Mid-level cars can never get rid of the curse of "no one cares about high-end cars"。There are many cases where sales are concentrated on mid- to low-end entry-level models，With the exception of Atez。The new Atez since its launch，its 2.5L version sales accounted for an astonishing 70%，Become a height that is difficult to reach for mid-size cars。What secrets are hidden behind this？

1. Products and brands need to be highly consistent

If Atez 2.The reason why the 5L is so popular is simply due to Mazda’s charming “Chuangchi Blue Sky” technology

Just，Unique technology is not a necessary factor to support high sales volume，Otherwise, the new Teana wouldn’t be so embarrassing。Past，The sound of nature gives Chinese consumers the impression of business、Comfort first，Nissan’s brand image in China has always been insulated from sports，So when the new generation Teana tries to emphasize sportiness through high-performance engines，The brand cannot support the product，The product cannot echo the brand，There is a misalignment between the brand and the product，It is this kind of misalignment that puts Tianlai in a position of "seeking movement but not getting it"，In an awkward position where I want to be comfortable but can’t。

The dislocation of Tianlai not only affects the flagship model，At the same time, it affects the entry-level models that are already very popular，This should be the most typical case of incompatibility between products and brands nowadays。

There is pursuit but not good，Although this positioning can achieve better overall sales，But it will also make the brand image unclear。Consumers are more willing to buy low-end models，means consumers are more price sensitive，No loyalty to the brand，They can easily move to other brands when changing cars，Therefore more easily replaced。

Mazda will not，The essence of Mazda is driving，The brand image is particularly clear。Now it is trying to create a "refined movement"，Let consumers accept its luxury，What the Mazda brand expresses is complete、Comprehensively reflected in Atez。

Atez is the best spokesperson for Mazda’s “man and horse” concept。It considers the relaxation state of the driver's leg muscles from the most inconspicuous organ accelerator pedal，Enter the head-up cockpit to completely focus on driving and avoid distraction；From an engine that can maintain speed more stably to a transmission with the largest global lock-up and the smartest shifting，Atez conveys a strong sporting connotation almost the moment the driver sits on it。

For the “trendy luxury” Atez is creating now，One article creates texture through beautiful and exquisite appearance and car paint，Two Atez Nappa leather seats、Hokkaido bolt wood、OSVI?Nu material enhances the atmosphere，Three articles provide increasingly quiet and comfortable cabins to show luxury。Through specific product performance，Let consumers recognize everything that the Mazda brand wants to express。

It can be said，It is a recognition of the sportiness and luxury of Atez，Consumers are more willing to choose Atez 2.5L high configuration。

2. The combination of technology and overall

With changes in consumer trends，seabet appToday’s consumers are more willing to buy products that have technological advantages，The development of various advanced technologies can help mid-size cars gain better attention and sales。This trend is not limited to cars，Mobile phone、The same goes for computers。

Nissan once thought，Depend on carrying 2.0T variable compression ratio turbocharged engine, this "black technology"，can bring strong attention and product power to Tianlai，At the same time, it can also support the sporty positioning of this generation of Teana。Heaven does not follow people’s wishes，Tiana did not achieve the success it deserved，The reason is that apart from the engine, there is no set of gearboxes that highlight sportiness，There is no matching chassis and steering besides power。

Easy to find，Most products do not form an overall concept in terms of technology or product development，Engine、Gearbox、Chassis fragmentation exists。

"Ordinary cars" develop engines separately、Gearbox、Chassis、Body structure，But if you want to make an "excellent car", you must break the rules，Start from scratch，Mazda realizes that the chassis has not yet been introduced in the automotive industry、Power、structure、A case of simultaneous R&D and transformation of gearboxes，This case ultimately formed Mazda’s concept of “whole”。

This is how Atez was born。The "Chuangchi Blue Sky" carried by Atez is a whole，It includes almost all advanced technologies，The combination of these technologies revolves around the driver’s experience。It can be said，Atez is a mid-level car in its class that does not feel the split personality。

Vehicle-based overall sense，The new generation of Atez even has upgraded GVC Plus is a technology that is regarded as “black technology”。If Atez’s overall sense was still relatively abstract in the past，GVC The emergence of Plus directly conveys the overall feeling to consumers，The loads on the four wheels are different when cornering，GVC Plus is like a brain，Control the power of the engine and gearbox，Reduce the chassis roll angle，Thereby reducing the discomfort to passengers。

It is precisely because of this non-division，A development philosophy that emphasizes the combination of technology and overall performance，Give Atez an unsurpassed performance in driving at the same level，Becomes the benchmark for sports performance at the same level。

3. Emotional fit between users and products

When Atez first appeared，Everyone is amazed by its design and texture，Also agrees that Soul Red is the color that best represents Mazda，Even if there is an additional fee，Consumers are still happy with it，To get the most beautiful Atez。When a product is good enough，Consumers will not be stingy with their wallets，After all, it is human nature to pursue beauty。

Atez2.The reason behind seabet iothe popularity of 5L sales，is consumers’ recognition of the Mazda brand，is the recognition of motion positioning，At the same time, they also recognized Mazda’s efforts for Atez，Strong efforts to improve even a little bit of control。

In order to have better grip and roll，Atez chose R19 wheels, which are rare in its class，Its excellent chassis can even surpass competitors with much higher horsepower in corners，It has the smartest gearbox in its class、The best control texture，All these make consumers realize that Atez has great potential。

It is in recognition of these efforts，Consumers are becoming more confident 2.5L high-end engine can better tap the potential，Completely showing all the control advantages of Atez。

FAW Mazda realized consumer demand and immediately made adjustments，We hope that more consumers can feel the charm of Atez’s complete driving control experience，Under the condition of ensuring the coordinated configuration of power，5L Blue Sky Sports Edition.5L Blue Sky Sports Edition，You can get such a car that reflects the pure spirit of Mazda for no more than 200,000，This is also rare at the same level。

Facts prove that FAW Mazda’s decision is correct，2.5L Blue Sky Sports Edition has become the favorite target of many consumers as soon as it was launched，But FAW Mazda didn’t stop there，It hopes that more and more consumers will experience the other side of Mazda’s luxury，So a new generation of Atez arrives with a new look。

If we talk about the past Atez 2.5L sales are higher because people recognize the sportiness of Atez，Then after the launch of the new Atez，2.5L high-end configuration sales climbed to 70%，means that its emphasis on luxury has also been recognized by the market。

Luxury is not a pile of materials，The new Atez’s sense of luxury is divided into two parts:

Part 1，By continuing to optimize the design of the interior cockpit，Create a strong sense of penetration，With increasingly concise and capable design，Achieved the same level as appearance。At the same time, Atez uses a large number of materials that are not used in the same level to create the interior atmosphere，Such as surface color、Osivir with stable gloss?Nu premium fabric，And rich in history、Hokkaido cork wood material with stable performance，The luxury created by Atez is not superficial，But it has gone through many vicissitudes、Long-lasting thick texture。

Part 2，Exercise will make the chassis tend to be sensitive，Clear sense of road，Increased noise，Atez hopes to show sophistication in sports，So we have also made great efforts to eliminate these "motor syndromes"。In order to prevent the chassis from being overly sensitive，Atez took the tire deformation into consideration this time，Also optimized shock absorption，This gives Atez obvious comfort and quietness at low speeds，seabet loginAlso reduces the transmission of noise。To reduce noise，Atez goes deep into the body structure to strengthen key parts，So the body has better torsional rigidity and strength during high-speed operation，Suppress the generation of noise from the source，At the same time, more and more sound insulation configurations have been added。

The market response confirmed the correctness of this decision。One is that the overall power of Atez has been enhanced, giving it the ability to compete head-on with models of the same class，Second Atez continues to deepen the value expression of Mazda’s high-end configuration through luxury and sports。So，Atez uses the Blue Sky Sports Edition to compete for some customers who care about sports，Compete for some customers who care about luxury through the respected version。High allocation ratio from 50% to 70%，Mazda’s luxury may be just like its sportiness，Accepting for consumers。

Summary

Excellent marketing makes the Mazda brand deeply rooted in people's hearts，Become what consumers need most now、The most controllable brand。In addition to creating a sports benchmark as always，Atez is also constantly evolving，Make up for shortcomings，Make it more luxurious、Quiet、Comfortable。Coupled with FAW Mazda’s delicate grasp of consumer demand，Lowering the price threshold for consumers to experience pure Atez，Atez is realizing "taking advantage of the niche"，The ideal of "for the public".