Mazda 2014 Annual Report Download - page 15

（見通し）
201420132012
United States
Japan
201420132012
15,166
（見通し）
Germany
201420132012
Realizing both right-price sales and volume growth
How will we deliver the high-quality products full of driving pleasure
that our R&D and production divisions have created? How should we
show consumers how Mazda vehicles can enrich their lives and become
a brand that customers choose again and again? We have cited right-
price sales as one initiative to address these questions.
What we mean by “right price” is a price point that equals the
amount customers consider appropriate to pay for the product’s value.
Right-price sales will be realized by adequately conveying to customers
the value of both the products and the Mazda brand and being compen-
sated for having delivered these to customers. This will result in sales
activities that do not depend on sales incentives and efforts to maintain
the right price. By continuing sales at the right price, we will avoid
damaging the residual value of Mazda’s cars and brand image, the
value of customers’ favorite Mazda cars that have already been
purchased will retain their high value, and the bonds between
customers and the Mazda brand will be strengthened. This way of
thinking forms the basis of this initiative.
One initiative is activities that convey to customers not only the
“functional value” provided by Mazda cars, such as fuel economy and
safety, but also “emotional value,” which encompasses
driving pleasure ,
KODO Design, the expectations from the brand and sense of security.
We will work to improve customers’ expectations from the brand, and
sense of security by improving the quality of the customer experience
in our showrooms. In association with these activities, we will aim to
maintain the right price by carefully emphasizing the appeal of product
value for customers. These kinds of initiatives will be undertaken
across the world and will contribute to improvements in average sales
prices and profitability.
Another initiative is to minimize bulk fleet sales in North America so
that the values of customers’ cars remain high. As fleet vehicles are
sold on the used-car market after being owned for a comparatively
short period of time, there are the aspects of the ease in which they
affect used-car market demand and cause price collapses. Minimizing
fleet sales will enable us to maintain the balance of used-car supply
and demand and keep the residual prices of cars high.
Through these initiatives, we will deepen the attachment our customers
have for Mazda vehicles and the Mazda brand by enabling their favorite
Mazda cars to retain their high value. By having customers make repeat
purchases of Mazda cars, we will aim to improve growth in unit numbers
over the medium to long term and also improve profitability.
Trends in Net Sales by Unit in Each Country
Enhancing lineup of
SKYACTIV products
Realizing both right-price
sales and volume growth
Reinforcing product /
brand advertisement
SPECIAL FEATURE
CHECK
Significant
improvement
after introduc-
tion of
SKYACTIV-
equipped models
Significant
improvement
after introduc-
tion of
SKYACTIV-
equipped models
Significant
improvement
after introduc-
tion of
SKYACTIV-
equipped models
54 38 19
214
236
265
201420132012
Sales Trends in the United States
Thousands of units
Realize growth
in unit numbers
while reducing
fleet sales
(Y
Fleet
Non-fleet
(Years ended March 31)
(Years ended March 31)
(Years ended March 31)
(Years ended March 31)
Mazda Annual Report 2014 13
Introduction
Message from Management
Review of Operations
Foundations Underpinning
Sustainable Growth
Financial Section
Brand Value Management
CONTENTS