand, focusing on battery safety and efficient electric drives, known as “reverse joint ventures.” Joint development has cut Mazda’s electric R&D cycle by 40% and reduced costs by 35%. Mazda’s technology licensing revenue has risen to 12%, an 8 percentage point increase from independent R&D. In China, the joint research institute in Nanjing has improved the CX-50 hybrid’s range by 23% compared to imported models. This transformation stems from China’s shift from “following” to “leading” in the automotive industry. Mazda President Akira Marumoto expresses confidence in launching a new SUV model in 2025. This will follow the third and fourth new energy models. Mazda’s development pace has never been so tight. Changan Mazda has shifted its positioning from a joint venture car company to a “global new energy technology innovation base.” It produces vehicles in Nanjing. The Nanjing plant features highly automated stamping, welding, painting, and assembly processes. It also has advanced digital quality inspection systems and management platforms. This ensures precise control over the entire production process. Additionally, Changan Mazda has built a comprehensive support system around the Nanjing plant, covering everything from electric systems to intelligent networking technology. This lays a solid foundation for the global competitiveness of the MAZDA 6e. Given these developments, the Nanjing plant naturally assumes the role of an “export center.” This marks a shift in Mazda’s operations in China. The focus now extends from a market-oriented “production, sales, and service” system to a global “co-creation of technology and shared sales” system. The chain has lengthened, and the scope has expanded. This move sets a model for the joint venture model in China’s automotive industry. After the launch ceremony, Changan Chairman Zhu Huarong stated that “Changan and Mazda maintain a strong strategic partnership. Their strategic goals, business philosophies, product technologies, and global expansion efforts align closely. They share mutual trust, openness, and collaboration, setting a benchmark for a new era of joint ventures.” With this cooperative foundation, Mazda aims to achieve its ambitious “double hundred” goal. Changan Mazda’s Executive Vice President, Deng Zhitao, announced that starting in 2024, the company will launch at least one new energy product each year. They will also accelerate overseas exports. By 2027, Changan Mazda aims to increase sales from 80,000 to 300,000 units. New energy vehicles will account for 90% of sales.
Mazda targets the global market with a “dual drive.” Its global operational experience supports Changan Mazda’s efforts. First, the MAZDA 6e meets EU regulations and carbon footprint standards through its design, especially the three-electric system. Second, Mazda expands into global markets by first entering Europe, then moving to ASEAN countries like Thailand. This approach may seem unconventional to Chinese companies, but it makes sense for Mazda. The MAZDA 6e meets both Chinese and European standards. Europe, with over 30% penetration of new energy vehicles, fits Mazda’s target market from the start. The MAZDA 6e emphasizes driving experience, low carbon, and intelligence, appealing to European consumers. Mazda enjoys a strong brand reputation in Europe, with a clear and recognizable image. The MAZDA 6e enhances brand characteristics. From a brand operation perspective, launching new products in the largest target market is a key strategy.
The ASEAN market has always welcomed Japanese brands. Recently, the rise of Chinese electric and smart brands has shaken this perception. Mazda enters the market with pure electric smart control as its selling point. It can leverage the new energy wave to strengthen brand recognition. Mazda excels in this carefully chosen strategy. Its global experience provides a solid methodology. Changan Automobile is also working hard in the European market this year. The two sides share high strategic trust. They can collaborate and even have potential for tacit cooperation in market development. Amid the US-China and US-EU tariff wars, the EU quickly proposed negotiations with China based on the lowest price. This replaces last year’s tariff plan on Chinese electric vehicles. Last year’s tariffs affected both Changan and Mazda’s new energy products in China. This structural policy shift coincides with both companies targeting the European market, presenting a historic opportunity. The “Double Hundred Doubling” strategy is both Changan Mazda’s foundation in the new era and Mazda’s global strategy. They integrate their technologies and leverage China’s manufacturing capabilities to create products that meet global standards. Mazda fulfills its commitment to the Chinese market and implements a new round of global strategic layout. Their collaboration significantly enhances the speed of technology and product iteration, boosting Changan Mazda’s competitiveness. With this foundation, Changan Mazda is poised to transform from a traditional joint venture into a key player in the global new energy competition.