MAZDA MAINTAINS SCOTTISH MOMENTUM
21 February 2006 - Mazda

Scotland has sustained its position as a sales stronghold for Mazda by generating a record January market share

Mazda also achieved an all-time individual monthly sales penetration for the brand, which also broke into the manufacturers’ volume top ten north of the border for the first time.

Mazda, through its highly motivated 14 dealer network, maintained last year’s Scottish momentum by achieving a record Scottish market share of just under 3.5% during the month, defying an overall downward car-buying trend in Scotland in January.

Hailing the triple achievement, Jeremy Thomson, sales director, Mazda Motors UK, said: ''Establishing Mazda as a top ten brand in Scotland is a significant milestone. That and the market share breakthrough are founded on a dedicated network playing to the strengths of the brand across urban and rural areas.

''We are not complacent because you are only as good as your last month’s figures and we are in this for the long term. March is a typically strong retail month for us and we are thriving despite a somewhat gloomy market atmosphere. With a strong order bank we have every expectation of an all-time record March sales performance.''

Mazda’s bullish performance north of Hadrian’s Wall contrasts with falling sales in many rivals’ showrooms. Last year, with 2.4% of Scottish sales, registering an overall rise, Mazda moved against the tide represented by a market fall of 6.2%

In January the Zoom-Zoom brand again set its own agenda among discerning Scottish consumers by registering 13.3% more sales against overall market volumes down by 19.3%.

By taking tenth place in the intensely competitive manufacturers’ league Mazda eclipsed Nissan, Fiat, BMW, Mini and Mercedes and sold 416 cars, more than the combined volumes of Jaguar and Volvo.

Thomson paid tribute to: ''Mazda’s enduring Scottish legacy and an increasingly strong network representation. We have a wide, but consistent spectrum of dealers from major urban groups to rural owner-driver outlets. In larger organisations we know senior management values us within a wide portfolio of brands. This is about strength through diversity''.

He added: ''Mazda’s market penetration in Scotland, nearly 1% ahead of our UK average, has reached a critical mass in terms of product and brand recognition. Scottish consumers take a considered approach which overlays judgements on cost effectiveness, durability and customer care over the appeal of attractive, practical and dynamic cars.''

Last year Scottish dealers captured four out of the top ten individual UK retail sales positions for Mazda market share led by Border Cars in Dumfries, which claimed second place overall.

Availability of a wider Mazda diesel choice has been a major attraction for fleet customers as dealers harness the previously untapped market potential within the smaller local business community.

Equally Scottish private motorists traditionally cover among the highest mileages in the UK underpinning the benefits of diesel range and economy, particularly with the 2.0-litre, 143ps SOHC turbocharged common-rail diesel engine-powered Mazda5 Compact-MAV and Mazda6 D-segment ranges.

Mazda’s determination to dominate the sports car sector, with the two-seater Mazda MX-5 and the rotary powered Mazda RX-8, will be supported in Scotland by dealers through a Spring and Summer customer programme to exploit Scotland’s open-driving environment.

www.mazda.co.uk

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