Mazda 2013 Annual Report Download - page 23

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97
210
1.9 2.0 2.0 1.9
104
238
104
268
99
273
115
300
 
2014 (Outlook)
201320122011
2010
Sales Volume
Thousands of units/%
239
1.3 1.2 1.0 1.0
212
183 172
200
 
2014 (Outlook)
201320122011
2010
Sales Volume
Thousands of units/%
Sales volume
Market share
(Years ended March 31)
Sales volume in U.S.
Sales volume in Canada and other markets
Market share in U.S.
(Years ended March 31)
New vehicle sales in the United States grew 12%, to 14.70 million units, and in Canada
by 3%, to 1.70 million units. Mazda’s North American sales were roughly flat with the
previous year, at 372,000 units. Sales in the United States were driven by the Mazda3
and the CX-5. Sales of the new Mazda6, our second vehicle to fully embody the suite
of SKYACTIV TECHNOLOGY has also continued to surpass expectations since its
launch in January 2013. As a result, our U.S. sales volume rose 2%, to 273,000 units.
Our sales in Canada grew 0.5%, to 72,000 units, while sales in Mexico declined 16%,
to 25,000 units, in part because of price increases due to the strong yen.
The CX-5 has shown solid sales growth since its launch, and has established itself
as a pillar of our business, together with the Mazda3. A new 2.5-liter model introduced
in January 2013 has been favorably received and is contributing to additional sales.
For the March 2014 fiscal year, we are planning for 10% sales growth, to 300,000 units,
in the United States, and an 11% increase, to 80,000 units, in Canada. In addition to even
higher sales of the CX-5 and new Mazda6, we see growth being driven by the new Mazda3,
which we plan to launch in the fall of 2013 as our third SKYACTIV-equipped vehicle.
In future, we will leverage the product strength of SKYACTIV-equipped vehicles to
curtail incentives and discounting and reduce fleet sales so as to enhance brand value.
Total demand declined 6%, to 17.20 million units, mainly as a result of declines in
Germany and southern Europe. Mazda’s sales volume declined 6%, to 172,000 units.
Although we were unable to achieve a year-on-year increase in the face of lower total
demand, thanks to strong sales of the SKYACTIV-equipped CX-5 and new Mazda6, we
were able to offset the decline in sales of existing models. As a result, we were able
to maintain our 1% market share recorded in the previous year.
We are planning for a 17% increase in sales volume for the March 2014 fiscal year,
to 200,000 units. We see this increase coming from strong sales of SKYACTIV-equipped
vehicles in major markets such as Germany, the United Kingdom, and Russia. In addi-
tion to maintaining solid sales of the CX-5 and the new Mazda6, with the scheduled
release of the new Mazda3 in the fall of 2013, we aim to further increase sales by
building a lineup that is competitive in terms of low CO2 emissions. At the same time,
we intend to make effective use of current advertising and marketing activities to
increase brand loyalty, to further improve our sales network, and to increase our
sales volume, market share, and residual value.
We will also strengthen sales of existing models by closely following market trends
and implementing appropriate sales measures.
North America
Europe
Mazda Annual Report 2013 21