Mazda 2013 Annual Report Download - page 24

230
277 263
300 300
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2014 (Outlook) 201320122011
2010
Sales Volume
Thousands of units
196
1.3 1.3 1.2 0.9
236 223
175 200
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2014 (Outlook) 201320122011
2010
Sales Volume
Thousands of units/%
Sales volume
Market share
Sales volume
(Years ended March 31)
(Years ended March 31)
Total demand rose 9%, to 19.94 million units. Faced with an increasingly intense com-
petitive environment, however, Mazda’s sales declined 22%, to 175,000 units.
Although the market trend away from Japanese cars remained firmly in place, we
aggressively carried out activities to increase contact with customers. Our sales
trend is showing a steady improvement, with the year-on-year decline in fourth-quar-
ter sales narrowing to 22% from the third quarter’s 33% decline. The number of
Mazda showrooms increased by 25 from the end of the previous fiscal year, to 396.
For the March 2014 fiscal year, we are planning for a 14% increase in sales volume,
to 200,000 units. The rebound will come with the full-scale introduction of SKYACTIV-
equipped vehicles, and we are aiming for sales growth that outpaces the rate of
increase in total demand. In addition to the CX-5 and CX-7, we plan to commence local
production of the new Mazda6. We also plan to increase our number of showrooms to
450 by the end of December 2013, focusing on opening new showrooms in inland
regions and in coastal areas where we do not yet have a presence. We intend to use
the opportunity of the full-scale introduction of new SKYACTIV-equipped products to
strengthen our connection with customers and enhance our brand image.
Our sales volume in other markets grew 14%, to 300,000 units. We expect to maintain our
sales momentum in the March 2014 fiscal year, especially in Australia, and are planning for
flat year-on-year sales at 300,000 units. Our results and forecasts for major other mar-
kets follow below.
Australia
Total demand grew 10%, to 1,125,000 units. In addition to the Mazda3 being the mar-
ket’s top-selling model for the second consecutive year, solid sales of the CX-5 and
Mazda2 led to record sales and market share for Mazda, with 13% sales growth, to
104,000 units, and a 0.3 percentage-point increase in market share, to 9.3%. We are
planning for a 2% increase, to 106,000 units, in sales volume for the March 2014 fis-
cal year, with a full-year contribution from the 2.5-liter CX-5, and the scheduled
releases of a Mazda2 with minor changes and a new SKYACTIV-equipped Mazda3.
ASEAN
Mazda’s sales volume in the ASEAN region rose 54%, to 101,000 units. We achieved
record sales in major markets, with increases of 68%, to 78,000 units in Thailand,
31%, to 12,000 units in Indonesia, and 32%, to 8,000 units in Malaysia. Total demand
in Thailand grew as the market recovered from the previous year’s floods and a sub-
sidy program was introduced for first-time car purchases. The Mazda BT-50 and
Mazda2 recorded strong sales, and the addition of a 1.6-liter Mazda3 proved success-
ful as well. Solid sales of the CX-5, Mazda Biante, and BT-50 contributed to our sales
growth in Indonesia and Malaysia.
We are planning for sales of 101,000 units in the ASEAN region again in the March
2014 fiscal year. Although we expect a drop-off in Thailand as a reaction to the con-
clusion of the subsidy program for first-time buyers, this will be offset by higher sales
volume and market share in Indonesia and Malaysia from the strong-selling CX-5 and
the new Mazda6.
China
Other Markets
Review of Operations
Mazda Annual Report 2013
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