Mazda and Ford flying high
August demand for Mazda2 and Fiesta unabated
The company plans to sell as many as 42,000 vehicles on the domestic market this year, according to Mazda Sales (Thailand)'s managing director Choichi Yuki.
"After the situation returned to normal, especially with regard to political issues, the country's economy started to move ahead once again," Yuki said. "The lowering of fuel prices has a direct effect on passenger cars and pickups, and the first-car buyer policy that is currently being discussed will also play an important role in the outlook for the Thai auto industry. We believe government policy must be practical as well as creating equal opportunities for Thai people. Customers will enjoy full benefits when they have the right to choose.
"In the last four months, Mazda has undertaken a large number of marketing activities and promotions, along with the introduction of new and special-edition passenger cars and pickup models and sales campaigns to thank our customers for their support. We will concentrate on activities that directly reach customer groups in order to achieve our 42,000-unit sales target, which is 20 per cent higher than last year," he said.
Yuki said that after the Mazda2 Freshening 2011 was introduced, with a pack of upgraded specifications, its perceived value was much higher than that of its competitors. The changes were tangible and customer response was instantaneous. This has enabled Mazda to grow in sales despite it being the low season. In August, the company sold 3,900 vehicles. Of these, 2,460 were Mazda2 cars, up 39 per cent compared to the same month last year, 486 were the new Mazda3 2-litre and 1.6-litre models and 950 were BT-50 pickups, up 50 per cent compared to August 2010. The company also sold three MX-5 roadsters and one CX-9 luxury sports crossover.
Mazda Sales (Thailand)'s marketing director Sureethip La-Ongthong Chomthongdee said the New Mazda2 Sports and Mazda2 Elegance were cars with the highest value in their segment, because of their quality, outstanding design and the materials used, as well as their performance, fuel efficiency, added features and pricing.
"We also have very special promotion campaigns and outstanding conditions and choices that help make it easier for customers to make a purchase decision," she said.
Sureethip said the recent fuel-economy challenge, which saw a Mazda2 driven 919 kilometres from Bangkok to Phuket on one tank (43 litres) of fuel, had been highly successful and had received a tremendous response.
Meanwhile, strong demand for the popular Fiesta subcompact has helped to raise Ford Thailand's overall retail sales in August by 209 per cent year on year to 2,676 units - representing Ford's best performance in the month of August.
The Fiesta recorded 1,620 sales and finished its first 12-months on the Thai market with total retail sales of 18,000 units.
"The Fiesta continues to drive our fantastic run of monthly sales performances this year, underscoring its leading role in the transformation our business and the success of our One Ford plan," said Ford Thailand's vice president of marketing, sales and service, Saroj Kiatfuengfoo.
Ford's record sales for August were supported by another strong performance by the Ford Ranger pickup, sales of which rose nearly 70 per cent year on year to 748 units.
The Focus compact also delivered an impressive August total with retail sales increasing more than 64 per cent from last year, to 197 units.
Ford's overall retail sales throughout the first eight months of this year have soared 269 per cent to 20,514 units. Year-to-date sales increases have been recorded across Ford's full line-up of vehicles. Ranger sales are up 49 per cent; Focus sales are up by more than 44 per cent; and sales of the Everest and Escape are up by more that 3 and 2 per cent, respectively.
