Mazda 2011 Annual Report Download - page 45

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Specifically, we are pursuing advances in environmental and
safety technologies through our Building Block Strategy, centered
on improving the car’s basic performance through the develop-
ment of new-generation powertrains (the engine and transmis sion)
and the implementation of such initiatives as reducing the car’s
weight, and gradually adding electrical devices like idling stop
systems, regenerative braking technologies, and hybrid systems.
In March 2010, we reached an agreement with Toyota Motor
Corporation to use Toyota’s hybrid technology under license,
with the aim of a 2013 domestic launch of hybrid vehicles that
combine a hybrid system and SKYACTIV engine. In addition, in
January 201 1 we announced the internal develop ment of an
electric vehicle based on the Demio, with plans to commence
domestic leasing from the spring of 2012. Mazda has also
announced a new design theme called KODO—Soul of Motion,
along with the Mazda SHINARI, a design concept car that
embodies the new design theme. The Mazda MINAGI concept car,
which combines SKYACTIV TECHNOLOGY with KODO—Soul of
Motion, was exhibited at the Geneva Motor Show in March 201 1.
In April, a mass-production version of the Mazda MINAGI was
announced as the Mazda CX-5. The new CX-5 compact,
crossover SUV will be added to the global lineup in 2012 as the
first product to fully incorporate SKYACTIV TECHNOLOGY.
Review of Operations by Market
(Japan)
Overview of March 201 1 Fiscal Year Results
Total demand for the year declined 6%, to 4.60 million units.
Demand during the first half was significantly higher than the
previous year due to the effect of subsidy programs, but with
the end of those programs combined with the effect of the
Great East Japan Earthquake, the market showed a major
contraction in the second half.
Mazda’s sales volume declined 7%, to 206,000 units. Sales
volume and market share grew during the first half by the
launch of the new Premacy and by proactive sales promotions
to capture as much of the increase in demand from subsidy
programs as possible. On the other hand, as the second-half
downturn in the wake of the subsidies’ end was greater than
anticipated, we strove to maintain sales volume with the
introduction of limited-edition vehicles along with continuing
sales promotions, especially for minivans. As a result, Mazda
maintained its previous market share of 4.5%.
The new Premacy, introduced in July, has been well received,
particularly by families, and sales have far exceeded plan. The
main selling points have been the car’s “attractive exterior
design,” “superior environmental functions including i-stop,” “a
variety of possible seat arrangements,” and “ease of driving.”
Mazda’s proprietary “i-stop” idling stop system has proven
especially popular among environmentally conscious families,
and is being installed in a large portion of minivans, with
installation rates at roughly 90% for the Biante and roughly
70% for the Premacy. This has also been very successful in
building the Mazda brand, based on Sustainable Zoom-Zoom
of providing all customers with driving pleasure along with
outstanding environmental and safety performance.
March 2012 Fiscal Year Forecast
Total demand in the March 2012 fiscal year will be affected by
automakers’ ability to supply products as production recovers
going forward, but with weakened consumer sentiment, we
expect the environment for sales to remain difficult.
Mazda is planning for sales volume of 207,000 units, which
is roughly flat with the March 201 1 fiscal year. Beginning with
the new Demio released in June 201 1, the introduction of
new-generation models equipped with SKYACTIV TECHNOLOGY
2008 2009 2010 2011 2012
256
219
4.8 4.6 4.5
221 206 207
4.5
Sales volume in Japan
Thousands of units / %
(Years ended March 31)
(Outlook)
2007 2008 2009 2010 2011
107.6 114.4
3.3 3.3 3.8
96.0
85.2 91.0
3.9 3.9
Research and development costs /
Share of net sales
Billions of yen / %
(Years ended March 31)
Research and development costs
Share of net sales
Sales volume Market share
Mazda Annual Report 201 1 43