Mazda. Low brand perception in Japan dilutes line-up effect on global performance

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Mazda Global Performance in the period 2010 2016 had been disappointing with CAGR below the average despite a new powerful product line up. The traditional low brand perception in Japan is the limit.

In the period 2010-2016 Mazda global sales had been disappointing, improving for only 231.00 units, from 1.30 million in the 2010 to 1.53 million in the 2016, performing a Compound annual growth rate  (C.A.G.R) of 2.9%, a pace lower than the average despite a powerful line up with a style accepted in all the World as one of the best in absolute.

In this period, Mazda gained four spots in the global car brand ranking advancing in 14th place from the 18th.

Sales split at regional level confirmed in the 2016 the supremacy of the Asia counting the 42.8% of total sales (it was 45.3% in the 2010). However, sales in America are counting 30.3% (from 31.2%), while European sales are the 17.1% of the total (from 14.8%). Very relevant the Mazda performance in Oceania, actually counting 8.4% (from 7.6%).

In our report we figure out Mazda sales in 111 different countries, with forecast up to the 2022.

On top of all, in the 2016 there is USA with 19.4% of global sales share (from 17.6% in the 2010), ahead of China with 17.3% (from 18.9%), Japan with 13.1% (from 17.1%), Australia with 7.7% and Canada with 4.5%.

The traditional weakness in the domestic Japanese market is still penalized the brand not yet able to evolve the national brand positioning from cheap, second choise to sport near premium alternative.

In the research, we report sales for each model in each country from 2010 to 2016.

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