Mazda 2016 Annual Report Download - page 13

New CX-9
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 (%)
Review by Market
Overview of March 2016 Fiscal Year Results
Total demand in the United States rose 5% from the previous
year, to 17.6 million units, for the sixth consecutive year of
growth since the March 2011 fiscal year following the decline in
the wake of the 2008 global financial crisis. In Canada, year-on-
year increases have continued since the March 2011 fiscal year,
and in the March 2016 fiscal year total demand rose 4%, to 1.93
million units.
Mazda’s sales volume in North America grew 3% from the
previous year, to 438,000 units. In the United States, sales
volume was 306,000 units, which was flat with the previous
year, with controlled fleet sales as well as growth in retail sales.
The updated Mazda CX-5 maintained strong retail sales, and
full-scale sales of the CX-3 and the new Mazda MX-5 contributed
as well. In Canada, sales of the CX-5 grew, and although the
CX-3, introduced in May 2015, contributed to sales volume, an
increasingly competitive environment led to lower sales volume
for the Mazda3, and overall sales volume decreased 0.8%, to
71,000 units. As in the United States, we continue to focus on
business growth led by retail sales, with limited fleet sales. In
Mexico, Mazda’s sales volume grew 30%, to 59,000 units, and
our market share rose to 4.2% from 3.8%, for record results in
both sales volume and market share. In addition to the locally
manufactured Mazda3 and Mazda2, the CX-3 contributed to the
increase in sales volume.
The U.S. Environmental Protection Agency (EPA)’s
Light-Duty
Automotive Technology, Carbon Dioxide Emissions, and Fuel
Economy Trends
report,*1 released in December 2015, listed
Mazda’s 2014 model year as having the highest overall Manufac-
turer Adjusted Fuel Economy,*2 giving Mazda the No. 1 ranking
for the third year in a row. Mazda’s overall average fuel economy
for the 2014 model year was 29.4 miles per gallon (mpg), a 1.3
mpg improvement from the previous model year.
March 2017 Fiscal Year Forecast
Demand is expected to remain high in the United States, under-
pinned by a robust economy. Accordingly, Mazda is projecting a
3% increase in sales volume, to 449,000 units, in the North
American market. This includes 6% growth in the United States,
to 325,000 units, with continued right-price sales of main
models including the CX-5 and Mazda3 at the previous year’s
level, plus growth from a full-year contribution from the CX-3
and the launch of the new Mazda CX-9. In Canada, with the
launch of the new CX-9 we are forecasting a 3% rise, to 73,000
units, but with the remarkable worsening of the exchange rate
with Mexico, we are expecting an 18% decline in that market, to
48,000 units.
FOCUS Working to Enhance Brand Value
We are pursuing sales reforms in North America to provide
high-quality customer care, raise the level of customer reten-
tion, and establish a brand presence. We are working to appeal
to customers based on our brand and product value by setting
up a training structure that enables cascade of the brand value
management and penetration of the concepts of
Jinba-ittai
from distributors to dealers.
We are also focusing on enriching customers’ car experi-
ences by providing thorough explanations of the special fea-
tures of our products and technologies at showrooms and
offering test-drive opportunities, as well as creating additional
customer experiences through occasions for interaction among
customers and between
customers and Mazda at
motor shows and fan events.
*1
Light-Duty Automotive Technology, Carbon Dioxide Emissions, and
Fuel Economy Trends: An annual report published by the EPA since
1975, which summarizes the fuel economy trends of new passenger
vehicles and light trucks.
*2 Manufacturer Adjusted Fuel Economy: The average fuel economy of
all vehicles sold by a manufacturer 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.
Global Mazda MX-5 Cup
North America
372 391 425 438 449
1.9
99
2013 2014 2015 2016 2017
107 119 132 124
273 284 306 306 325
1.8 1.8 1.7
(Forecast)
Years ended
March 31
MAZDA ANNUAL REPORT 2016
11 Review of Operations
Drivers of Value Creation
Foundations Underpinning
Sustainable Growth
Financial Section
Message from
Management
Contents