AM Online

Corporate sales soar as fleet reap benefits of Mazda’s ‘low price high spec’ philosophy

In the first six months of 2004 Mazda’s total sales are almost 40% up year-on-year at 25,833 units, (2003 total – 18,738), with fleet sales 43.7% up year-on-year at 6,976.

Last year Mazda sold a total 38,841 vehicles in the UK, an increase of 34% over 2002 in a market up just 0.6% to a record 2,579,050 units. Mazda fleet sales, at more than 10,800 in a market that fell two percent, were almost double those of 2002, which saw 5,800 units bought by companies.

Fleet sales accounted for 27% of total Mazda sales last year and, as the company’s UK sales increase towards a 70,000 annual registration goal in the next two-three years, fleet penetration is due to reach 35%. This year fleet sales are expected to total 16,000 units and will continue to increase due to the new Mazda3, which is now finding its way onto the company car choice lists.

The Mazda3 line-up now includes four-door and five-door models and petrol and diesel variants powered by a 1.4, 1.6 or 2.0-litre petrol engines or a 1.6-litre 107bhp.

Mazda fleet and remarketing director David McGonigle says: "Our brand awareness is growing, but we are aware we have to increase it further, particularly among fleet managers who have yet to experience our product offering at first hand.

"Our fleet focus this year is two-fold. We will continue to target companies that have yet to experience the Mazda brand and we will aim to maximise the relationship with the customers that we have won in the last 12 months.

“Mazda will not increase fleet sales by ‘buying business’," McGonigle said: "We will do nothing which destroys the wholelife costs and residual values which our models boast."

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