Motoring 2014: Mazda records highest number of vehicle sales in single year under new distributor

SOUL Red is the fiery passion of Miata Club members.

AT THE CLOSE of the third quarter, Mazda Philippines announced that it would “grow by at least a third this year.”

Steven Tan, president and CEO of Berjaya Auto Philippines Inc. (BAP), said the company is expecting a “growth of 49 percent compared to the same period a year ago.” BAP became the new distributor of Mazda in the Philippines in January 2013.

Its year-to-date sales by November totalled 3,174 units, according to Tan. “Without concluding the year, this figure is the highest number of Mazda vehicles sold in a single year in the Philippines.”

MAZDA Berjaya officials Steven Tan, Japheth Castillo and Dave Macasadia with three of the five UAAP stars who were named brand ambassadors.

Mazda points to the increasing awareness of the brand among Filipino consumers as main contributor to its growth this year.

In earlier reports, Tan had said that the company posted a sales growth of 60 percent in 2013, which outpaced industry growth.

The month of May this year also saw the launch of the all-new Mazda3, which may have helped spark the brand’s growth. The latest Mazda model is dubbed as a “revolutionary product” packed with technological innovations.

It is described by Mazda as fully evolved and inspired by the Kodo Soul of Motion design philosophy. Furthermore, the car comes with the full range of game-changing Skyactiv Technology, including i-Stop and i-Eloop that delivers outstanding fuel efficiency, uncompromised driving performance and proactive safety features. Hatchback or sedan, it takes fun driving experience to a whole new level and pushes the zoom-zoom spirit ahead of the pack.

Mazda3. INQUIRER photo by WALTER C. VILLA

Understandably, the Mazda3 compact car is among the brand’s bestseller, having sold year-to-date almost 1,000 units. Mazda’s other best-selling units include the CX5 compact SUV with 770 units sold.

BAP is looking at more growth for the brand with the addition of new dealerships. Earlier this year, the distributor said it increased its dealership network nationwide to 15. Three more (North Edsa opposite TriNoma mall, Santa Rosa in Southern Luzon, Davao in Mindanao) will help expand the brand awareness.

Tan said Filipino consumers still go for the largest vehicle segment in the industry, which are the SUVs—small, medium and large combined.

Looking ahead though, Tan said that the SUV and MPV, as well as sub-compact cars, remain the main types of vehicle the public would continue to prefer.

However, in a market like the Philippines price and function are the main considerations of consumers, in general.

“In the premium segment, brand and luxury are the main consideration,” Tan said.

While Filipinos still consider price and affordability as significant factors in the decision-making process, Tan believes that the trend to quality and design is rapidly influencing preference.

“This is a natural progression as the market and consumers mature,” he said.