Mazda 2014 Annual Report Download - page 22

New Mazda6 Wagon (European specification)
Mazda Space in Barcelona
1.2
1.0
1.2
1.0
212
183 172
207 220
201420132012
2011 2015 (Forecast)
Sales Volume
Thousands of units / %
Sales Volume
Market Share
(Years ended March 31)
Europe
FOCUS
Initiatives Based on Mazda Brand
Value Management
In addition to product strength improvements
centered on the SKYACTIV-equipped models, in
Europe we are aiming for both an increase of
sales volume and brand improvements by imple-
menting sales and marketing measures.
One measure involves remodeling showroom
exteriors and interiors so that they more clearly
embody the Mazda brand. The showroom remod-
eling is being progressively introduced at 25 deal-
erships in nine countries: Germany, the United
Kingdom, Sweden, Norway, Switzerland, Austria,
the Netherlands, Belgium, and Hungary. The plan
is to introduce the remodeled showrooms in four
countries—the United Kingdom, Sweden, Norway,
and the Netherlands—in the March 2015 fiscal
year, and for the introduction to be completed in
the other five countries in the course of the March
2016 fiscal year.
We will also operate a dedicated event space,
to be known as Mazda Space, for about one year in
Barcelona. Here, we will hold product introduc-
tions, press activities, and product training as well
as activities for target customers (events involving
music, fashion, art, and design). This initiative is
designed to help our customers throughout
Europe understand more about the Mazda brand,
in a unique approach that is typically Mazda.
Overview of March 2014 Fiscal Year Results
In Europe, total demand increased 2% year on year, to 17.46 million units.
Mazda’s sales volume increased 21%, to 207,000 units, thanks to the introduc-
tion of the new Mazda3 and strong sales of SKYACTIV-equipped models, such as
the CX-5 and the Mazda6. In Germany, Mazda’s sales volume was up 20% year
on year, to 47,000 units. Sales of the Mazda3 increased 36%, to 10,000 units,
due to strong sales of a new model which was fully introduced in the third quar-
ter. Orders for the CX-5 continued to improve, achieving a 57% increase in sales
volume, to 18,000 units. In addition, as part of measures taken to strengthen our
sales network in Germany, we are making progress with the restructuring of the
dealer network, such as by improving dealer locations. Elsewhere in Europe,
sales were strong in key markets; sales volume was up 35% in the United
Kingdom, to 35,000 units, and by 5% in Russia, to 44,000 units.
Contributing to increases in sales volume, the SKYACTIV-equipped models
were highly acclaimed in European countries. This recognition included the
new Mazda3 being selected as one of the finalists in the 2014 European Car of
the Year, and the Mazda6 receiving Car of the Year awards in the Ukraine and
the Czech Republic. Furthermore, having highly rated our KODO–“Soul of
Motion” design theme, the new Mazda3 won a world-class product design
award, the 2014 Red Dot Award for product design that had been bestowed on
the Mazda6 in 2013. The Mazda6 won the AUTO BILD Design Award 2013 (mid-
and full-sized category).
March 2015 Fiscal Year Forecast
With the exception of certain markets such as Russia, it is expected that there
will be moderate expansion in total European demand in the March 2015 fiscal
year. We are planning for Mazda’s sales volume to grow 6% year on year, to
220,000 units, exceeding the growth in overall demand. In almost all of the
main countries, we are expecting a year-on-year increase in sales volume due
to such factors as the full-year contribution from the new Mazda3.
20
Mazda Annual Report 2014
CONTENTS
Message from Management
Review of Operations
Introduction
Brand Value Management
Foundations Underpinning
Sustainable Growth
Financial Section