Mazda 2011 Annual Report Download - page 47

Mazda’s sales volume declined 12%, to 212,000 units,
reflecting lower demand in major countries with the exception
of Russia and intensification of sales competition. In the major
countries for Mazda, sales volume declined in the United
Kingdom on structural changes in demand and a weaker
economic environment. In Germany, however, despite weak
demand following the end of scrapping incentives, Mazda
increased its market share, boosted by sales of the new
Mazda5 and CX-7. In Russia, improvements of our product
supply and our enhanced product strength, combined with a
recovery in demand, led to a 29% increase in sales volume.
In terms of products, the Mazda2 is the most mass-market
car in Europe, but nevertheless the sales were negatively
impacted by a decline in the segment demand and price
increases due to the yen’s appreciation. On the other hand,
sales of the new diesel CX-7, introduced in the previous year,
rose by a solid 52%. In addition, we have begun to introduce
diesel versions of the new Mazda5, following the gasoline
model introduced in October 2010, and this has led to an
increase in both sales volume and market share in major
markets including Germany.
March 2012 Fiscal Year Forecast
We are forecasting roughly flat total demand for Europe as a
whole. The European economy remains weak in general, but
we are looking for a gradual recovery in total demand in
countries including Germany and Austria. We also expect
demand in Russia to recover to pre-economic-crisis levels.
Our sales plan is for a 5% decline, to 202,000 units. In
Germany, we expect sales to be roughly flat at 46,000 units, and
in Russia we are planning for a 38% increase to 40,000 units.
In terms of sales, we will work to attract customers and
increase residual value through the aggressive introductions
of limited-edition vehicles and measures to enhance brand
value. Particularly in Russia, where demand continues to grow,
we aim to further increase sales by effectively developing
resources on business. We will continue to improve and
strengthen our sales network, and at the same time launch
campaigns for the introduction of SKYACTIV TECHNOLOGY.
Through these efforts, we aim to raise the overall level of
European sales by further bolstering Mazda’s strengths in
major markets, and improving business efficiency.
(China)
Overview of March 201 1 Fiscal Year Results
Total demand grew 18%, to 18.40 million. High growth was
maintained on the expansion of models eligible for “eco-car”
incentives, and a rush in demand before the end of tax
reductions at the end of 2010 and the implementation of
regulation for new vehicles registration in Beijing.
Mazda achieved record sales, led by main models including
the Mazda3 and Mazda6, for 20% growth to a record 236,000
units. By market on a calendar year basis, China has surpassed
Japan and the United States as Mazda’s largest market. We
maintained our market share at the previous year’s 1.3% level.
The reasons for the strong sales of the Mazda3 are the
building of a production structure to address growing demand
by the transfer of production from Chongqing to the Nanjing
Plant, and the Mazda3’s certification for the eco-car subsidy
program. The reasons for the strong sales of the Mazda6 are
the success of a strategy of concurrently selling the current
and the previous model, and of sales promotion activities held
in connection with test drive events and motor shows. In
addition, the introduction of the Mazda8 in December 2010
helped to strengthen the product lineup and expand the
customer base.
2008 2009 2010 2011 2012
327 322
1.5 1.7
1.3
239
212 202
1.2
Sales volume in Europe
Thousands of units / %
(Years ended March 31)
(Outlook) 2008 2009 2010 2011 2012
101
135
1.1 1.4
1.3
196
236
270
1.3
Sales volume in China
Thousands of units / %
(Years ended March 31)
(Outlook)
Sales volume Market share Sales volume Market share
Mazda Annual Report 201 1 45