Importer MCL is set to cut around one-third of its Mazda UK's head office staff in Tunbridge Wells, Kent, to reduce costs. A company spokesman said the job losses were “one effect of the current difficult state of the market”.

The move will not affect Kia, which has seen sales boom since major price cuts last year, or any other division of MCL Group.

Cost pressure on Mazda has risen as Ford takes an increasing interest in the business. The UK operations have been benchmarked against Austria, which sells a similar number of cars from a far smaller cost base.

Mazda sales in the UK are down more than 14% so far this year. Company profits have also been hit by the current strength of the yen, which has appreciated around 40% against the pound in the last two years.

David Brennan, sales director, was one of the first casualties of the action, leaving within hours of the job cuts being announced. He is believed to be moving to another job within the industry.

The spokesman said: “We need to take costs out of the business and there will be a simplification of our activities. The market is difficult. I don't think any company will come out of this unscathed.”

Staff have been offered a voluntary redundancy package while the review of operations is carried out. Final decisions are expected to be made in mid-October.