Mazda 2013 Annual Report Download - page 22

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221
4.5 4.5
4.3 4.2
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 
2014 (Outlook)
201320122011
2010
Sales Volume
Thousands of units/%
Sales volume
Market share
(Years ended March 31)
Total demand in the Japanese market showed a large year-on-year growth during the
first half of the fiscal year thanks to the effects of tax reductions and subsidies for
environmentally friendly cars, but recorded little growth after those programs ended
at the beginning of the second half of the year. Although total demand in the second
half declined year-on-year, the first-half increase was able to offset this and full-year
sales increased 10%, to 5.21 million units.
Mazda’s sales volume rose 5%, to 216,000 units, driven by the Mazda CX-5 and the
new Mazda Atenza.
The CX-5 has maintained strong sales since its release in February 2012, and was
Japan’s top-selling SUV in the March 2013 fiscal year. The CX-5 has also received
recognition, being named the 2012–2013 Car of the Year Japan. In November 2012, we
introduced the new Atenza as our second vehicle to fully incorporate SKYACTIV
TECHNOLOGY and the KODO — Soul of Motion design theme. Sales are off to an
extremely strong start. Orders taken in the first five months after the release have
reached our annual sales plan. With the percentage of these vehicles being sold with
diesel engines far surpassing our initial estimates, at roughly 80%* for the new CX-5
and 70%* for the new Atenza, we have created a new market for diesel vehicles in
Japan. Additionally, vehicles equipped with i-ACTIVSENSE, a series of advanced
safety technologies, account for 70% of sales of the new Atenza. i-ACTIVSENSE sup-
ports a driver’s ability to avoid collisions or reduce damage in the event of an acci-
dent, thus enhancing the Mazda brand under the Sustainable Zoom-Zoom pledge of
“providing all customers with driving pleasure and outstanding environmental and
safety performance. ”
With the end of subsidies for environmentally friendly cars, we expect total indus-
try demand to decline in the March 2014 fiscal year. We are planning for a 2% increase
in sales, to 220,000 units, driven by a full-year of strong Atenza sales as well as from
the introduction of our third SKYACTIV-equipped vehicle, the new Mazda Axela.
As part of our sales plan, we are launching a new brand communication campaign
under the slogan “Be a driver.” This campaign will give customers a clear idea of
“What kind of company is Mazda?” By explaining our approach to product creation
from the perspectives of SKYACTIV TECHNOLOGY, design, and safety, we aim to cre-
ate a brand that has a special connection with customers.
* As of April 2013.
Review of Operations
Japan
Mazda Annual Report 2013
20