Mazda 2014 Annual Report Download - page 23

CX-5 (China specification) CX-5 (Australia specification)
1.3 1.2
0.9
0.9
236 223
175 196
230
201420132012
2011 2015 (Forecast)
Sales Volume
Thousands of units / %
Sales Volume
Market Share
277 263
300 293 300
201420132012
2011 2015 (Forecast)
Sales Volume
Thousands of units
Sales Volume
(Years ended March 31) (Years ended March 31)
China Other Markets
Overview of March 2014 Fiscal Year Results
In China, total demand rose 13% year on year, to 22.48 million units. In the first
half, Mazda struggled to maintain sales volume amid the lasting effect of ter-
ritorial disputes, but the Company’s sales volume gained traction from
September 2013 onward due to the introduction of the locally produced CX-5.
Sales remained strong, and Mazda achieved record-high monthly sales volume
in January 2014. Second-half sales volume increased 39%, and sales volume
for the full fiscal year increased 12% year on year, to 196,000 units.
March 2015 Fiscal Year Forecast
We are planning for sales volume to increase 17% year on year, to 230,000
units. We will be expanding the lineup through the addition of the locally pro-
duced CX-7 in addition to the new, SKYACTIV TECHNOLOGY-equipped Mazda6
Atenza and Mazda3Axela. We are also planning to increase the number of
sales outlets, from 435 at the end of March 2014 to 460 by the end of March
2015. In addition to the ongoing reinforcement of Mazda brand advertising
focusing on the SKYACTIV TECHNOLOGY and KODO–“Soul of Motion” design
theme, we will implement sales promotion initiatives and fully utilize events
such as more extensive participation at motor shows in China and the holding
of large-scale test-drive events.
In the March 2014 fiscal year, sales volume in other markets decreased 2%, to 293,000 units. In the
March 2015 fiscal year, we envisage that sales volume will increase 2%, to 300,000 units. In addition
to ongoing strong sales of the CX-5, we are aiming to achieve our plan on the back of the full-year
contribution of the new Mazda3. Our results and forecasts for major other markets are as follows.
Australia
Total demand edged up 0.4%, to 1.13 million units. Maintaining strong sales at 104,000 units,
equaling those of the previous fiscal year, Mazda is Australia’s third-highest maker and has a
market share of 9.2%. By automobile type, in addition to the CX-5 being the top-seller over the
full year in its segment, the new Mazda3 has made a strong start since its launch in February
2014. We are planning for a 1% increase, to 105,000 units, for the March 2015 fiscal year.
ASEAN Market
Due to a sales decline in Thailand being partially offset by other markets, Mazda’s sales volume
in the ASEAN region fell 26%, to 74,000 units, in the March 2014 fiscal year. In Thailand, sales
volume fell 45%, to 43,000 units, due to a slump in demand caused by political unrest and a
reaction to the conclusion of the subsidy program for first-time buyers. In Indonesia, sales vol-
ume was on par with that of the previous fiscal year, at 12,000 units. In Malaysia, where strong
sales were recorded by the Mazda6 and, following its introduction in May 2013, by the locally
produced CX-5, sales volume increased 24%, to 10,000 units.
We are planning for an 8% increase in sales, to 80,000 units, in the ASEAN region in the
March 2015 fiscal year. Although we expect the overall slump to continue in our main market of
Thailand, we are aiming for an increase in sales volume due to the increased supply of the CX-5
and full-scale sales of the new Mazda3.
21
Mazda Annual Report 2014
CONTENTS
Message from Management
Review of Operations
Introduction
Brand Value Management
Foundations Underpinning
Sustainable Growth
Financial Section