Mazda 2011 Annual Report Download - page 48

Steady progress is also being made in strengthening the
sales network. The number of showrooms was increased by 48
over the course of the year, to 312. Going forward, we will
continue to expand our presence along the coast, while at the
same time accelerate showroom openings in inland regions.
March 2012 Fiscal Year Forecast
Our estimate for total demand is for a roughly 10% increase, to
20.00 million units. Nevertheless, the growth rate has been
slowing during the first half of 201 1 from the steep rise in gasoline
prices and regulation for new vehicles registration in Beijing, so
we will be closely watching developments going forward.
We are planning for a 14% increase in sales volume, to
270,000 units, with a 0.1 percentage point increase in market
share, to 1.4%. To reach this, we will work to increase sales
volume by introducing a new Mazda3, and continue to
proactively expand our sales network and carry out sales
promotion activities closely tied to local regions. In addition,
beginning with the move to local production of the new
Mazda3, we will consider increasing production capacity to the
400,000-unit level. We also intend to expand the sales network
to more than 370 showrooms, focusing on rapidly growing
inland regions, within 201 1.
(Other Markets)
Overview of March 201 1 Fiscal Year Results and March
2012 Fiscal Year Forecast
Mazda’s sales volume in other markets rose 20%, to 277,000
units. This strong result included record sales volume in
Australia, Thailand, Indonesia, Malaysia, and Chile. Our plan
for the March 2012 fiscal year is for sales of 280,000 units.
Results and forecasts for Mazda’s major countries in this
segment are as follows.
Australia
Total demand in the March 201 1 fiscal year rose 6%, to
1,032,000 units. Mazda’s sales grew 8%, to a record 87,000
units, on strong sales of the Mazda2, Mazda3, and CX-7. Our
market share also rose 0.2 percentage points, to a record 8.4%.
We expect total demand in the March 2012 fiscal year to
grow 1%, to 1,041,000 units. Our sales plan is for a 4% increase,
to 90,000 units, with a market share of 8.6%. We will work to
achieve this plan through launches of a new Mazda3 with
SKYACTIV TECHNOLOGY and a new BT-50 produced at
AutoAlliance (Thailand) from the second quarter.
Thailand
Total demand in the March 201 1 fiscal year rose 43%, to 871,000
units. Led by strong sales of the Mazda2 and BT-50, Mazda’s
sales volume grew 1 13%, to a record 38,000 units. Our market
share also rose 1.4 percentage points, to a record 4.4%. The
launch of a Mazda2 sedan at the end of the previous fiscal year
gave our B-segment lineup both a five-door hatchback and a
sedan, enhancing Mazda’s market presence and brand value.
For the March 2012 fiscal year, we are forecasting a 2%
decline in total demand, to 856,000 units. Our sales plan is for
a 9% increase, to 42,000 units, with a 4.9% market share.
With our brand strength having been established by the
current Mazda3, we are looking to further increase sales with
the addition of a new Mazda3.
Israel
Total demand rose 26%, to 230,000 units. Mazda’s sales
volume grew 1%, to 32,000 units, on solid sales of the Mazda3
and the Mazda2 sedan. This also marked the 15th consecutive
year (calendar year basis) in which Mazda ranked No.1 in Israel
for automobile sales volume. Our market share declined 3.4
percentage points, to 13.8%.
We expect total demand in the March 2012 fiscal year to
decline 13%, to 200,000 units. Our sales plan is for a 7%
decline, to 30,000 units.
2008 2009 2010 2011 2012
273
238 230
277 280
Sales volume in other markets
Thousands of units
(Years ended March 31)
(Outlook)
MANAGEMENT REVIEW
46 Mazda Annual Report 201 1