Although the all new Mazda3 and CX-5 remain at the top of buyer shopping lists, according to July VFACTS, Mazda’s chief executive Martin Benders says changes are coming in the near future in terms of sales, with other models like the Mazda6 and the BT-50 showing below par averages.
“We are thrilled with the performance of Mazda3 and CX-5 in 2014,” says Benders. “We set aggressive sales targets based on research that told us that interest in both nameplates would surge. With the Mazda3 XD Astina diesel (pictured) launching later this month and with all-new Mazda2 just around the corner, our customers and our dealer network have much to look forward to.”
However, Benders also cautions that sales growth will plateau in the medium term with step changes in volume likely to become fewer and further apart.
“We’re not in the business of chasing volume for volume sake. By the same token we’re not looking to go backwards either,” Benders told motoring.com.au.
“It’s fair to say that we’ll be happy to sit around the 100,000 mark [in the mid-term]. Growth is most likely to come from new segments rather than significant changes in [existing models] volume.
“Mazda3 is up 10% YTD in a [small car] market that is almost 4% down. At the same time we’re selling a richer mix [of higher specification] 3 – 80% of our volume is mid-grade or above. Corolla sales are 80% mid-grade or below.
“If we’re doing these numbers, why would I drive the model mix down chasing sales of cheaper models at aggressive price points,” he adds.
In VFACTS registration figures year-to-date, Mazda is around 1.4% down on the same period last year, against a total market that is 2.1% behind. During the month Toyota’s Corolla passed Mazda3 as the most popular new car Down Under.
July saw Mazda sell a total of 8048 new cars, SUVs and utilities; 3421 were Mazda3s and 1895 were CX-5s. Mazda’s July performance saw it secure a 9% market share for its second-best ever July result.
With 59,958 Year-To-Date (YTD) sales, Mazda remains Australia’s third best manufacturer and is still the country’s leading full-line importer.
CX-5 continues to be a big hit at Mazda dealerships with the popular SUV notching up a July record as it approaches 13,000 YTD sales. The Mazda2 saw 1017 new units sold in July. The Mazda2 is in final runout and only limited stock remains before the launch of the next generation model later in the year.
The Mazda6 struggled in July with 462 sales, while BT-50 is at 8000 YTD sales having sold 954 utilities last month.
Benders confirms Mazda is delivering a similarly rich model mix with the brand’s other star performer, the CX-5 Medium softroader. Benders concedes, however, the company needs “to consider actions” on both Mazda6 and the BT-50 4×4 and 4×2 variants.
The sales of 6 and Mazda’s popular utes are currently tracking well below their respective markets on a YTD basis.
“We’ve always had a vision of being able to appeal to private buyers. User-choosers and small fleets are increasingly behaving like private buyers and [with Mazda6 and BT-50] we now also need to find a way to appeal to these buyers. We need to find a solution. It might be service packages or financing options,” Benders told motoring.com.au
In terms of new segments, Benders is again drawn to the growing importance of the emerging ‘small SUV’ marketplace – over 17% up YTD and currently without a Mazda entrant. While he would not confirm Mazda’s timetable, plenty of words have already been written on the prospect of a small stablemate to the CX-5; expected to be called CX-3.
“There’s very clearly an opportunity in this segment. We’ve made it clear, it’s a market in which we’d like to be represented,” he says.
Top 10 selling models – July 2014
- Toyota Corolla – 3800 sales
- Mazda3 – 3421
- Toyota HiLux – 3140
- Holden Commodore – 2469
- Hyundai i30 – 2434
- Ford Ranger – 2023
- Mazda CX-5 – 1895
- Toyota Camry – 1805
- Holden Cruze – 1747
- Holden Colorado – 1443
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