马自达中国董事长渡部宣彦曾经说过：马自达不会参加价格战，马自达的理念是价值营销。这句话很好理解，意思就是马自达不会降价，而真正懂马自达价值的人，哪怕是价格高一点，他们都会心甘情愿掏钱，也就是所谓的为信仰充值。（下图渡部宣彦）
马自达直言绝不降价，但事实证明，降价才能提升销量！马自达的理想很美好，但现实是残酷的。就拿马自达CX-8来说，这辆车就受到了市场的冷落。CX-8是马自达中大型SUV，售价25.88万-33.08万元，售价相当高。没有优惠的CX-8销量惨淡，如今每个月只能卖出大约200台。
对于广大中国消费者而言，没有优惠就意味着没有吸引力。坚持不降价的马自达，它的价值营销进展十分艰难，毕竟中国只有少部分人是忠实的马自达拥护者。马自达想要改变市场以及用户，但目前的马自达并没有这种实力。
很多时候，车企能做的只有适应市场以及用户。上个月，各大经销商降价抛售国五库存车，而马自达经销商也终于顶不住压力了。在某些地区，上个月国五阿特兹优惠3万是常态，CX-4优惠是1万左右。
终于有优惠的马自达（但也仅限于上个月），它终于止住了销量下滑的势头。根据数据显示，今年6月马自达在中国总销量为19574台，同比上涨1.4%。其中一汽马自达为7460台，而长安马自达为12114台。事实证明，降价能够促进销量上的增长，但凡多一些优惠，马自达在中国会发展的更好。
不过目前来说，马自达的态度很坚定，马自达表示：能够接受销量上的下滑，但绝对不会采取降价措施。马自达是固执的，它所坚持的价值营销被它奉为真理，至于结果到底如何，现在还不好说。只是通过数据来看，不降价销量下滑，一降价销量就上涨。
值得一提的是，马自达旗下阿特兹迎来了改款。全新一代阿特兹已在国内发布，外观全面升级，且还符合国六标准。按照马自达一贯作风来看，这款全新阿特兹也是个高傲的主，想等优惠估计没戏。
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