Mazda 2011 Annual Report Download - page 20

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We expect global demand for automobiles to continue to grow over the long term, but with significant
changes in the makeup of that demand. China has recently surpassed the United States as the
world’s largest automobile market, and demand in emerging markets like Brazil, the world’s fourth-
largest market, and India is overtaking demand in the developed markets such as Japan, the United
States, and Europe.
Both automobile and parts manufacturers in developed markets continue to shift their production
and development functions to emerging markets, and we believe the success or failure of business
strategies in emerging markets will have a major impact on an automaker’s future growth.
Mazda entered the Chinese market in earnest in 2001, and in the 2010 calendar year it became our
largest single market by sales volume. As an update to our Framework for Medium- and Long-Term
Initiatives, we announced in June 201 1 that we would strengthen our activities in the ASEAN market,
establish a vehicle production facility in Mexico, and enter the Brazilian market.
What is the key for the future?
ANSWER 2
Emerging Market Strategy
Pursuing a growth strategy, primarily in China and the ASEAN market,
while strengthening the business in Central and South America as a third pillar
SPECIAL FEATURE
18 Mazda Annual Report 201 1