Mazda 2015 Annual Report Download - page 17

2.0
104
2012 2013 2014 2015 2016
99 107 119 129
268 273 284 306 320
1.9 1.8 1.8
(Forecast)
(Years ended
Updated Mazda6 (U.S. specification)
Sales Volume
Sales Volume in United States (Thousands of units)
Sales Volume in Canada and Other Markets (Thousands of units)
Market Share in United States (%)
North America
Overview of March 2015 Fiscal Year Results
Total demand in the United States rose 7% from the previous year, to
16.73 million units, for the fifth consecutive annual increase since the
March 2011 fiscal year. The Canadian market has shown continued
monthly year-on-year growth since April 2014, and total demand for
the fiscal year grew 7%, to 1.86 million units.
Mazda’s sales volume in the North American market grew 9%
from the previous year, to 425,000 units. This growth consisted of an
8% increase, to 306,000 units, in the United States, where we
achieved our highest sales volume in 20 years while maintaining our
“right-price” sales policy. The updated CX-5 and Mazda6 made a solid
start, with sales of the CX-5 reaching 97,000 units, which is a record
for a corresponding post-launch period. In Canada, Mazda’s sales
volume expanded 3%, to 72,000 units, led by the CX-5’s sales growth.
Fleet sales were held below 10%, as we continued to pursue business
growth that emphasizes retail sales over fleet sales. Sales volume in
Mexico rose 31%, to a record 45,000 units. In addition to continued
strong sales of the Mazda3, the commencement of sales of the new
Mazda2—for which local production started in March 2015—contrib-
uted to this sales growth.
The percentage of North American retail sales comprising the
CX-5, Mazda6, and Mazda3 rose to 88%, and combined retail sales of
these three models rose 10%, as SKYACTIV-equipped vehicles con-
tinue to enhance sales. The U.S. Environmental Protection Agency
(EPA)’s
Light-Duty Automotive Technology, Carbon Dioxide Emissions,
and Fuel Economy Trends
report,*1 released in October 2014, listed
Mazda’s 2013 model year as having the highest overall Manufacturer
Adjusted Fuel Economy,*2 giving Mazda the No. 1 ranking for the second
year in a row.
*1.
Light-Duty Automotive Technology, Carbon Dioxide Emissions, and Fuel Economy Trends : An annu-
al report published by the EPA since 1975, which summarizes the fuel economy trends of new pas-
senger vehicles and light trucks.
*2. Manufacturer Adjusted Fuel Economy: The average fuel economy of all vehicles sold by a manufac-
turer over a one-year period. In the Light-Duty Automotive Technology, Carbon Dioxide Emissions,
and Fuel Economy Trends report, the EPA uses adjusted combined city and highway fuel economy
figures for each model by model year, and the average is weighted for sales volume.
March 2016 Fiscal Year Forecast
Underpinned by a strong economy, total demand in the North
American market is expected to remain high in the March 2016
fiscal year, and Mazda is projecting a 6% increase in sales volume,
to 449,000 units. Of this amount, we are forecasting a 5% gain for
the United States, to 320,000 units. We are planning for continued
sales growth, achieving year-on-year sales increases while main-
taining our right-price sales policy, led by the main CX-5, Mazda6,
and Mazda3 models, with an additional boost from new models
including the MX-5 and CX-3. With new model launches in Canada
and Mexico, we are forecasting 8% sales growth in Canada, to
77,000 units, and a 8% increase in Mexico, to 49,000 units.
FOCUS
North American Sales Strategy
In the United States, Mazda is focusing its efforts on expanding its fan
base from a medium-term perspective. We launched a new “Driving
Matters” primary brand campaign in May 2015 to appeal to the common
value provided by the Mazda brand overall, rather than focusing on indi-
vidual models. We are also reviewing our media strategy to more effec-
tively promote the Mazda brand and emphasizing the proactive
distribution of information from digital media as well as hands-on events.
In Canada, we are developing unique initiatives within the
industry, including customer satisfaction improvement measures
in which we cooperate with dealers and outside consultants as well
as unlimited-distance warranties. We are also engaging in initia-
tives to increase customers
who support the value provided by
Mazda’s products and services.
Developing a new brand
campaign in the United States
called “Driving Matters”
(Years ended
March 31)
Mazda Annual Report 2015
15
Review of Operations
Growth Strategy
Message from Management
Foundations Underpinning
Sustainable Growth
Corporate Data
Introduction
CONTENTS