Mazda has experienced a bounce in market share this year.
Its long winter of discontent starting in 2010 has been ended by a reversal of fortune from a 1.28% share at the end of last year to the current 1.5%.
The highs of 2009 when it achieved 2.4% are still a long way off but, with the CX-5 launched last May and the more recent showroom entrant Mazda6, the signs are that the brand can perform the sort of V-shaped recovery we all hope the UK economy would ape.
The CX-5 is the first model with Skyactiv technology which brings with it new engines and emission and economy benefits.
From launch, 1,700 units had been registered; at year-end the total reached 1,882, with the peak months July, August and the plate-change month September which saw 890 registrations. In Q1 2013, the total was 1,367, putting Mazda on track for its 4,000 unit full-year forecast.
There have been some attractive finance offers to support ongoing marketing efforts, initially zero deposit and 5.9% APR up to 36 months for PCP contracts or 60 months for conventional finance agreements.
The offer has been amended to up to 42 months and it will run from December through to June.
There will be marketing campaigns throughout the year.
Television will be the main medium, with the campaign beginning this month and run in May and August, supported by digital from April to June and ads in News International newspapers from July to August.
All will use the ‘defy convention’ strapline.