Mazda 2015 Annual Report Download - page 18

New Mazda2 (European specification)
Sales Volume
Sales Volume (Thousands of units) Market Share (%)
1.0
183
2012 2013 2014 2015 2016
172
207 229 240
1.0 1.2 1.3
(Forecast)
Europe
Overview of March 2015 Fiscal Year Results
Total demand in the European market grew 2% from the previous
year, to 17.82 million units. Mazda’s sales volume outpaced the market,
growing 11% from the previous year, to 229,000 units, led by the
Mazda3 and CX-5. In Germany, Mazda’s sales volume rose 8%, to
51,000 units. Following the full-scale launch of a new model, the
Mazda3 recorded a gain of 40%, and the CX-5 maintained sales
growth even though approximately three years had passed since its
launch. As part of our efforts to strengthen the sales network in
Germany, we are continuing to realign the dealer network and estab-
lish stores at open points, which are desirable areas for showrooms. In
the United Kingdom, Mazda’s sales volume growth was higher than
the increase in total demand, with a rise of 16%, to 40,000 units. In
Russia, Mazda recorded a 5% increase in sales volume, to 46,000
units, despite a 17% decrease in total demand. Centered on major
markets, overall sales in Europe were favorable.
SKYACTIV-equipped vehicles continue to be highly regarded in
Germany and other European countries. The new Mazda2 received
the 2014 Golden Steering Wheel in the small cars category. The
Golden Steering Wheel is an automotive award organized by the auto-
motive magazine Auto Bild and has been awarded for 39 years. In
addition, the new MX-5, the new CX-3, and the new Mazda2 received
Red Dot Awards, one of the world’s leading design awards, for product
design in 2015, with special recognition given to the new MX-5 as a
“Best of the Best” industrial product.
March 2016 Fiscal Year Forecast
With an uncertain economic outlook for Russia and other European
countries, total demand in Europe is expected to decrease 4%, to
17.06 million units. Despite this market contraction, Mazda is pro-
jecting a 5% increase in sales volume, to 240,000 units. Of this
amount, we are anticipating a 5% sales increase, to 54,000 units, in
Germany and a 25% sales increase, to 50,000 units, in the United
Kingdom, amid relatively unchanging overall demand in both coun-
tries. Although sales volumes are expected to decline substantially
in Russia, where the economy remains weak, we will work to maxi-
mize sales growth primarily in major countries with a full-year con-
tribution from the new Mazda2, which began its launch in February
2015, and releases of new models, including the new CX-3 and new
MX-5, and are forecasting annual growth for Europe as a whole. In
Germany, we will continue to optimize our dealer network and pro-
mote the establishment of stores at open points.
FOCUS
European Sales Strategy
We are renovating both the interiors and exteriors of our show-
rooms in Europe to project the Mazda brand more effectively.
We have decided to adopt a new brand mark with a 3D design
and change the color scheme for both interiors and exteriors
from white to black, and we plan to have this redesign completed
at 80% of our showrooms in Europe by the end of March 2016.
We are also introducing trade cycle management across
Europe to encourage customers who previously purchased Mazda
vehicles to replace them with Mazda vehicles. In addition to con-
tacting more customers, we are introducing tools to dealers in
order to effectively deliver better service. At the same time, we
are implementing training for dealers.
New Mazda MX-5 receives “Red Dot: Best of the Best” award
(Years ended
March 31)
Mazda Annual Report 2015
16
Review of Operations
Growth Strategy
Message from Management
Foundations Underpinning
Sustainable Growth
Corporate Data
Introduction
CONTENTS