Wednesday, May 20, 1998

Mazda Demio, Ford Festiva Mini-Wagon

The cumulative production total for the Mazda Demio and Ford Festiva Mini Wagon reached over 200,000 units on March 18. This achievement follows just 22 months after production start-up in July 1996. One hundred thousand units were produced the first year, and it took just ten months to accomplish this new mark.

Mazda introduced the Demio in August 1996 in Japan as a multi-purpose compact car, setting the trend for a new segment of compact cars. Demio offers ample roominess despite its compact body and a wide variety of seat arrangements for optimum convenience and functionality on daily use. These virtues, good styling, as well as its compactness particularly when parking in tight places, makes the Demio loved by its owners.

The Demio had sales of 156,000 units as of April 1998 and 23,000 units for the Ford Festiva Mini-Wagon respectively. Following is a breakdown of those totals:

Model Demographics

1300cc 75% Gender: Women 47%
1500cc 25% Men 53%

Age Groups: Twenties 29%
Thirties 31%
Forties 40%

Overall domestic demand in fiscal year 1998 that ended March 1998 declined 13.9% over the previous fiscal year. However, the compact car market in Japan has continued to expand with successive new model introductions by other Japanese manufacturers. The 1500cc compact car market where the Demio belongs increased 10.7%.

Despite this severely competitive market, the Demio made its presence felt among competitors. The Demio has enjoyed popularity as a long seller and in March, renewed its sales record at 14,520 units, 20 months after its introduction in Japan.

Since August 1996, the Demio has been exported to overseas markets in Asia and Oceania. Exports totaled 12,000 units as of the end of April. Currently, it is sold in 8 destinations, including Hong Kong and Australia. The Mazda Demio will be available for Europe this summer.

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