Mazda 2014 Annual Report Download - page 20

New Mazda Axela (Sedan)
4.5
4.3 4.3
4.2
206 206 216
244 230
2015 (Forecast)
201420132012
2011
Sales Volume
Thousands of units / %
Sales Volume
Market Share
(Years ended March 31)
Japan
FOCUS
Initiatives Based on Mazda Brand
Value Management
In Japan, we launched the second part of our
integrated brand communication campaign
under the slogan “Be a driver.”
In addition to the meaning “We at Mazda
want to be people who like driving more than
anything,” the thinking incorporated in the key
word “driver” is that “We want to be people who
decide our own way and drive for the well-being of
society through the pursuit of
driving pleasure .
In the March 2015 fiscal year, we aim to
sharpen our corporate brand by conveying to
the world Mazda’s thoughts encapsulated in this
second thought. In our showrooms, we will con-
duct product explanations and campaigns to
enable customers to understand and empathize
with our way of thinking, not only when it comes
to a car’s functions and technical specification,
but also with regard to Mazda’s
monotsukuri . In
addition, as one part of our showroom strategy,
we are proceeding with remodeling work on our
new-generation showrooms to make our prod-
ucts look even more attractive.
Through these efforts and various points of
contact in Japan, we aim to enrich customers’
lives and remain a brand that enjoys a special
bond with our customers.
Overview of March 2014 Fiscal Year Results
Total demand in the Japanese market rose for the third consecutive year,
increasing full-year car sales 9% year on year, to 5.69 million units, due to
last-minute demand prior to a hike in the consumption tax rate.
Mazda’s sales volume increased 13% year on year, to 244,000 units, thanks
to sales of the new Mazda Axela, the Mazda CX-5, and Mazda Atenza. Launched
in November 2013, the new Axela had recorded orders of 29,000 units by the
end of March 2014, far exceeding its planned target, and significantly increased
its share in the segment. The best-selling SUV in Japan for the second con-
secutive calendar year, the CX-5 maintained its strong sales with 39,000 units
sold in the fiscal year under review, roughly 80% of which were equipped with
the clean diesel engine. The highly acclaimed Atenza’s accolades include the
2014 Automotive Researchers’ and Journalists’ Conference of Japan (RJC)
Car of the Year and the winning of the Emotional Award category at the 2013–
2014 Car of the Year Japan awards. Sales of the Atenza in the fiscal year were
20,000 units, of which approximately 70% were equipped with the clean die-
sel engine, which boosted sales in the same way as the CX-5. In addition to
these models, minivan sales, such as of the SKYACTIV TECHNOLOGY-equipped
Mazda Premacy and Mazda Biante, sustained their strength.
March 2015 Fiscal Year Forecast
With regard to total demand in the March 2015 fiscal year, it is expected that
there will be a decrease in the first half due to a reactionary decline from the
last-minute demand associated with the consumption tax hike, and there will
be a last-minute demand increase in the second half associated with a tax hike
on micro-mini cars. Mazda’s sales volume in Japan is projected to be 230,000
units, down 6% year on year. We will maintain the strong sales of all SKYACTIV-
equipped models, including the CX-5, by stepping up sales promotion activities
that raise the appeal of the Mazda brand in addition to the market entry of the
new Mazda Demio, and aim to minimize the effects of any reactionary decline
in demand.
New-generation showroom, Kobe Mazda Nada
18
Mazda Annual Report 2014
CONTENTS
Message from Management
Review of Operations
Introduction
Brand Value Management
Foundations Underpinning
Sustainable Growth
Financial Section