Mazda 2012 Annual Report Download - page 22

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2009
Sales Volume
Thousands of units / %
2010 2011 2012 2013 (Outlook)
219
4.6 4.5 4.5
4.3
221 206 206 225
Review of Operations
Total demand in the Japanese market grew 3%, to 4.75 million units. Despite the
effect of the Great East Japan Earthquake in the first half of the year, and limited
production from the flooding in Thailand, and global economic stagnation in the
second half, demand rose on the effects of tax reductions and subsidies that ran
through the end of the fiscal year. Although sales were weak during the first half as a
result of the Great East Japan Earthquake, Mazda introduced new, SKYACTIV-
equipped models of the Mazda Demio and Mazda Axela, and our sales volume was
roughly flat with the previous year at 206,000 units. As a result, our market share
declined 0.2 percentage point, to 4.3%.
Sales of the SKYACTIV-equipped Demio, launched in July 2011, reached roughly
56,000 units by the fiscal year-end (for a monthly average of approximately 6,200
units), surpassing our sales plan of 6,000 units per month. Sales of the SKYACTIV-
equipped Axela were strong as well, totaling roughly 12,000 units from October 2011
to the end of the fiscal year (approximately 2,000 units per month). Orders for the
new CX-5, released in February 2012, reached approximately 16,000 units in the two
months following the release, surpassing our full-year sales plan of 12,000 units. In
addition, diesel engine vehicles accounted for roughly 80% of orders, far exceeding
our initial target of 50%.
Our plan for sales volume in the fiscal year March 2013 is for a 9% increase to 225,000
units. In addition to strong sales of the new CX-5, we see this coming from the release of
the new Mazda Atenza within 2012 and stepped up sales promotion activities.
In terms of sales, we will strengthen our cooperation with sales companies and put
even greater effort into sales activities from a customer perspective. We intend to
increase sales of strong products equipped with SKYACTIV technology by further
raising the quality of dealer service and enhancing brand value.
Japan
Sales volume
Market share
(Years ended March 31)
Mazda Annual Report 2012
20