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| The Mazda Roadster, launched in July 2000, delivers “driving pleasure that provides the feel of oneness between car and driver,” known as Mazda Dynamic DNA. The Roadster has generated a new market for lightweight, open two-seater sports cars in Japan and around the world. | | During the year, Mazda introduced the limited Briza series for five models: Premacy, Demio, Familia S-Wagon, Bongo Friendee and Capella Wagon in Japan. These models embody Mazda's brand personality expressed as “stylish, insightful and spirited.” |
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During fiscal year 2000, domestic industry sales declined 0.3% to approximately 5.9 million units, exacerbated by weak consumer spending under the prolonged economic recession. Sales of micro-mini cars, however, continued to expand. Under this business environment, retail sales of Mazda vehicles increased 2.8% to 323,000 units, including micro-mini cars. As a result, our total market share rose for the third consecutive year, from 5.4% to 5.5%. In registered vehicle sales, Mazda's share grew 0.5 percentage point to 7.0%.
Several factors contributed to these market share increases. For example, in Spring 1999, we began to implement brand strategy through new model introductions, TV commercials and other media channels. Survey results show that Mazda's brand image has improved in Japan. In the “Corporate Brand Score Ranking,” conducted by Nihon Keizai Shimbun in February 2000, Mazda was ranked 53rd overall, a jump of 52 spots from a year ago, taking the 4th position in the automobile industry.
In addition, the successful introduction of Premacy, MPV and Bongo, which incorporate our brand essence, was another factor supporting a rise in sales. In particular, average monthly sales of the MPV from January through July 2000 were approximately 4,500 units, far exceeding the monthly sales target of 2,500 units. Sales peaked in March 2000 at 6,412 units. |
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The third and most impressive factor during the year was a substantial improvement in Mazda dealers' performances. During the fiscal year, execution of the “One Operation” program continued to improve efficiency of domestic dealers through measures including the integration and sharing of management functions. Through April 2000, we implemented the program at 45 dealerships in 18 prefectures. In line with this strategy, we implemented the “Sales Promotion Program,” which focused on training sales persons, to boost operational efficiency and dealership profitability. As a result of these actions, approximately 80% of 60 consolidated dealerships became profitable in fiscal year 2000.
In the coming year, Mazda will implement “Brand@Retail” to strengthen brand image at the dealer level. Efforts will focus on enhancing the way in which sales persons interact with customers, ensuring the highest levels of quality services and upgrading showroom interiors.
The new Titan, introduced in June, is expected to boost performance in the small-to-medium commercial vehicle segment, while the new Roadster and Millenia will contribute to enhanced sales performance. In Fall 2000, the SUV vehicle Tribute will be introduced.
To increase the efficiency of dealers, we will expand the “One Operation” program by integrating the administrative functions and shifting management control to the Company. |
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