Mazda 2012 Annual Report Download - page 23

North America
Europe
2009
Sales Volume
Thousands of units/%
2010 2011 2012
107
240
97
210
104
238
104
268
105
285
2.0 1.9 2.0 2.0
2013 (Outlook)
Sales volume in U.S.
Sales volume in Canada and others
Market share in U.S.
2009
Sales Volume
Thousands of units/%
2010 2011 2012
322
1.7
1.3 1.2
1.0
239 212 183 185
2013 (Outlook)
Sales volume
Market share
Total demand grew 9%, to 13.20 million units in the United States, and rose 3%, to 1.61
million units, in Canada. Mazda’s North American sales volume increased 9%, to
372,000 units. We recorded large growth in the United States, with a 12% increase to
268,000 units, on a full-year contribution from the Mazda2 and the launches of the
new, SKYACTIV-equipped Mazda3 and CX-5 in the second half. Our market share was
roughly flat from the previous year at 2.0%. In Canada, our sales volume declined
4%, to 72,000 units, and our market share decreased 0.4 percentage point, to 4.4%,
as a result of intensive competition through incentives. Since entering the market,
our sales volume and market share in Mexico have shown steady increases, and for
the year, our sales volume rose 14%, to 30,000 units, and our market share grew 0.2
percentage point, to 3.3%.
Orders for the new CX-5, released in North America in February 2012, have been
trending ahead of plan. Strong customer interest is also demonstrated by the fact
that showroom traffic and Internet searches are surpassing our expectations.
For the fiscal year March 2013, we are planning for a 6% increase in sales volume
in the United States, to 285,000 units, with market share remaining flat at 2.0%, on
full-year contributions from the new, SKYACTIV-equipped Mazda3 and CX-5. Our plan
for Canada is for a 7% increase in sales volume, to 77,000 units, driven by the new,
SKYACTIV-equipped Mazda3 and CX-5.
We intend to utilize the product strength of SKYACTIV-equipped cars to sell without
discounting, while at the same time improving residual value. Our policy going
forward of further enhancing brand value by curtailing incentives and reducing fleet
sales is unchanged.
Despite lower demand in southern Europe, strong economies in areas including
Russia and Germany led to a 1% increase in total European demand, to 18.50 million
units. Mazda’s sales volume declined 14%, to 183,000 units, and our market share
contracted 0.2 percentage point, to 1.0%, as supplies were restricted by the Great
East Japan Earthquake. There was also an impact from the fact that our models sold
in Europe have been on the market for some time, which combined with the yen’s
appreciation weakened our competitiveness. In Germany, however, sales in February
and March 2012 were higher year-on-year as a result of stepped up sales promotions
since the beginning of 2012 and the launch of the new CX-5. The new CX-5, which we
launched in Europe during the fourth quarter, is off to a solid start, with roughly
7,000 units sold in major countries like Russia and Germany within the fiscal year.
We see sales volume bottoming out in the fiscal year March 2013, primarily from the
new CX-5, Europe’s first SKYACTIV-equipped model, and new model launches going
forward, and our plan is for a 1% increase, to 185,000 units. We began our campaign
for the new CX-5 with test drives for local staff and journalists one year prior to the
launch, as a way of deepening their understanding of SKYACTIV technology. This
enabled us to fully present the appeal of SKYACTIV technology to customers, and
orders are outpacing our plan by a wide margin. We intend to commence full-scale
sales in southern Europe going forward, with the aim of further increasing sales.
(Years ended March 31)
(Years ended March 31)
Mazda Annual Report 2012 21