Mazda 2016 Annual Report Download - page 14

Download and view the complete annual report

Please find page 14 of the 2016 Mazda annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 76

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76

Mazda2
Sales Volume
■ Sales Volume (Thousands of units)
Market Share (%)
Review by Market
Overview of March 2016 Fiscal Year Results
Total demand in Europe rose 4% from the previous year, to 18.67
million units. With a full-year contribution from the Mazda2,
combined with launches of the CX-3 and new MX-5, Mazda’s
sales volume grew 12%, to 257,000 units. Excluding Russia,
where demand remains sluggish, solid sales continued from the
previous fiscal year, with sales volume increasing 27%, to
232,000 units, significantly outpacing the market’s growth. In
Germany, the full-scale introduction of the Mazda2, combined
with new model launches including the CX-3 and new MX-5, led
to a 17% increase in sales volume, to 60,000 units, and amid a
backdrop of marginal market growth, our market share in-
creased. In the United Kingdom, sales volume outpaced the
market’s 6% growth, with a 20% increase, to 48,000 units. In
Russia, however, due to a major drop in total demand, and as a
result of price increases in response to the ruble’s depreciation,
sales volume decreased 47%, to 25,000 units.
Sales of the CX-3, which began full scale in June 2015, sur-
passed our initial first-year projection. In Germany, in the SUV
category at the Design Trophy 2015 awards sponsored by the
influential automotive magazine
Auto Zeitung
, the CX-3 was
selected by readers as the most beautifully designed SUV.
The model was also recognized
with an award for outstanding
design quality at the Red Dot
Award: Product Design 2015
awards, one of the world’s most
prestigious design awards.
March 2017 Fiscal Year Forecast
Total demand in the European market is expected to grow 2%,
to 18.97 million units. With the full-scale introduction of the
1.5-liter diesel engine Mazda3, combined with growth from other
model updates, Mazda is projecting a 1% increase in sales
volume, to 260,000 units. This includes assumptions of roughly
flat sales volume in Germany and the United Kingdom. In Rus-
sia, given the uncertain outlook from the continued weak
economy and the drop in the ruble’s value, we are forecasting a
15% decline, to 21,000 units.
CX-3
FOCUS Working to Enhance Brand Value
Mazda Motor Europe has formulated a “Blueprint (Standards
of Conduct Based on Brand Value)” to provide customers with
a customer experience that is highly correlated to the Mazda
brand. A “Challenger@retail” program is currently being
implemented to instill Blueprint at approximately 1,600
dealerships across Europe, and all of the roughly 10,000
employees at these dealerships are scheduled to complete
this program by June 2017.
Our ongoing program to renovate the interiors and exteri-
ors of dealer showrooms in Europe, to reflect the Mazda brand
more effectively, had reached approximately 70% of all
European showrooms as of the end of the March 2016 fiscal
year, and we plan to cover the remainder by the end of the
March 2017 fiscal year.
Europe
1.0
172
2013 2014 2015 2016 2017
207 229
257 260
1.2 1.3 1.4
(Forecast)
Years ended
March 31
MAZDA ANNUAL REPORT 2016
12 Review of Operations
Drivers of Value Creation
Foundations Underpinning
Sustainable Growth
Financial Section
Message from
Management
Contents