Mazda 2011 Annual Report Download - page 46

constitutes a major part of our sales plan, and we expect these
vehicles to enhance the Mazda brand as products that embody
Sustainable Zoom-Zoom.
The new Demio has achieved a superior drive with excellent
fuel economy of 30km/L (10-15 mode). After the earthquake,
purchasing behavior showed clear trends of “increased
priority for fuel economy” and “downsizing.” Taking advantage
of this opportunity, we will proactively promote the new
Demio’s superior driving performance along with the fuel
economy achieved with SKYACTIV TECHNOLOGY, and aim to
sell 6,000 units per month.
In terms of sales, we will continue to work as a group to
further strengthen our cooperation with sales companies and
carry out sales activities based on a customer perspective.
Specifically, we will work to further raise brand loyalty and
brand value by enhancing showrooms and staffing—our
primary point of contact with customers—and by creating a
strong link between customers and Mazda over the course
of lifecycles.
(North America)
Overview of March 201 1 Fiscal Year Results
Total demand in the United States rose 12%, to 12.10 million
units, and in Canada demand rose 4%, to 1.56 million units.
Mazda’s North American sales volume grew 12%, to 342,000
units. U.S. sales volume grew 13%, to 238,000 units, driven by
sales of major models, and our market share rose 0.1
percentage point, to 2.0%. Sales volume in Canada was
roughly flat at 75,000 units, but our market share declined 0.2
percentage points, to 4.8%. The decline in Canadian market
share was primarily because of intensified competition in the
C-segment (compact car), which makes up roughly half of the
Canadian passenger vehicle market. In Mexico, our strategy
for strengthening the brand made steady inroads, and driven
by strong sales of the Mazda3, we achieved record sales
volume and market share.
In terms of products, the Mazda3, Mazda6, CX-7, and CX-9
showed solid growth in sales volume. In addition, the Mazda2,
which had a full-scale launch in August 2010, has shown solid
growth since 201 1 in the United States as a result of aggressive
sales promotions and a segment shift in line with higher
gasoline prices.
In terms of sales, we continued to enhance brand value by
curtailing incentives. The Mazda3 and CX-9 were top in their
segments for residual value percentage. The CX-9 was
recognized by ALG*1 with its 201 1 award for having the highest
residual value in its segment. Mazda also rose to 5th place,
from 18th place in the previous year, in the 201 1 IQS ranking by
J.D. Power and Associates*2, showing that activities that have
been underway to improve quality are yielding results.
*1 Automotive Lease Guide, Inc.
*2 J.D. Power and Associates, 201 1 Initial Quality StudySM
March 2012 Fiscal Year Forecast
We are forecasting a 6% increase in U.S. demand, to 12.80
million units, and 1% growth in Canadian demand, to 1.57
million units.
We expect Mazda’s sales volume in the United States to be
roughly flat at 240,000 units, with a 1.9% market share, and
in Canada we are also planning for basically flat sales volume
at 74,000 units, with a 4.7% market share. We expect solid
sales to continue in Mexico on the strength of our brand and
products, and are forecasting further growth in sales volume
and market share.
In terms of products, we plan to launch a new Mazda3 in the
fall, as the first car equipped with SKYACTIV TECHNOLOGY for
the North American market. We intend to ensure the strong
competitiveness by equipping the Mazda3, which accounts for
approximately 30% of North American sales, with this new-
generation technology early.
Our policy of further enhancing brand value through
curtailed incentives and reduced fleet sales remains
unchanged going forward. By strengthening the certified
used car programs, we will also work to further improve
brand value by increasing residual value.
(Europe)
Overview of March 201 1 Fiscal Year Results
Total demand was roughly unchanged from the previous year,
at 18.00 million units. Scrapping incentives in Russia spurred
demand, absorbing the decline in other European countries
after the end of government measures that supported sales.
1.9 2.0 1.9 2.0
2008 2009 2010 2011 2012
406
111
107 97 104 106
240
238
210
240
295
347
307 342 346
Sales volume in North America
Thousands of units / %
(Years ended March 31)
(Outlook)
U.S. Canada and others Market share in U.S.
MANAGEMENT REVIEW
44 Mazda Annual Report 201 1