把Lexus當成假想敵!馬自達推新車款 - 汽車
By Eartha
at 2022-03-04T23:22
at 2022-03-04T23:22
Table of Contents
原文連結:https://reurl.cc/oeAZ6g
原文內容:
每一個汽車品牌都有它本身所具備的品牌價值與品牌高度,而這也成為消費市場對高端與
大眾化品牌的區別依據。然而走平價路線的大眾化品牌可不見得甘心一輩子都走不出去、
無法晉身上流,好比創立於1930年代、賣了大半輩子平價車的Toyota於1989年時全新推出
Lexus品牌,定位精準、目標明確地就是要擠進高端與歐系豪華對幹。儘管翻轉品牌這條
路崎嶇難行,但經過多年努力,Lexus總算是熬出頭,它不僅是日系品牌中晉身上流之路
走得比較像樣,更可說是業界唯一標竿。
如今, 同樣來自日本的Mazda似乎也看到改變命運的契機,雖不能說它想照著Lexus的路
子有樣學樣,但顯然Mazda認為自己的品牌被低估了。Mazda英國分公司總經理Jeremy
Thomson近期接受當地權威車媒Autocar採訪表示,Mazda具有卓越的產品陣容,不僅外觀
華美並且獲得多個安全獎項與肯定,眼前除了即將推出的CX-50與CX-60等一系列新車,未
來車型更將以新的後驅平台為基礎,搭配新世代直六引擎,朝向高端市場邁進。Thomson認為,我們希望成為消費者在傳統主流豪華品牌中的另一個選項,Mazda的目標不
是那些德系豪華品牌,但他強烈認為其在日本高檔品牌中應佔有一席之地,這需要一些時
間來實現,而Mazda正試圖找到一個與目前所處、有所不同的戰略位置。
該怎麼做呢?Thomson說,從質量、造型到技術等我們所能提供給車主的一切都非常關鍵
,例如,強調將日本紡織品、楓木和Nappa皮革等優質材料運用在內飾中就是Mazda的強項
,我們要遵循以「汽車作為藝術」的概念,努力打造融入禪意與美學的產品,並成為客戶
所渴望。此外,運動特性亦是品牌的一大特點,以駕駛為核心的信念不該是陳詞濫調,而
是需要具體實踐的品牌價值,好比人馬一體的代表作MX-5便是最佳例子。
要與成功晉身豪華領域33年之久的Lexus相抗衡對Mazda而言無疑是項艱鉅任務,但如果聚
焦Mazda 的各項獨特優勢,並融入創新元素後再加以包裝,要擠身高大上與Lexus同享華
麗光環並非全無可能,就讓我們拭目以待吧!
心得/說明:Mazda感覺是玩真的 坐過同事的CX5 隔音質感是真的不錯
不過我是好奇
他是打算全部車款都升級變豪華品牌? 還是推幾款車進軍豪華品牌?
全部車款升級豪華品牌 這樣價格不就要往上漲 這樣不怕流失原本客戶嗎?
*轉錄新聞/情報,必須附上原文及網址連結及心得或意見30字(不含標點符號)*
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