Mazda has written a new chapter in the Thai market with an all-time high monthly sales of 5,400 units in February, capturing a 7.1-per cent market share in the highly-competitive Thai automobile market. Mazda vehicles are enjoying tremendous popularity in the Thai automobile market, particularly the Mazda2 subcompact that has become the leader in its segment for the second consecutive month, while the newly-launched Mazda CX-5 is also gaining more customers. Mazda is also aggressive in both online and offline marketing communications, and is moving ahead in improving its after sales service and showroom facility in order to impress customers. This has helped Mazda sales during the first two months of the year to grow, reflecting the increasing confidence in the Mazda brand.
The popularity of Mazda is growing continuously, with February sales of the Mazda2 reaching 3,448 units, increasing by 84 per cent to maintain its leadership in the small passenger car and eco car market for the second straight month. The all-new Mazda CX-5, which had just been launched late last year, is another popular model with sales of 752 units in February, recording a growth of 231 per cent. Other Mazda models also enjoyed growth – Mazda CX-3 (333 units, 52 per cent growth), Mazda BT-50 PRO pickup (477 units, 8 per cent growth) and Mazda3 (391 units). In total, Mazda sold 5,401 vehicles in February, equivalent to a growth of 65 per cent, the highest in three years.
Mr. Chanchai Trakarnudomsuk, President of Mazda Sales (Thailand) Co. Ltd., said, “Mazda is determined to grow our business and today we have achieved a 7.1-per cent market share, the highest in our history in Thailand. I am proud that we have successfully proven that Mazda is a brand that is growing continuously. We are also the technology leader with the world-class SKYACTIV technology and i-ACTIVSENSE global safety technology. At the same time, Mazda vehicles, which features the dramatic KODO design, are also fun to drive and offer great fuel economy.”
“In addition, we are also quickly expanding our showroom and after sales network under the new Mazda Corporate Identity (MCI) that provides customers with luxury, convenience and services with higher standards than customers expect,” he added. “This has enabled Mazda to become an auto company with high growth, especially with the Mazda2 claiming the leading position in the small car market for the second consecutive month.”
Mr. Chanchai also said that this year Thailand’s economic scenario has an upward trend in 2018, with signs of recovery showing up since the fourth quarter of last year. “This year the Thai government expects the GDP to reach 3.8 per cent, with 37.8 million tourists, a 7-per cent growth from 2017,” he said. “Among the contributing factors to tourism growth are the expansion of international airline routes, particularly those connecting Thailand with secondary Chinese cities, and Thailand’s 55-province secondary city tourism promotion.”
Meanwhile, J.D. Power has released its APEAL (Automotive Performance, Execution and Layout) rankings that surveyed customer experience during the first 90 days of ownership. This time, the vehicle that was ranked No.1 was the Mazda CX-3 SUV.
The criteria consisted of five topics as follows.
- Product planning
- Product development
- Product quality
- Sales and marketing
- Other details
The purpose of APEAL is to study ownership experience in many angles, and the term quality does not cover just flaws and design failures, but also performance and versatility. For the brand, Mazda scored 906 points from a maxi um 1,000 points, and is ranked at No.5 for 2017. This is proof of the high level of customer satisfaction in Mazda products, enhancing the company’s “Feel the passion” philosophy.
Mr. Thee Permpongpanth, Senior Marketing Director, said the Mazda brand is growing stronger every year in terms of online and offline marketing activities. “This year our marketing strategy will focus more on customer behavior in order to understand their needs and requirements. The Mazda Digital Platform provides higher awareness through the Mazda website and social media that provides all the information for customers and the general public. We also use content-based marketing to create interest. For example the latest television commercial of the Mazda2 focuses on teenagers to working people with unique and exciting lifestyles. In addition we also communicate through printed media, television, radio, billboards, P.O.P., websites and Mazda’s own media, all help to create continuous awareness.”
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