Roaring ahead

Mazda is strengthening its vehicle range in Thailand with the introduction of the 1.6-litre Mazda3 in both sedan and hatchback forms, as well as a facelifted Mazda2 that comes with a higher equipment level.

The new models are expected to help the company continue its momentum and achieve record sales of 60,000 vehicles in Thailand this year.

Mazda Sales (Thailand) managing director Choichi Yuki said that after recovering from various negative situations, Thailand’s automobile market is moving ahead, whether in the pickup truck, sub-compact or compact passenger car segments.

“In 2011 a total of 345,508 passenger cars were sold in Thailand, with 94,892 being compact cars. This is the second-largest segment in the passenger car market, and both Mazda3 2.0 models were able to win 5,476 orders last year. The introduction of the 1.6-litre version will help us achieve the 8,000-car target for the Mazda3 this year,” he said, adding that another factor that will help boost sales is quick deliveries after the official launch.

The compact car market (C-segment) is a highly contested market due to the large number of brands. The market is divided into two sub-segments comprising 1,600-1,800cc and 2,000cc vehicles.

“The Mazda3 2.0 has been the leader in its segment for a long period and is responsible for giving Mazda a 40-per-cent market share. However, the 1,600-1,800cc market is very large and is one where we can expand our customer base. Customers in this market have high expectations in design, driving performance, value for money, comfort and convenience features, quality of materials, safety as well as low maintenance costs, good fuel consumption and attractive pricing,” he said.

Yuki said the Mazda3 stands out from the competition due to its sporty design that breaks away from the luxury theme usually offered in the compact car market.

“This design appeals to customers in the premium compact car market, and the introduction of the 1.6-litre version would help accelerate sales for the Mazda3 model,” Yuki said.

He said the Mazda3 1.6L comes with important safety functions along with various comfort and convenience features. They include sports bucket seats, a dual-zone climate control system, 4-level projector headlights, foglamps with diffuser, Multi Information Display (MID), multi-function steering wheel, 16-inch alloy wheels and high-quality materials that are superior to the competition.

The company’s innovative design and weight-saving technologies also help squeeze out the best performance from the Mazda3 1.6L, which is available with three equipment levels.

“The Mazda3 was first introduced in Thailand in November 2004 and is a highly important model that is destined to change the history of Mazda. Accumulated sales have reached 35,000 in Thailand and more than 3 million globally. This is the second generation of the Mazda3, which has won 133 awards worldwide. It has also achieved a 5-star frontal crash safety rating in the United States, Europe and Australia, which are all major markets for Mazda. We believe that the success of the new Mazda3 will represent an important turning point that will help Mazda to grow with increased strength in Thailand. This year, Mazda plans to sell as many as 60,000 vehicles in Thailand, with 40,000 being passenger cars and 20,000 being BT-50 pickup trucks,” he added.

Marketing director Sureethip Chomthongdee La-Ongthong said competition in the sub-compact market is intense.

“Mazda has adjusted our strategy once again to help freshen up the Mazda2 and maintain its popularity by introducing additional best-in-class features. The added features come both inside and out, and help raise the profile of the Mazda2 above others in the B-segment with a sports city car character,” she said.

New features for the Mazda2 include 4-level halogen projector headlights, new 16-inch alloy wheels, signal lights on side-view mirrors, a sports-black fascia, leather upholstered seats and door panels, new fabric upholstery design, a CD/MP3 receiver with black piano decoration, USB/AUX input, newly designed controls on the multi-function steering wheel as well as two new colors. The Mazda2 comes in both Sports Hatchback and Elegance 4-door sedan body styles, and is also equipped with dual front airbags, 4W-ABS brakes and EBD in every model,” she added.