On September 26, the 2026 Changan Mazda Fan Festival and the MAZDA EZ-60 Laser Edition Launch Event were held in Zhuhai. Against the backdrop of joint venture brands generally facing a slow pace of new energy transformation and insufficient user recognition, Changan Mazda not only launched the EZ-60 Laser Edition with advanced intelligent driving, but also simultaneously implemented service benefits covering both new and existing users, systematic user operations, and a clear brand value proposition. From product upgrades to service empathy, and then to the accumulation of brand culture, Changan Mazda is taking "long-termism" as its core and forging a differentiated path for joint venture new energy transformation.
No Betrayal of Existing Users: Lifetime Warranty for Three Electric Systems Enjoyed by Both New and Existing Users
The 2027 EZ-60 offers a total of 9 models, including 4 Laser Edition models equipped with an intelligent driving assistance system, covering both extended-range and pure electric powertrain versions. To give back to the support and trust of the vast Mazda fan base, Changan Mazda simultaneously launched 7 major car purchase benefits, effectively lowering the threshold and enhancing the car ownership experience from both the purchase and usage ends.
To give back to users for their long-term support, Changan Mazda simultaneously launched seven major car purchase benefits, with the core highlight being that the lifetime warranty for three electric systems and lifetime zero-combustion benefits now achieve full coverage for both new and existing users — all existing owners of EZ-60 and EZ-6 models only need to return to the store to sign a supplementary agreement to enjoy the same benefits. In addition, it includes multiple benefits such as a trade-in subsidy of up to 6,000 yuan, an expansion fund deduction of up to 7,400 yuan for the Laser Edition, free configuration upgrades, a 300-yuan optional equipment fund, and interest-free financing policies, reducing user costs throughout the entire cycle from purchase to usage.
Fujihashi Minoru, Vice President of Sales and General Manager of the Sales Branch of Changan Mazda Automobile, delivered new car keys to representatives of the first batch of major order users of the EZ-60 Laser Edition. From excitement to conviction, from placing an order to taking delivery, behind every key is a firm trust in Changan Mazda.
In the era of stock competition, the value of user retention and word-of-mouth has long surpassed mere new customer growth. Currently, many brands in the industry tend to focus on attracting new customers when launching new products or adjusting prices, neglecting the rights of existing users, and even creating a "backstabbing" phenomenon for users through "configuration upgrades and price reductions." Changan Mazda's move to simultaneously extend core warranty benefits to all existing car owners breaks the industry convention of "newcomers enjoy benefits, old-timers are set aside," essentially representing a shift from "single-transaction thinking" to "user lifetime value thinking," and is also the core underlying logic behind its fan culture lasting for ten years.
Transformation Results Continue to Show: New Energy Accounts for Over Half, Outperforming the Industry Overall
The electrification transformation of joint venture brands has been almost a collective challenge over the past few years: slow product introduction pace, lagging localization response, and long decision-making chains have caused many joint venture enterprises to fall behind independent brands on the new energy track. Changan Mazda's approach to solving the problem is to first redefine its own identity.
Wu Xuxi, Executive Deputy General Manager of Changan Mazda Automobile Sales Branch, stated: "2026 is a year of striving forward and accelerating transformation. Changan Mazda has transformed from a pure product-import joint venture company into a new joint venture company integrating product import plus Mazda global new energy R&D, manufacturing, and export."
Data shows: from January to August this year, Changan Mazda's sales increased by 20% year-on-year, outperforming the market overall by 38 percentage points, with full-year sales expected to increase by 25% year-on-year; new energy products accounted for 57% of sales, with penetration exceeding half, making it a leader in new energy transformation among the joint venture camp. Among them, the EZ-60 has clinched the sales champion title among joint venture new energy mid-size SUVs for 7 consecutive months since its launch, with market recognition continuing to rise.
[Wu Xuxi, Executive Deputy General Manager of Changan Mazda Automobile Sales Branch]
It is worth noting that Changan Mazda has completed its identity transformation from a pure product-import joint venture company to an integrated new joint venture company featuring "product import + global new energy R&D + manufacturing + export." This means its new energy transformation is not simply local product deployment, but deep integration into Mazda's global new energy system, with the capability to reverse-export to global markets.
Over the past few years, joint venture brands have generally been slow to respond in the new energy market, mostly testing the waters with single "oil-to-electric" conversion products, with market share continuously squeezed by independent brands. Changan Mazda's transformation results prove that joint venture brands, as long as they find the right product rhythm and align with local user needs, still possess strong market competitiveness. A new energy sales proportion exceeding 50% marks that Changan Mazda has smoothly crossed the transformation tipping point and entered a new stage of new energy-driven overall growth.
Intelligent Driving Returns to the Essence of Experience: Scenario-Based Validation Solidifies the Safety Bottom Line
Over the past two years, the communication narrative for intelligent assisted driving has been almost entirely filled with parameters: how many TOPS, how many lidar units, how many cameras. But as hardware costs rapidly decline and lidar enters the thousand-yuan range, parameters are no longer the threshold — what users truly perceive is whether the system can "do the right thing" in complex road conditions. Changan Mazda has chosen a relatively restrained route — not competing for the ultimate in parameters, but for the correctness of experience, focusing on the timing of judgment, the reasonableness of decisions, and the completeness of execution, rather than the length of the hardware list.
In Changan Mazda's view, intelligent driving should not stop at the stacking of hardware and parameters, but should return to the "correctness" of user experience — the right timing, the right judgment, the right decision, the right execution. The EZ-60 Laser Edition uses lidar as its core perception foundation, paired with 11 high-definition cameras, 12 ultrasonic radars, and 3 millimeter-wave radars, building a full-domain perception network to achieve full coverage of dual-domain navigation on highways and in urban areas.
At the functional level, it achieves full coverage of dual-domain navigation on highways and in urban areas: in highway scenarios, it supports lane changes, obstacle avoidance, on/off ramps, and entering/exiting service areas across the full speed range of 0-130km/h; in urban scenarios, relying on Tencent lane-level navigation and an end-to-end architecture, it calmly handles complex road conditions such as cut-ins, construction, and narrow roads, and will subsequently launch a "follow-along companion" function via OTA. Intelligent parking covers more than 300 parking space scenarios, with upgraded "close-door park-in" and "memory parking" functions, greatly reducing the parking burden.
In the field of intelligent parking, the EZ-60 Laser Edition's all-scenario parking system covers more than 300 parking space scenarios including perpendicular, parallel, herringbone, ramp, and curved spaces, all of which can automatically... On the safety level, the EZ-60 Laser Edition is equipped with 25 active safety assistance functions, optimizing AEB performance for high-frequency daily risk scenarios, covering stationary vehicles, pedestrians, cyclists, "ghost probe" scenarios, and achieving "AEB & AES brake-and-steer integration," simultaneously steering to avoid when braking is insufficient. Before launch, the new car jointly completed 11 real high-risk scenario consecutive challenges of "mountain narrow curves + rainy night highways" with CATARC, passing all and obtaining the TOP Intelligence Intelligent Safety Challenge certificate. Unlike conventional single-item testing, this test adopted combined working conditions and continuous scenario mode, fully simulating extreme conditions with multiple overlapping risks in real traffic.
Based on confidence in product safety quality, the EZ-60 Laser Edition jointly completed 11 real high-risk scenario consecutive challenges of "mountain narrow curves + rainy night highways" with CATARC before launch, and all challenges were successfully passed, obtaining the TOP Intelligence Intelligent Safety Challenge certificate, safeguarding users with authoritative real-world testing. Unlike conventional single-item independent testing, this test adopted combined working conditions, continuous scenarios, and seamless connection mode — before one risk ended, the next risk already appeared, fully simulating extreme conditions with multiple overlapping dangers in real traffic.
[Wang Junlei, Chief Expert of China Automotive Technology and Research Center Co., Ltd. and Chief Engineer of CATARC Information Technology (Tianjin) Co., Ltd., presented the certificate to the EZ-60 Laser Edition]
Ten Years of Brand Culture Accumulation: Long-Termism Builds User Emotional Resonance
Changan Mazda's ten years of persistence have allowed the Fan Festival to accumulate super popularity among the million-strong Mazda fan community, and have also simultaneously promoted the arrival of Mazda's global fan festival. This year's Fan Festival coincides with the tenth anniversary of the Changan Mazda Fan Festival. In addition to the product launch, a series of user and brand activities also conveyed a clear brand warmth. Liang Ka-Fai, spokesperson for Changan Mazda's new energy products, shared his "long-termism" insights from a 45-year acting career on site, echoing Mazda's century-old car-making philosophy; the first batch of Chinese Mazda fans received invitations to Mazda's global fan festival and will represent Chinese users on the global stage; "Green Sprout Program" university student representatives took the stage for the first time, achieving intergenerational inheritance of brand spirit. At the same time, the first MAZDA Driving Experience Camp was officially opened, and will be held in multiple locations across the country, allowing users to experience the "Jinba Ittai" driving DNA in real scenarios.
[Matsuda Hidehisa (first from left), President of Changan Mazda Automobile Co., Ltd., presented invitations to users participating in the global fan festival]
["Thousand-Faced Best Actor" Liang Ka-Fai shares his "long-termism" story]
["Green Sprout Program" students take the stage at the Changan Mazda Fan Festival]
In the era of electrification, product homogenization trends are intensifying, and brand culture and user identity have become core differentiated competitiveness. Changan Mazda's ten-year persistence with the Fan Festival is not a simple marketing activity, but the construction of a user culture system from emotional resonance to experience implementation. From the inheritance of the "Jinba Ittai" driving DNA, to the value resonance of "long-termism," to user interaction at the global level, the brand has not lost itself in the electrification transformation, but instead formed a warmer user mindset.
Summary: In 2026, as the price war and product cadence continue to accelerate, "long-termism" is transforming from a brand slogan into a scarce competitiveness. Ten years of Fan Festivals, a million Mazda fans, a user stage from China to the world — these user assets that cannot be exchanged for the price of a single car are precisely the parts of joint venture brands that are hardest to replicate in the new energy era.
From the first Fan Festival in 2016 to the 2026 Fan Festival; from one car to a complete global-standard car-making system; from the Chinese market to the global stage — Changan Mazda has always used the patience of "long-termism" to spend time on what is worthwhile. In the future, Changan Mazda will continue to root itself in the Chinese market, uphold the "Jinba Ittai" driving DNA and globally unified safety quality, and with better new energy products and services, join hands with a million Mazda fans to embark on a new journey together.
