Mazda 2007 Annual Report Download - page 38
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Review of Operations
In fiscal 2006, total demand in Japan
declined 4.1%, to 5.62 million units, due to
an 8.3% decline in the registered vehicle
market, while mini-vehicle demand
expanded 4.2%. Owing to sluggish
demands, Mazda’s sales in Japan fell 8.6%,
to 261,000 units, causing our domestic
market share to slip 0.3 percentage point
to 4.6%.
We introduced the Mazda CX-7—a new
crossover SUV—into the market in
December 2006. In January 2007, we
launched the new Mazda Familia Van and
the Mazda Titan, both featuring environ-
mentally friendly performance upgrades.
The Mazda CX-7, which sports an athletic
exterior design and delivers dynamic driving
performance, demonstrated its strong
customer appeal by selling an average of
820 units per month, exceeding our forecast.
During the year, we refreshed models
already on the market, added new variations
and designed special-feature models. The
Mazda3 and Mazda Verisa delivered solid
sales performance, and the Mazda MPV,
fully upgraded in February 2006, posted a
4.6% sales increase. Now available with a
2.3-liter DISI turbo engine, the Mazda MPV
earned the Eco-Products Promotion
Council Chairman’s Prize 2006 by delivering
top-class environmental performance.
(Retail sales basis)
Retail Sales (Thousands of units)
Market Share (%)
Unit Sales (Japan)
20062005200420032002
261
285
284
277
267
4.6
4.9
4.9
4.7
4.6
We also continued to expand our sales
networks. We opened 14 new-car
dealerships in fiscal 2006, bringing to 36
the number of dealerships added during
the Mazda Momentum Plan period and
exceeding the plan’s target of 30. We
focused on launching new dealerships in
open areas, while at the same time
reconfiguring our existing dealership
coverage to take advantage of demand
trends and reinforcing the quality of our
sales network.
Mazda has now finished the makeover
of 200 domestic dealerships, in an effort to
better embody the Mazda brand. Also, at
700 outlets we have now deployed our
Visual IT Presentation to enhance the
Mazda brand–customer interface.
Various indices that measure Mazda’s
customer satisfaction progressed steadily.
We will continue to push forward in both
the hard and the soft aspects of our
business as we strive to reinforce the
“Zoom-Zoom” spirit in the Japanese
marketplace.
Japan