Mazda 2012 Annual Report Download - page 24

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2009
Sales Volume
Thousands of units
2010 2011 2012
238 230
277 263 285
2013 (Outlook)
Sales volume
2009
Sales Volume
Thousands of units/%
2010 2011 2012
135
1.4
1.3 1.3
1.2
196
236 223
255
2013 (Outlook)
Sales volume
Market share
Total demand in China was 18.50 million units, reflecting accelerated purchasing
ahead of tax breaks that ended in December 2010, restrictions on the total number of
automobiles in Beijing, and weaker consumer sentiment as a result of monetary
tightening. Mazda’s sales volume declined 6%, to 223,000 units. With the major
slowdown in the growth of overall demand, we faced intense competition from new
model launches and large price reductions by other automakers. Although we rein-
forced our sales promotion activities from the fourth quarter, we were not able to
bring about a recovery, and sales volume declined year-on-year. Our number of show-
rooms increased by 59, to 371, at the end of the previous fiscal year. Going forward,
we intend to aggressively open showrooms in inland and coastal regions where our
sales network is spread thin.
Our sales volume plan for the fiscal year March 2013 is for 15% growth, to 255,000
units. We are forecasting growth in total demand, and with sales growth from the new
CX-5, sales activities to promote locally produced models, and the further expansion
of our sales network, we intend to regain the sales volume lost in the previous year
and turn around to a trend of growth. We expect to increase the number of show-
rooms to 420 by the end of December 2012. We also plan to open large suburban
service centers to address the increase in the number of Mazda customers in China.
Affected by the flooding in Thailand, our sales volume in other markets declined 5%,
to 263,000 units. We will work to squarely capture sales opportunities in the fiscal
year March 2013, focusing on the ASEAN region where demand is expected to grow,
and are planning for an 8% increase in sales volume, to 285,000 units. Our results
and forecasts for major other markets follow below.
Australia
Total demand contracted 1%, to 1.02 million units. Mazda’s sales volume grew 6%, to
a record 92,000 units, on strong sales of major models. We are planning for 5%
growth, to 97,000 units, on a net increase in sales volume for the new CX-5.
ASEAN
Mazda’s sales volume in the ASEAN market rose 20%, to 66,000 units, despite the
supply shortage resulting from the earthquake in Japan and flooding in Thailand. We
posted record sales volumes in major countries, with a 21% increase, to 46,000 units,
in Thailand, a 39% increase, to 9,000 units, in Indonesia, and a 15% increase, to
6,000 units, in Malaysia. This reflected favorable sales of existing models, such as the
Mazda2, the successful launch of the new BT-50 produced by AutoAlliance (Thailand),
and the expansion of our product lineup in Indonesia with the addition of the MX-5
and Mazda8. We are planning for a 38% increase in ASEAN sales volume in the fiscal
year March 2013, to 91,000 units, on a full-year contribution from the new BT-50, new
model launches including the CX-5, and the expansion of our sales network.
Other Markets
China
(Years ended March 31)
(Years ended March 31)
Mazda Annual Report 2012
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