Mazda Does Surprisingly Well in Europe

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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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