Thursday, February 17, 2000

Mazda Top Selling Brand

Mazda's retail vehicle sales in Israel for 1999 achieved the largest share in the market, and Mazda has kept its top position for the fourth consecutive year since 1996. While the sales results of the total market for 1999 slightly declined, down 0.2% from the previous year, Mazda's sales result reached 20,188 units, a substantial increase of 25.5% from the previous year. Mazda captured a 15.5% share of the market, an increase of 3.2 points from the previous year.

There were three main factors to Mazda's success in the market. First, the sales of the new 323 (known as the Familia in Japan), Mazda's core product and the most popular model on the market, reached 15,771 units (based on registered vehicles), a significant increase of 53.5% from the previous year, thus contributing to the sales growth throughout the year. Secondly, the new MPV introduced at the end of August has been well accepted and the sales results throughout the year reached 636 units, up 36.4% over the previous year. Lastly, efforts, to improve customer satisfaction by setting up large-scale showrooms and improving facilities for inspection at delivery, with a particular emphasis on enhancing the image of the Mazda brand further, have proved successful.

Since Mazda entered the Israeli market in February 1992, its sales results have improved steadily each year. In 1996, the 5th year, Mazda sold 16,873 units to become the top selling brand for the first time, with a market share of 11.6%. Mazda secured the top spot in 1997 with a 12.0% share and in 1998 with a 12.3% share. As it maintained the top spot in 1999 with a 15.5% share, Mazda has secured the top selling brand in Israel for the fourth consecutive year. Mazda has sold a total of about 103,000 units, mostly passenger cars, in Israel since 1992.

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