Mazda 2015 Annual Report Download - page 16

New CX-3
Japan
Overview of March 2015 Fiscal Year Results
In the wake of the April 2014 consumption tax rate increase, total
demand in the Japanese market in the March 2015 fiscal year
declined 7% from the previous year, to 5.30 million units, marking
the first contraction in four years.
Mazda’s sales volume registered a significant decline in the first
half of the fiscal year due to the effect of the consumption tax hike,
but new product launches resulted in year-on-year growth in the
second half, despite the year-earlier last-minute demand ahead of
the consumption tax rate increase, holding the full-year decline to
8%, to 225,000 units. In addition to solid sales of the new Mazda
Demio, which was launched in September 2014, the updated Mazda
CX-5 and Mazda Atenza, as well as the new Mazda CX-3, launched in
February 2015 as a clean diesel vehicle, contributed to the second-
half increase in unit sales.
The new Demio is a compact car that consolidates Mazda’s latest
technologies and design concepts. In the pursuit of excellent quality
in all areas, the model was developed with the aim of turning around
preconceived notions regarding value versus body size. The recog-
nitions this model has received include being named the 2014-2015
Car of the Year Japan and the Good Design Award’s Good Design
Gold Award 2014 (Ministry of Economy, Trade and Industry Minister’s
Award). In addition, the new CX-3 enjoyed a solid launch, receiving
an extremely favorable reception from a wide range of customers,
primarily those in their 20s to their 50s, who noted that the design
was excellent at first sight, the enjoyable handling and driving make
this a car they will want to own for a long time, and that it makes
them want to go for long drives.
Over the two years and seven months since the release of the
CX-5 in February 2012, total sales in Japan of vehicles equipped
with the SKYACTIV-D new-generation clean diesel engine have sur-
passed 100,000 units. With a share of the clean diesel market that
reached 70% in the March 2015 fiscal year, Mazda will continue to
lead Japan’s diesel passenger vehicle market.
March 2016 Fiscal Year Forecast
Total demand is expected to decline for a second consecutive year.
Mazda is projecting a 7% increase in its sales volume, to 240,000
units. In addition to a full-year contribution from strong sales of the
new Demio and new CX-3, we are expecting an expansion in sales
volume from the launch of new products, including the new Mazda
Roadster released in May 2015. For the future, we will continue to
engage in sales and promotional activities to promote the Mazda
brand. In addition, we will utilize a variety of touchpoints and fur-
ther expand opportunities for customers to experience the Mazda
brand during the entire time they own a Mazda vehicle after the
initial purchase. In doing so, we aim to enrich customers’ lives and
build special bonds with customers to be the “only one” brand that
is continually chosen by customers.
FOCUS
Developing New-Generation Showrooms
Mazda is developing a new concept in sales outlets, which we call
new-generation showrooms, to allow customers to experience
the attractiveness of Mazda vehicles. The number of new-
generation showrooms grew to 21 as of March 31, 2015, and going
forward we will further increase this number in stages, as focal
points in the Japanese market for conveying and experiencing
the Mazda brand.
New-generation showroom,
Tokai Mazda Kuwana
Sales Volume
Sales Volume (Thousands of units) Market Share (%)
(Forecast)
4.3
206
2012 2013 2014 2015 2016
216
244 225 240
4.2 4.3 4.2
(Years ended
March 31)
Mazda Annual Report 2015
14
Review of Operations
Growth Strategy
Message from Management
Foundations Underpinning
Sustainable Growth
Corporate Data
Introduction
CONTENTS