Better Dealers Drive Mazda Sales Growth in Thailand

Mazda Sales (Thailand) Co. Ltd. says a strategy to strengthen its dealership network nationwide led to it being the only Japanese auto maker to increase sales in this year’s falling market.

Marketing Director Suleetip La-Ongthong says with forecasts of a tough market, Mazda Thailand adopted a strategy to bolster its 87 showrooms.

‘’Mazda rushed to reinforce the foundation of its dealer network and develop its marketing plan,” she tells the Bangkok Post. “Otherwise, Mazda could not see its growth over the past two months.’’

Once the strategy was in place, Mazda’s dealers were provided with incentives to compete with rivals, Suleetip says.

‘’One important thing Mazda tells its marketing team and dealers is to concentrate on sales volume without thinking of market share, as the survival of dealers will depend on sales volume,’’ she says.

Thailand’s year-to-date sales are down 20.8% after two months to 82,249 units.

But Mazda’s sales are up 17.9% to 2,684 units, while deliveries are down 12.7% at Toyota Motor Thailand Co. Ltd. and 34.5% at Isuzu Motor Co. (Thailand) Ltd. Sales are off 4.9% for Honda Automobile (Thailand) Co. Ltd., 19.3% for Siam Nissan Automobile Co. Ltd. and 33.9% for Mitsubishi Motors Thailand Corp.

In the vital 1-ton pickup truck segment, Mazda’s sales are up 32.8% to 2,218 units, while Toyota deliveries are down 17.7%. Sales also declined for Isuzu (36.4%), Nissan (17.5%), Mitsubishi (33.9%), Ford Operations (Thailand) Co. Ltd. (35.8%) and Chevrolet Sales (Thailand) Ltd. (53.3%) during the first two months of 2007.

Mazda sold 16,000 vehicles last year, including 12,000 pickups. This year’s target is 19,500 units, including 16,000 pickups.