Mazda Taking New Approach to American Market
There is no doubt in anyone’s mind that there are a lot of automakers vying for market share in the United States. From homegrown American favorites to exemplary imports from around the world, the American car shopper certainly has a lot of choices when looking for a new vehicle. Mazda currently commands about a 2% market share in the United States and it recently revealed to AutoWeek that it plans on making that number into a “good” 2%. But what exactly does that mean?
According to Michael Wayland’s interview, Mazda is launching a “Mazda Premium” strategy for the next decade that will mean that the automaker’s 2% market share sustains the dealership network with its loyalty. Dealerships will also work towards quality when it comes to new conquests from other brands. Reportedly, Mazda had a 39% loyalty rate last year, compared to the 30% it had in 2011. While the number is growing, it still leaves a lot of room for improvement, as the Japanese automaker wants to achieve more than 50% loyalty, with 60% being the ideal number, due to its wide range of vehicle offerings.
Once the foundation is secure, Mazda will move to the next phase of its plan to increase volume and profit margins. Along the way, Mazda also plans to develop first-class customer experiences that drivers can expect in any dealership for the brand and it has begun hiring new executives to reach this goal. We look forward to Mazda’s development into a better brand than it already is.
News Source: AutoWeek