Thursday, July 17, 1997

Exports to Taiwan

Mazda Motor Corporation recently resumed exports of completely built passenger cars to Taiwan after 23 years with two model lines, the multipurpose MPV and Millenia luxury sedan from Japan. The models were introduced yesterday into the Taiwan marketplace.

Mazda Millenia sedan

Under the Taiwanese automobile policy, the export of completely built passenger cars from Japan to Taiwan was banned from 1974. With Taiwan's aim to participate in the World Trade Organization (WTO), the country partly removed the ban in February of this year.

The Taiwanese automobile market reached a peak in 1994 with 580,000 units, but has been gradually decreasing over the past few years. It is expected that the market will remain at the level of 500,000 to 600,000 in the foreseeable future. Japanese makes account for 65% of the total market, and the percentage of passenger cars is high at 75%. With the lift of the ban on Japanese passenger cars, the market share for Japanese makes is expected to increase.

Mazda vehicle retail sales last year recorded 5,240 units. Mazda is aiming to increase sales by expanding its product lineup and strengthening its marketing operations.

The following is Mazda's existing product lineup in Taiwan:
Mazda 323 (produced at Ford Lio Ho Motor Co., Ltd. on a commission basis)
Mazda 626 (produced at AutoAlliance International, Inc.)
E-series (produced at Ford Lio Ho Motor Co., Ltd. on a commission basis)
T-series (completely built unit (CBU) from Japan)

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Friday, July 4, 1997

Demio Festiva Mini-wagon

Cumulative production of the Mazda Demio*/Ford Festiva Mini-Wagon reached 100,000 units on June 30, just twelve months after the start of production in July of 1996.

Mazda Demio Festiva Mini-wagon

The Demio "freestyle wagon," a new genre of compact multi-purpose vehicles, was introduced in the Japanese market in August of 1996. With a compact body and large interior space, as well as a wide variety of seating arrangements, the Demio has received high acclaim for its functional styling and such features as a large interior and a luggage space which is convenient for everyday use. Cumulative orders for the Demio/Festiva Mini-wagon totaled 21,200 units just one month after its introduction in Japan which was the quickest start of a new model in Mazda history. With the start of registrations in September 1996, average monthly sales have been approximately 8,500 units per month, almost 1.7 times the original monthly target of 5,000 units.

Sales overseas started from October 1996 in Hong Kong and Macao, and from November in Australia and New Zealand with cumulative sales at 4,000 units as of the end of May 1997.

The initial production capacity of the Demio/Festiva Mini-wagon averaged 7,000 units per month. In light of its favorable sales, production capacity was increased to 8,500-9,500 units per month in October of 1996. Additionally, facility modifications to Mazda's Ujina Plant in May of this year boosted production capacity to 10,000 units per month under regular working hour operations.

The Demio/Festiva Mini-wagon has earned high praise from automotive specialists and has received a total of five awards to date, including the "1996-1997 RJC New Car of the Year Award" and the ",Japan Car of the Year Special Award."

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