Mazda to replace underperforming US dealerships

Article by Christian Andrei, on December 16, 2013

Mazda Motor Corp. targets a significant surge in sales per outlet while also planning to get rid of underperforming dealerships. Mazda is focusing sales and marketing energies into 35 metropolitan markets it has identified as vital to its growth. Mazda’s plan calls for opening showrooms to replace outlets in poor locations or underperforming dealerships.

According to Akira Marumoto, executive vice president in charge of North America, Mazda commenced explaining the new strategy to dealers in October, saying that the carmaker will be "aggressive" with the shuffle. Marumoto remarked during the Tokyo Motor Show that their initiatives are “bearing fruit."

Mazda is on pace for a fourth consecutive year of higher sales in the United States. Mazda Chief executive Masamichi Kogai aims to sell 400,000 units in the US in the fiscal year ending March 31, 2016, up a third from 300,000 units expected to be sold in the fiscal year ending March 31, 2014.

That sales goal would exceed the carmaker’s US sales record logged over a quarter century ago, in the 1986 calendar year. In the calendar year 2012, Mazda sold 277,046 units in the US. For the first 11 months of 2013, Mazda logged a 5-percent surge in sales in the US to 260,983 units. Mazda currently has 637 dealers in the US. In 2012, Mazda sold 437 units per US franchise, up from 393 in 2011.

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