Mazda 2016 Annual Report Download - page 12

Mazda6
Overview of March 2016 Fiscal Year Results
Total demand in the Japanese market declined for the second
consecutive year, by 7%, to 4.94 million units.
Despite this decline in demand, Mazda’s sales volume rose
3% from the previous year, to 232,000 units, backed by solid
sales of the Mazda Demio combined with the introduction of the
new Mazda Roadster and a full-year contribution from the
Mazda CX-3. Mazda’s market share grew 0.5 percentage point,
to 4.7%.
In developing the new Mazda Roadster, Mazda’s goal was to
deliver pure Jinba-ittai driving fun, and development engineers
went to great lengths to appeal, on a deeper level, to the senses
and the sensations through which people enjoy cars. The new
Roadster was hereby highly valued and won the 2015-2016 Car
of the Year award as well as the 2016 World Car of the Year and
World Car Design of the Year awards at the World Car Awards.
In addition, the CX-3, introduced in February 2015, resulted
in steady sales as a model chosen by customers who have never
previously purchased a Mazda brand vehicle. The CX-3 received
a favorable response for its sophisticated design and was se-
lected as one of the three finalists for the 2016 World Car
Design of the Year.
Updated models of the CX-3 and Demio were introduced
in December 2015 and January 2016, respectively, leading to
solid sales. Mazda introduces updated models for further evolu-
tion in pursuit of a car’s ideal design, without waiting for full
model changes, so that models with the latest designs and
technologies are always on display in its showrooms.
March 2017 Fiscal Year Forecast
Although the effect of new models introduced during the March
2016 fiscal year will come to an end, Mazda is projecting sales
volume to be on par with that of the previous fiscal year, at
233,000 units, due to the introduction of models equipped
with G-Vectoring Control, the first round of technology for
SKYACTIV-VEHICLE DYNAMICS, a series of new-generation
vehicle motion control technologies. Meanwhile, in regard to the
rush in demand anticipated to occur through the second half of
the fiscal year due to the increase in the consumption tax, the
delay in raising the tax is expected to affect Mazda’s sales plans.
Mazda will conduct a variety of activities during the March
2017 fiscal year to become the “only one” brand that can pro-
vide brightness in customers’ lives through their car experience
and create deep ties with customers. While for new customers,
appealing Mazda’s concept of Monotsukuri and its identity
based on our new-generation product lineup, for existing cus-
tomers, we will maintain and strengthen activities focusing on
our relationships with customers through an even higher level
of customer care.
Review by Market
FOCUS Working to Enhance Brand Value
In May 2016, Mazda received the Grand Prize at the 8th Japan
Marketing Awards, sponsored by the Japan Marketing Associa-
tion and supported by the Ministry of Economy, Trade and
Industry. The main reasons for winning this prize were our
promotional theme of “driving pleasure” that integrates
Monotsukuri with marketing activities. In addition, our products
containing particular thoughts about vehicle manufacturing
received high appraisals from consumers thanks to the high
degree of sensitivity.
In addition to brand communication, we are working to
enable customers to experience the Mazda brand more directly,
while strengthening hands-on events including activities utilizing
our first directly operated showroom, Mazda Brand Space Osaka,
which opened in January 2016. These events facilitate proactive
communication and represent an opportunity for development
staff and other Mazda employees to convey the concepts that
go into Mazda’s automobiles directly to customers.
Japan
Sales Volume
■ Sales Volume (Thousands of units)
Market Share (%)
(Forecast)
4.2
216
2013 2014 2015 2016 2017
244 225 232 233
4.3 4.2 4.7
Years ended
March 31
MAZDA ANNUAL REPORT 2016
10 Review of Operations
Drivers of Value Creation
Foundations Underpinning
Sustainable Growth
Financial Section
Message from
Management
Contents