Mazda achieves sales of 52,000 units in FY2019

Automotive Press Releases Tuesday April 14, 2020 14:24
Bangkok--14 Apr--Mazda Sales (Thailand)

Mazda Sales (Thailand) Co. Ltd. has announced its business performance for fiscal year 2019 that ended in March. During this period, the company sold close to 52,000 vehicles in Thailand, with the top-selling model being the Mazda2 subcompact with sales of almost 37,000 units. This has made the Mazda2 the most popular city car in the Thai market for the third consecutive year. The Mazda3 contributed another 5,000 units to the tally, while the CX-30 and CX-8 are also registered strong performances.

The success reflects Mazda’s determination in developing vehicles with SKYACTIV technology that offers outstanding performance as well as fuel economy, as well as simplistic but attractive design that has put the brand in the hearts of the Thai customers. This year Mazda will raise its competitiveness with new products for the crossover and pickup truck markets, take up an integrated work strategy and launch offensive marketing and communications strategies, including SKY booking online sales channel that reaches more potential customers. The company has set a sales target of 60,000 for fiscal year 2020 ending March next year.

Mr. Chanchai Trakarnudomsuk, President of Mazda Sales (Thailand) Co. Ltd., commented about Mazda’s success performance during FY2019 (April 2019-March 2020), saying, “Although last year the market was highly competitive, in addition to various unhelpful external factors, Mazda was able to achieve sales of 51,702 units, a decline of 27% and had a market share of 5.5%. Meanwhile, the total market fell by 11% with projected sales of 944,000 units.”

Of the 51,702 Mazda vehicles sold during FY2019, 41,035 units were passenger cars. The Mazda2 was the biggest seller with 36,260 units, followed by the Mazda3 with 4,775 units and the Mazda BT-50 PRO with 4,679 units. The CX series consisting of the CX-5, CX-3 and recently-launched CX-8 were also popular with combined sales of 5,966 units. The iconic Mazda MX-5 convertible also contributed another 22 units.

“The first quarter of the year was affected by many negative factors, particularly the COVID- 19 pandemic that has heavily affected the economy, causing an economic slowdown,” Mr. Chanchai said. “But Mazda have been receiving strong customer response due to our marketing strategy and aftersales improvement, which gave confidence to both old and new customers.” During Q1, Mazda sold 10,152 vehicles comprising of 7,678 passenger cars (Mazda2 6,733 units, Mazda3 945 units) and 667 units of the BT-50 PRO pickup. The CX Series saw sales of 1,805 units with the CX-8 contributing 575 units, CX-5 with 467 units and gaining popularity at a very quick pace is the CX-30 with 441 units within 1 month of launch. The CX-3 enjoyed sales of 322 units and the 2 MX-5 roadsters were sold.

Mr. Chanchai added, “We haven’t seen any positive signs as the economy has been slowing down globally due to the pandemic, which has affected the industry, export and tourism. It is expected that the Thai economy will slow down this year to below the levels forecasted at the beginning of the year. But we hope that the support and measures from the government to help ease financial matters, and the cooperation from all sectors will help the Thai economy move forward.”

“As for Mazda in 2020, we will continue with the 'Sustainable Zoom-Zoom 2030’ business plan that strives to solve the world’s problems and improve the people’s quality of life. Mazda Motor Corporation celebrated our 100 th anniversary on January 30 and we are preparing to organize a large number of activities this year. We also look forward into the next 100 years, and are ready to continue to give importance to people. Our philosophy is 'creating harmony between us and others’ and we will continue to challenge ourselves to develop products, technologies and experiences that the customer desires in order to create a long-term relationship,” he added.

“In terms of new products, Mazda plans to raise its competitiveness in the market by launching all-new and minor-change models in 2020. We will penetrate the crossover and pickup truck markets through our CX Series and our new pickup truck. In order to cater to customers in every segment, we now have models covering passenger car, crossover and pickup truck segments,” Mr. Chanchai said.

Mr. Thee Permpongpanth, Vice President for Marketing and Government Affair, said, “Last year Mazda concentrated on after sales as well as showroom improvement, which has been 100% completed in late 2019. Customers have been enjoying a great experience at Mazda showrooms around the country. This year, meanwhile, Mazda will stress upon communications strategy, especially online marketing through the Mazda Platform. This is because we have seen that the online media have played a greater role in our lives. We have developed our new platform which is now 100% operational, and we believe that this new platform will improve our communications with customers. In addition, we will also concentrate on online auto sales through our SKY booking service. It will also help us with production planning and help us serve our customers better.”

“In addition, aftersales service is also an important topic as always. Spare parts are now priced near the market average or even lower in some cases, and parts delivery to service centers is carried out twice a day (Bangkok and upcountry). This will give customers confidence that we will look after them throughout their ownership period, leading to a lasting relationship with the brand,” Mr. Thee said.

These are the strategies that Mazda will use to raise its competitiveness in FY2020 in order to win the hearts of Thai customers and help drive the Thai economy.

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