In China's increasingly competitive new energy vehicle market, user operations and maintaining brand loyalty have become the focus of attention for automakers.
Changan Mazda recently launched its 2025 Fan Festival series of promotional activities, announcing that it is the first fan festival specially designed for new energy vehicle users, while highlighting two main new energy vehicle models - the EZ-60 SUV and the EZ-6 sedan.
The MAZDA EZ-60 offers two powertrain options: pure electric and range-extended, with a total of 6 configurations and 7 body colors, and an official price range of 119,900 to 160,900 yuan.
MAZDA EZ-6 has announced an official price reduction, with the starting price for all models adjusted to 119,800 yuan. The company positions it as a "benchmark for value in joint venture new energy B-segment sedans," highlighting its "unique dual-powertrain + top-tier safety features in its class."
It is reported that the EZ-60 sold 3,317 units within four days of its launch. Changan Mazda attributed the strong sales to the combined effects of technological breakthroughs, accurate pricing, market positioning, and brand synergy, proving to the industry that joint venture brands can still provide users with a "third option" that is different from emerging forces and mainstream domestic models in the new energy vehicle market, thanks to their profound technological foundation and exquisite manufacturing processes.
Changan Mazda also announced that well-known artist Cyndi Wang will serve as the product ambassador for the EZ-60 and has already become a car owner. The official statement describes this as a "two-way journey" between an "idol of the times" and a "good car of the times".
Since its inception in 2016, the Changan Mazda Fan Festival has been held for seven sessions, gradually building a communication platform between the brand and its four million users and a large number of "Mazda fans".
The Changan Mazda 2025 Fan Festival and a series of product benefits, safety technologies, and social marketing activities surrounding the two main models clearly demonstrate the strategy of this long-established joint venture in the new energy era: while grasping its core genes such as handling, safety, and design, it adjusts its market strategy, strengthens user communication, and attempts to establish a new positioning at the value level.
