Bangkok--17 Jan--Mazda Sales
- 2012 Sales reached 73,764 units 76% YOY growth
- 2013 Sales grows even further to 80,000 units
- New and special models to be launched every quarter
- Moving ahead with new products, unique branding, supported by Design and Technology
Mazda Sales (Thailand) Co., Ltd. today staged a press conference on a new direction as well as the company’s strategic sustainability drive for the future. Also announced were Mazda’s outstanding sales performance for 2012 that broke all records, marking its best year since entering the Thai market. Mazda sales in 2012 reached almost 74,000 units, equivalent to a growth of 76 percent. Mazda plans to sell 80,000 vehicles in Thailand this year, up 10 percent compared to 2012. It also plans to maintain its unique Branding strategy and is planning to launch new models as well as limited edition models in every quarter of 2013, supported by Design and Technology.
Mr. Choichi Yuki, Managing Director of Mazda Sales (Thailand) Co. Ltd., said Mazda was highly successful in 2012, with total sales of 73,764 units, representing a growth of 76 percent while the total automobile market also experienced unprecedented growth to finish the year at 1.4 million units, up 79 percent.
Mr. Yuki said that Mazda believes that the Thai auto market will remain stable in 2013, despite the end of the Thai government’s First Car Buyer scheme offering excise tax rebates. The large number of back orders will help the market to maintain high sales momentum during the first and second quarters of 2013, while market competition will heat up further during the second half of the year. Total auto sales in Thailand are expected to reach 1.2 to 1.3 million units this year, he said.
“Most importantly Mazda has set a sales target of 80,000 units, up 10 percent compared to 2012. This is made up of 60% passenger cars and 40% pickup trucks, which is a highly challenging feat for Mazda in Thailand as new car industry demands may not grow. We are also putting emphasis on customer satisfaction and loyalty, and planning to expand our sales and service network further. We want to make it more convenient for customers to access our facilities and spare parts, and also raise the standards of our after sales service across the country. In 2013, Mazda plans to introduce an additional 20 showrooms and service centers nationwide. Presently, Mazda has outlets in every province in Thailand and is expanding to major commercial spots and major cities. This will give Mazda a total of 165 showrooms compared to 145 showrooms last year,” he said.
In 2012, the Thai auto market showed signs of recovery since the start of the year. Auto makers suffered heavily from disruption caused by the flood in late 2011, but as production returned and demand being brought over, the market sizzled once again as various companies rushed in to introduce new models to win market share. Despite the strong market competition, Mazda was able to maintain its market share thanks to new model launches as well as introduction of facelift and special edition models. That allowed Mazda to achieve sales of 73,764 units, up 76 percent compared to 2011. Sales comprise of the Mazda2, with 39,577 units (up 43 percent), followed by the Mazda BT-50 PRO with 28,433 units (up 225 percent), the Mazda3, which is available with 1.6 and 2.0-liter engine, with as much as 5,727 units sold (up 5 percent) in the rather sluggish compact car market. Meanwhile in the premium category, a total of 27 units of the MX-5 roadster and the CX-9 luxury crossover were sold last year. Presently Mazda still has a number of back orders carried over from last year while new orders are also being placed in large numbers from all around the country. Mazda is now speeding up vehicle delivery to customers.
Ms. Sureetip La-Ongthong Chomthongdee, Marketing Director at Mazda Sales (Thailand) Co. Ltd., said the auto market in 2013 could decline slightly or maintain the same level of sales. Car market may shrink slightly due to the very high numbers sold last year, courtesy of the government’s stimulus program. The pickup truck segment will also see stronger competition among auto makers than last year, but most importantly, every market segment will return to the normal situation, with attractiveness of products itself. Competition in terms of brand image and advertisement will surely be very active this year, and every company will be spending more for advertising and stage a larger number of sales promotions. Auto makers will also be utilizing more new media types such as cable TV, internet and social network in advertising, along with the major media,” she said.
"This year Mazda will introduce new models and limited edition models every quarter, which are very unique and outstanding, in order to attract customers and create Mazda brand exclusivity. Also Thai customers will have a chance to experience New Design and Technology this year" she added.
Mazda Sales Jan - Dec 2012
Model December’12 December’11 %Change Jan-Dec 2012 Jan-Dec 2011 %Change
Mazda2 3,930 4,160 - 6% 39,577 27,714 + 43%
Mazda3 515 593 - 13% 5,727 5,476 + 5%
Mazda BT-50 3,254 96 + 3,290% 28,433 8,744 + 225%
Premium Car 3 6 - 50% 27 46 - 41%
Total 7,702 4,855 + 59% 73,764 41,980 + 76%