America

The Millenia luxury sport sedan is noted for its superb fit and finish, inspired performance and value in the North American market.

In fiscal 1998, conditions in North America remained favorable. In the United States, increases in consumer spending and capital investment produced an economic growth rate of 3.8%. Industry sales totaled 15.1 million units, up by 0.2% over fiscal 1997. In Canada, industry sales increased by 18.2%. Sales of trucks and sport utility vehicles were strong in both countries.

   In the United States, effective marketing drove up sales of the Millenia by 30.4% and the MPV by 9.2%. However, total retail sales remained at almost the same level, rising 1.0%, to 228,285 units, reflecting a slowdown in Protege and B-Series pickup models, which were at the end of their model cycles, and a planned reduction of fleet sales to rental car companies.

   In Canada, sales increased by 12.4%, with all models recording solid results. Sales of the previous Protege model were increased by 54.7% due to the expansion of its market segment and positive sales of a value-for-the-money version.
   In fiscal 1999, the efforts by Mazda North American Operations (MNAO) to enhance the efficiency and profitability of regional operations should begin to take effect. MNAO will increase the number of exclusive Mazda dealers, and also work to improve dealer quality and per dealer sales. On the marketing side, MNAO has employed a new advertising agency to launch a fresh and exciting marketing strategy under the brand promise, "Get in. Be moved."

The Millenia luxury sport sedan is noted for its superb fit and finish, inspired performance and value in the North American market.

   The first model to benefit from the new campaign was the new MX-5 Miata, which will be followed by the new Protege. The company is also promoting customer satisfaction through employees and dealers and placing a strong emphasis on seven primary factors in sales and after-sales services deemed to have the greatest impact on customer satisfaction. With these measures, Mazda aims to obtain a market share of over 2% in the United States and 3% in Canada.

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