Mazda continued growth in Thai market with sales of 52,000, 21% increased, revealing Innovative technology added all new models

Automotive Press Releases Monday January 15, 2018 17:12
Bangkok--15 Jan--Mazda Sales

Mazda Sales (Thailand) Co. Ltd. has revealed its successful business performance for 2017, and is confident that the Thai automobile market will return to an active state in 2018 due to several positive factors. Mazda is preparing to introduce 4 new models featuring the new Soul Red Crystal color that has been highly popular since the launch of the all-new Mazda CX-5. Meanwhile, the Mazda2 and Mazda3 will come with innovative technologies to help them maintain class-leading status and customer attraction.

Mazda will concentrate on establishing a long-term relationship with customers, as well as expanding its nationwide showroom and service center network under the new corporate identity within early 2019. Mazda is confident that it can achieve combined sales of more than 60,000 units in 2018, an increase of 15% over 2017.

Mazda is continuing its marketing drive activities, both with customers and in introducing new products and increasing choices for customers. Positive customer response comes for breathtaking design with premium European touch, particularly the SKYACTIV technology that customers can experience in terms of outstanding performance and excellent fuel economy, not to mention the comprehensive safety package. These outstanding qualities have enabled Mazda to achieve total sales of 51,355 vehicles in 2017, with new record growth of 39% in December from sales of 6,257 units.

Mr. Chanchai Trakarnudomsuk, President of Mazda Sales (Thailand) Co. Ltd., said the Thai economy showed signs of growth and recovery since the start of 2017. Contributing factors include favorable exports, growth in government investments, returning to normal situation for the agricultural sector and recovery of farmers, growth in tourism as well as recovery in the automobile market.

"Last year experts predicted auto sales of over 800,000 units and later raised it to 840,000 units. But actually an estimated 870,000 vehicles were sold last year, an increase of 13% compared to the 768,788 vehicles sold in 2017," he said. "Mazda, on the other hand, achieved sales of 51,355 units, equivalent to a growth of 21% and a market share of 5.9%. The sales breakdown of each model are as follows.

  • Mazda2 31,760 units 37% increase
  • Mazda3 4,979 units 21% increase
  • Mazda CX-5 4,835 units 46% increase
  • Mazda CX-3 3,812 units 20% decrease
  • Mazda BT-50 PRO 5,939 units 16% decrease
  • Mazda MX-5 30 units no change

Mr. Chanchai added that Mazda sees a bright direction for the Thai automobile market in 2018. "At the recent Motor Expo, each auto company enjoyed increased orders and most over-achieved their targets, including Mazda. The sales growth reflected the large number of positive factors taking place in the country such as economic recovery and return of consumer confidence," he said. "Although during the past 5 years the Thai automobile industry went through several fluctuations, such as the government's First Car Buyer scheme from 2011-2012 that is seeing the no-sale requirement maturing since 2016 onwards. This will generate additional demand for new vehicles from 2017-2019, and with the large number of new models expected to be introduced by automakers, the market will be stimulated further."

In addition, Mr. Chanchai also revealed Mazda's business development plan for 2018, noting that the total automobile market should grow by 5% or reach 920,000 units. "Mazda hopes to sell more than 60,000 vehicles this year, equivalent to a growth of 15% and a market share of 6%. This year we will concentrate on both pre- and after-sales by raising the potential of the staff as well as introduce 4 more new models into the market and increasing marketing channels and reaching more customers," Mr. Chanchai said.

Meanwhile, Senior Marketing Director Mr. Thee Permpongpanth added: "This year we will concentrate on establishing a long-term relationship with customers, starting from developing the showroom and service center under the new Mazda Corporate Identity (MCI). MCI is a new corporate identity that raise the brand further and creates a good experience for the customer since the first step into the showroom. We also want to increase communication channels to get closer to customers, such as through the Mazda Digital Platform including website and mobile site, plus Mazda Thailand Official Facebook, YouTube, LINE and Instagram accounts. They have all the information about the Mazda brand and are open to all who are interested."

These are the things that help strengthen the Mazda brand, which also happens to be the only automobile brand to participate in and support the world-famous "Kao Kon La Kao" charity run to raise funds for purchasing medical equipment to 11 hospitals countrywide, led by singer Artiwara Kongmalai or "Toon Bodyslam". Mr. Artiwara recently raised over a billion Baht by running from the southernmost province in Thailand to the northernmost.

"Mazda offered 6 vehicles to support the charity run, and one of them is a subcompact like the Mazda2 SKYACTIV Clean Diesel engine in which the Guinness Book of World Records stopwatch was equipped in. In addition, Mazda Sinthani in Chiang Rai was also chosen as one of the stops for Artwara's contingent before reaching the final destination in Mae Sai district, Chiang Rai province," Mr. Thee said.

A year earlier, Mazda also took part in an unprecedented event by taking Thai motoring journalists in a 2,9000kms, caravan in ASEAN Economic Community or AEC as well as to Siberia and Russia where they covered a grueling distance of 6,500kms, writing a new chapter in Thai automotive history. In addition, the outstanding performance of Mazda vehicles with SKYACTIV technology were also put to the test, prompting more regional driving events to follow in the future.

Mr. Atsushi Yasumoto, Vice President of Mazda Sales (Thailand) Co. Ltd., said Thailand has great importance to Mazda. "Thailand is a highly interesting country in ASEAN as it is the center for many industries including the Thai automobile industry. Thailand has high potential whether in terms of skilled labor or location, which makes it a favorable place for investment. In addition Thailand is also one of the major markets for Mazda, being the No.1 market for us is ASEAN more than 10 years.

He added that production of several important models have been relocated from Japan to other production bases including Thailand, which is the first integrated Mazda production center outside of Japan. Thailand is capable of producing engines and transmissions apart from carrying out assembly of the Mazda2, Mazda3, Mazda CX-3 and Mazda BT-50 PRO at the AutoAlliance Thailand plant in Rayong. Mazda is also raising production at the Mazda Powertrain Manufacturing Thailand (MPMT) plant for SKYACTIV engines and transmissions. The media will be invited to visit the facility on January 19.

All these are the strategy that will help drive the Mazda brand in 2018, carrying over the success and the determination to become the only brand that customers trust and rely upon.

Mazda is also preparing to stimulate the Thai auto market further during the last quarter of this year. For more information click and Mazda Thailand official Facebook/YouTube/Instagram/LINE accounts.

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