When Mazda started selling the 2014 Mazda3 last fall, the compact received awards as the driving enthusiast's choice in the segment. It sales, however, has been dropping every month since August 2013. In fact, the Mazda3 posted a 27-percent dive in sales in the first two months of 2014.
Since the Mazda3 is being sold using Mazda’s near-premium pricing strategy, it has fallen prey to the ongoing price war between its two main rivals -- Toyota Corolla and Honda Civic. While Mazda has been limiting incentives to maximize transaction prices and profits, Toyota and Honda are shoring up theirs.
According to Dennis Bulgarelli, director of the automotive practice at Millward Brown Digital, the Mazda3 has ended up as collateral damage in the Corolla-Civic battle. The 2014 Mazda3 went on sale around the same time as the 2014 Corolla.
While the Mazda3 attracted higher online shopping traffic from consumers nearing a purchase decision, many of them decided to buy the Corolla instead, Bulgarelli disclosed, citing Millward Brown data. He noted that while rivals hiked incentive spending on their compact offerings, Mazda curtailed Mazda3’s.
Mazda3 incentives reached over $2,700 per unit during the 2013 model's sell-down last summer. They were reduced to $1,233 in January 2014. "In that segment, unless you've got some compelling reason to be considered over a Honda and Toyota, you're probably going to lose that battle," Bulgarelli said.
The new Mazda 3 has been designed to be revitalizing, giving people the inspiration to expand their horizons. This is evident on its handling and its responsiveness to driver’s input as well as to precise cornering and feedback. The new Mazda 3 also links its driver and passengers to the Web through its new mobile connectivity concept.
All of these are a vital part of Mazda's vision-in-progress for safe and environment-friendly vehicles -- Sustainable Zoom-Zoom. It offers very low harmful emissions, allowing its drivers to enjoy the drive without having to be bothered by their conscience. Moreover, the new Mazda 3 leads or closely follows the leaders in terms of aerodynamics, interior space, acceleration and braking. The new Mazda 3 boasts of an intelligent design and sophisticated interactivity that allow it to be the best in what it does.
The new Mazda 3 is provided with an exterior design that spurs the spirit of its onlookers before dramatically stirring their interests. This results to a magnetic connection that could lead to a long-lasting relationship.
This magnetic connection is made possible by the so-called "KODO - Soul of Motion" design theme, which takes inspiration from the beauty and power of nature. With this design language, Mazda is able to give its new generation of vehicles a characteristic sense of vitality and agility.