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Mazda launches driving school initiative

Mazda has introduced special offers in an attempt to boost sales to driving schools.

 

Both the Mazda2 and Mazda3 are included in the special driving school programme which offers:

  • Low rate vehicle finance
  • Free of charge supply and fitment of He-Man dual controls
  • Free car header board including graphics
  • Free metallic paint
  • A GPS secondary speedometer fitted free of charge on the Mazda3. (The instrument cluster’s ‘tunnel’ design on this model makes it difficult for the driving instructor to view the speedometer from the passenger seat).

The programme, which includes all regular Mazda2 and Mazda3 models with the exception of limited edition cars, is aimed specifically at the 17,000 qualified driving instructors who are self-employed or work for small driving schools.

Additionally, anecdotal evidence suggests that many newly qualified drivers go on to purchase either a new or second-hand car similar to the one in which they received driving tuition.

As a result, by launching an improved driving schools programme, Mazda believes it will secure additional new and used car sales.

Mazda fleet and remarketing director Peter Allibon said: “The Mazda2 has been in regular demand from driving instructors. It is also clear that some instructors want a larger car that is used both to instruct pupils and as their ‘main’ family vehicle. That is why Mazda3 is included in the new programme.

Half-year Mazda new car sales were up 21.4% over last year, totalling 24,873 units.

In addition, ‘net fleet’ sales, which totalled 2,977 units in the six months to June 30, are up over 18% compared to the same period in 2009.

“Competitive list prices, a high specification, low CO2 emissions, excellent fuel economy and strong residual values have all been key factors in winning fleet business and they are among the core attributes that driving instructors are looking for when purchasing new vehicles. We believe that our new special programme makes the Mazda2 and Mazda3 even more attractive to driving instructors," said Allibon.

Around 2,000,000 people take their driving test in the UK each year with a pass rate of about 44%, according to the Driving Standards Agency.

Three-quarters of a million people qualify for a licence every year – 75% of these are under the age of 25.

“Many of the approximate 750,000 people who pass their driving test annually will be looking to buy a car,” added Allibon.

“There is significant evidence that many newly qualified drivers buy a derivative of the car in which they took their lessons, because familiarity breeds confidence.

“Therefore, it makes sense for Mazda to offer a cost-effective driving school car programme to instructors as not only will they benefit, but the move could also result in a significant new business opportunity for our dealer network.” concluded Allibon.

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