Mazda February 2010

[Justin Bimmer]

Mazda Reports Sales Increase for February

IRVINE, Calif., March 2 /PRNewswire/ -- Mazda North American Operations (MNAO) today reported February 2010 sales of 17,054, an increase of 4.0 percent versus February 2009, and the fourth straight month of sales increases. Year-to-date, Mazda sales are up 2.9 percent, and up 5.1 percent on a DSR (daily selling rate) basis (48 selling days in 2010 compared to 49 selling days through February in 2009).

Leading the charge was the all-new 2010 MAZDA3, winner of ALG’s Residual Value Award for highest retained value after three years in service, with sales of 8,215 units. MAZDA3 had its best February sales month since 2007.

In addition, the Mazda CX-7 and CX-9 boasted strong February sales. CX-7 reported sales of 1,796 units, up 14.1 percent and CX-9 accounted 2,014 units, up 22.0 percent compared to February 2009.

Rounding out the North American market, Mazda Canada Inc. (MCI) sold 4,929 units, up 6.0 percent compared to last February, while Mazda Motor de Mexico (MMdM) reported sales of 1,722 units, down 3.0 percent versus last year.

Celebrating its 40th Anniversary in the United States in 2010, Mazda North American Operations is headquartered in Irvine, Calif. and oversees the sales, marketing, parts and customer service support of Mazda vehicles in the United States, Canada and Mexico through nearly 900 dealers. Operations in Canada are managed by Mazda Canada, Inc., located in Ontario; and in Mexico by Mazda Motor de Mexico in Mexico City.

Mazda North American Operations - February 2010

Month-To-Date Year-To-Date

------------- ------------

February February % % MTD February February % % YTD

2010 2009 Change DSR 2010 2009 Change DSR

---- ---- ------ --- ---- ---- ------ ---

Mazda3 8,215 6,347 29.4% 29.4% 15,583 13,996 11.3% 13.7%

Mazda5 1,975 2,257 (12.5)% (12.5)% 3,602 3,597 0.1% 2.2%

Mazda6 2,427 3,513 (30.9)% (30.9)% 5,311 6,042 (12.1)% (10.3)%

MX-5 Miata 304 489 (37.% (37.% 660 908 (27.3)% (25.%

RX-8 77 155 (50.3)% (50.3)% 169 311 (45.7)% (44.5)%

CX-7 1,796 1,574 14.1% 14.1% 3,418 2,738 24.8% 27.4%

CX-9 2,014 1,651 22.0% 22.0% 3,525 3,384 4.2% 6.3%

Tribute 246 355 (30.7)% (30.7)% 476 752 (36.7)% (35.4)%

B-Series

Truck - 60 (100.0)% (100.0)% 4 93 (95.7)% (95.6)%

Total

Vehicles

---------

CARS 12,998 12,761 1.9% 1.9% 25,325 24,854 1.9% 4.0%

TRUCKS 4,056 3,640 11.4% 11.4% 7,423 6,967 6.5% 8.8%

----- ----- ---- ----- ----- ---

TOTAL 17,054 16,401 4.0% 4.0% 32,748 31,821 2.9% 5.1%

====== ====== === === ====== ====== === ===

MEMO:

-----

IMPORT

CAR 10,571 9,248 14.3% 20,014 18,812 6.4%

IMPORT

TRUCK 3,810 3,225 18.1% 6,943 6,122 13.4%

----- ----- ---- ----- ----- ----

IMPORT

TOTAL 14,381 12,473 15.3% 26,957 24,934 8.1%

DOMESTIC

CAR 2,427 3,513 (30.9)% 5,311 6,042 (12.1)%

DOMESTIC

TRUCK 246 415 (40.7)% 480 845 (43.2)%

--- --- ----- --- --- -----

DOMESTIC

TOTALS 2,673 3,928 (32.0)% 5,791 6,887 (15.9)%

-------- ----- ----- ----- ----- ----- -----

Selling

Days 24 24 48 49

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SOURCE Mazda North American Operations

[regfootball]

mazda 6 is getting killed! mazda is quietly on its way to niche status........(if it weren't for the 3 anyways saving its ass)

[Robert Hall]

Too bad the 6 isn't doing better..it's a really good looking car...saw one the other day..don't see them often. But it's sales numbers are pretty tiny compared to the Accord, Camry, Altima, Fusion, Malibu...

[regfootball]

It's weird, but Mazda has a marketing problem. Sometimes we have heard them referred to as the 'Japanese Pontiac'. I wonder if the popular 'zoom zoom' image tends to limit their esteem to a more mainstream group of buyers (i.e. brain dead consumer reports followers, also I do not think Mazda registers with women, etc.). Mazda also has the problem of not only competing with 'all the other brands' but I bet people would only 'perceive' them to be 4th or 5th at best in pecking order of all the Japanese brands.....think about it, where does Mazda fall?

-Honda

-Lexus

-Toyota

-Infiniti

-Acura

-Nissan

-Subaru

as decent as Mazdas are, remember that car buyers practice extreme racial prejudice when shopping. 'Japanese cars are good'. But it hurts Mazda because they then sort out all the Japanese makes and Mazda...even though they are as good as Honda and Toyota on a lot of stuff....tends to get put down the list.

I don't think cars like the Mazda3 help grow a wide age demographic either. At least the Civic gets SOME older folks besides the Fast Furious or video game charged teens. In fact, the popularity of the Mazda3 with the utes could potentially make Mazda a big turn off to other groups of buyers. Again, to use Pontiac as an example.

[Robert Hall]

I don't think cars like the Mazda3 help grow a wide age demographic either. At least the Civic gets SOME older folks besides the Fast Furious or video game charged teens. In fact, the popularity of the Mazda3 with the utes could potentially make Mazda a big turn off to other groups of buyers. Again, to use Pontiac as an example.

Then they have models like the Miata that seem to primarily appeal to an older male demographic (Road & Track readers that pined for MGs and Triumphs).

Edited March 3, 2010 by Cubical-aka-Moltar

[balthazar]

6 sales HAVE to be down due to the economy : not many rental agencies replacing their mazda 6 fleets with '10 6's.

[regfootball]

Then they have models like the Miata that seem to primarily appeal to an older male demographic (Road & Track readers that pined for MGs and Triumphs).

yeah, 304 mazda miata buyers can't be wrong.

and they can't bring lots of sales volume either.

the nichey market of the early '00's has really done a 180. methinks any company that is way too fragmented and not strong in volume segments might be in a bit of a pickle the next few years.....and now that ford has cut them almost entirely loose.......

[regfootball]

6 sales HAVE to be down due to the economy : not many rental agencies replacing their mazda 6 fleets with '10 6's.

i think the focus of the 6 is fuzzy in the consumers mind now. the last 6 had a rep as a performer. but the new one is bigger and doesn't have any buzz as being a performance car. in fact, the new 6 has no buzz. i don't think people even know the new 6 is out, or it hasn't registered...i think their marketing for the launch didn't reach anyone!

the old 6 was unique in that it was a little smaller. now they went big. they used to focus on manuals and had the speed6. now you can only get the stick on the 4, and there is no speed 6 yet.

the new car is both attractive and anonymous at the same time. a new grille would help (no, not the fugly one of the 3).

the new 6's interior is a little mundane too. again, the new 3's interior catches your eye. this new 6 has velour on the seats....wth?

its almost to me as if Mazda tried to make the new 6 some sort of Altima. and the Altima is really well defined in the consumers mind already.. There is not really room for an 'Altima 2'. And its always going to be second fiddle to Accord no matter what. And Camry buyers won't really cross shop Mazdas much I don't think. And Subie has the AWD card now and is doing big as well too. AWD is still 'the big thing' on a Subaru.

For me, I really kind of want to test drive a Mazda 6 now that its new but its styling while new really makes me yawn. I really would almost prefer an Altima to the Mazda 6.

Mazda needs to develop some facet about this new 6 that makes it a difference maker. For me, i would really be interested in the 5 door hatch version of it.