Mazda 2014 Annual Report Download - page 21

New Mazda3 5-door hatchback (North American specification)
Mazda revealed the 25th anniversary edition MX-5 at the New York
International Auto Show to appeal to visitors seeking
driving pleasure .
201420132012
2011
2.0 2.0 1.9 1.8
104
238
104
268
99
273
107
284
120
320
2015 (Forecast)
Sales Volume
Thousands of units / %
Sales Volume in United States
Sales Volume in Canada and Other Markets
Market Share in United States
(Years ended March 31)
North America
FOCUS
Initiatives Based on Mazda Brand
Value Management
In the United States, we are implementing a raft
of measures, including the reduction of fleet
sales, the promotion of right-price sales, the
optimization of inventory, and sales network
strengthening. As examples, we promote the
transfer of authority to regional offices that are
closer to the sales frontline and move ahead
with upgrades in sales and marketing as well as
enhancements to the sales network so that they
are better suited to the characteristics of the
market. In the 35 cities that form our strategic
focus, we are promoting sales-improving mea-
sures in collaboration with our dealers. We are
also undertaking enterprising activities to raise
brand awareness centered on the SKYACTIV-
equipped models.
In Mexico, we will raise levels of customer
satisfaction and brand power by placing more of
a focus on customer care. At the same time, we
aim for sales growth in both qualitative and
quantitative terms.
Overview of March 2014 Fiscal Year Results
Total demand in the United States grew 6% year on year, to 15.65 million units,
and in Canada by 5%, to 1.75 million units. The U.S. figure represented the
fourth consecutive year of growth in new vehicle sales.
Mazda’s North American sales grew 5% year on year, to 391,000 units. Our
U.S. sales volume rose 4%, to 284,000 units, and under our ongoing policy of
reducing fleet sales, a 12% rise in non-fleet retail sales was achieved. The CX-5
and Mazda6 continued to enjoy strong sales, and sales of the new Mazda3
increased amid intensifying competition in the C-segment while incentives
were suppressed. Our sales in Canada decreased 3%, to 70,000 units, due to
the reduction of fleet sales (excluding fleet sales, retail sales grew 4%). In the
United States and Canada, we are promoting a switch to retail sales–driven
business growth. Sales in Mexico increased 37%, to a record-high 35,000 units
due to the introduction of the new Mazda3 and the improved level of brand
awareness following the start of production at a local plant.
The SKYACTIV-equipped Mazda6 and the new Mazda3 were selected
among the 10 Best Cars for 2014 by the U.S. automobile magazine
Car & Driver .
In Canada, the Mazda6 was voted 2014 Canadian Car of the Year by the
Automobile Journalists Association of Canada, and the Mazda3 won the 2014
Best of the Best Award presented by the Canadian Automotive Jury (CAJ).
March 2015 Fiscal Year Forecast
Overall demand in North America is forecast to stably remain at a high level
against a backdrop of a robust economy. Mazda’s sales volume in North
America is projected to be at 440,000 units (up 13%). Of this amount, we are
planning for U.S. sales to also increase 13% year on year, to 320,000 units. We
will continue to work to realize both right-price sales and volume growth by
leveraging the high product strength of SKYACTIV-equipped models, including
the new Mazda3, CX-5, and Mazda6.
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Mazda Annual Report 2014
CONTENTS
Message from Management
Review of Operations
Introduction
Brand Value Management
Foundations Underpinning
Sustainable Growth
Financial Section