Mazda Does Surprisingly Well in Europe

Wall Street Journal

New reg­is­tra­tions of Maz­da vehi­cles in Europe rock­et­ed in May, even as Europe’s pas­sen­ger car mar­ket as a whole con­tin­ued to con­tract.

Find out what is caus­ing econ­o­my-restrict­ed Euro­peans to buy Maz­das.

New reg­is­tra­tions of Maz­da vehi­cles in Europe rock­et­ed in May, even as Europe’s pas­sen­ger car mar­ket as a whole con­tin­ued to con­tract. Resist­ing the ongo­ing neg­a­tive trend, Maz­da post­ed the biggest year-on-year gain last month of any vol­ume brand in Europe.

Mazda’s car reg­is­tra­tions rose 29.8% com­pared to May 2012 to 11,401 units in a Euro­pean car mar­ket* that shrunk by 5.9%, hit­ting its low­est lev­el since 1993. As for the year-to-date fig­ures, 61,160 new Maz­das were reg­is­tered in the first five months of 2013, 6.9% more than dur­ing the same peri­od in 2012. In con­trast, the over­all fig­ure for Europe fell 6.8%. Mazda’s Euro­pean mar­ket share rose to 1.2% so far in 2013, up two-tenths from the pre­vi­ous year.

The surge at Maz­da is large­ly attrib­ut­able to its new-gen­er­a­tion mod­els: the new Mazda6, the company’s flag­ship launched in ear­ly 2013, and the Maz­da CX-5, a com­pact SUV intro­duced in 2012. A look at Europe’s biggest mar­ket cor­rob­o­rates this: where­as total new reg­is­tra­tions in Ger­many** are down 8.8% so far this year, Ger­man sales of the Mazda6 and CX-5 rose 63.0% and 118% year-on-year, respec­tive­ly, between Jan­u­ary and May. For the month of May on its own, the fig­ures were +321% and +74%. Togeth­er, these two vehi­cles make up around half of all Maz­das new­ly reg­is­tered in Ger­many to date in 2013.

The con­ven­tion-defy­ing new gen­er­a­tion of Maz­das fea­tures the full range of light­weight SKYACTIV tech­nol­o­gy along with the company’s stun­ning “KODO — Soul of Motion” design. These mod­els mark a new lev­el of Sus­tain­able Zoom-Zoom, Mazda’s strat­e­gy to pro­duce uncom­pro­mis­ing vehi­cles that unite top-class fuel-effi­cien­cy and envi­ron­men­tal sus­tain­abil­i­ty with out­stand­ing per­for­mance, han­dling and safe­ty.

 

 

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