Mazda analysis - Market (1/3)
- Mazda rose by 0.8% in the global market (PC + LUV) in 2014 compared to 2013, which is less than the increase in the world market as a whole. Globally, Mazda (14th) fell behind Mitsubishi (13th) in the carmaker ranking for 2014. The largest markets for Mazda are the USA (+ 7.7%), Japan (-1.6%), China (+ 6.9%), Europe (+18.8%), the Pacific region (primarily Australia, -1.3%), Canada and Mexico (+ 7.5%) and ASEAN (-13.9%). Mazda's progress therefore is mainly to be seen in Europe and North America.
- In the US, Mazda mainly benefited from the rise of the local market (+ 5.9%), like other carmakers. In Japan, Mazda has lost market share in a rising market (+ 3.5%), which increased mainly due to K-car vehicles, and Mazda is not present in this segment. In China, Mazda has followed the market growth (+ 6.9%) but did not increase its market share.
- Mazda's progress in Europe is the result of:
1/ the progress of the European market (+ 5.5%),
2/ the success of vehicles recently renewed and located in growing segments,
3/ a clear positioning of its range (SUV and Sedan),
4/ a design corresponding to the current trend of the European market,
5/ a strong brand image and history in Europe, both with regards to sports (MX-5, RX-8) and technology (rotary engine).
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