Even if the Japanese automaker is not hunting volumes, its latest efforts to bring some distinctly models are visible on its growth trend.
Even if Mazda is not doing so well in its home market, the Europeans seem to balance to some extent that offset. The Japanese automaker upheld its strong momentum in the region through the first quarter of 2016 with a 28.5 percent year-on-year boost in sales, to 68,797 units. This was the company’s 14th consecutive quarter of gains and the tenth double-digit increase in the past 12 quarters. The sales surge was mainly fuelled by the small CX-3 SUV that first went on sale last June, but also by the new-generation Mazda 2 supermini, whose turnover soared by 75 percent during the quarter. The new model of the popular MX-5 roadster, recently crowned 2016 World Car of the Year and 2016 World Car Design of the Year, was also well received and jumped up 282 percent in demand.
The country that inspired Mazda’s brand icon – the UK – remains its number one market, representing one-third of MX-5 sales in Europe last quarter. Other mainstay models such as the Mazda CX-5 and Mazda 6 continued to achieve their targets, while the Mazda 3 remains the bestselling non-SUV in the carmaker’s European line-up. As for the markets, Portugal, Italy and Spain led first quarter year-on-year growth as sales more than tripled in Portugal, doubled in Italy and rose by 70% in Spain. Mazda sold more than 227,000 vehicles in Europe over the past 12 months to the end of March, an increase of 28 percent over the previous fiscal year.