Mazda sold a total of 39,266 vehicles in Thailand last year, down 32 per cent due to the Covid-19 pandemic, but still managed to achieve a 5-per cent market share.
Mazda’s 2020 sales comprised of 24,839 passenger cars, 11,716 SUVs and 2,711 pickup trucks., according to official distributor Mazda Sales Thailand Co Ltd.
The Mazda2 was the top-selling model with 21,789 units, followed by the CX-30 with 5,725 units and Mazda3 with 3,041 units.
“Nevertheless, Mazda’s sales performance in Thailand was the highest in the ASEAN market and emerging markets around the world,” Chanchai Trakarnudomsuk, president of Mazda Sales Thailand, said.
“2020 was the challenging year because there were many factors affecting the business particularly the pandemic of Coronavirus resulting the economic downturn since the beginning of the year. However, with the government measures and cooperation of Thai people, business performance has been continuously improved. As a result, the overall sales was better than expected,” he said.
For 2021, Mazda hopes to achieve the sales target of 50,000 units it originally attempted for 2020, and a 6-per cent market share.
Chanchai said the Thai automobile market could reach 840,000 units in 2021, but results will depend on the severity of the Covid-19 situation in the country.
The pandemic has already caused a postponement of the Mazda’s new BT-50 pickup, which is manufactured by Isuzu, helping Mazda save significant development costs.
Thee Permpongpanth, vice president of marketing and government affairs, added, “Last year’s performance was considered as a great success although Mazda did not introduce any new car model in the first half of the year. However, in the 2021, we will continue focusing on online marketing strategy to meet the exact needs of the customers in this digital era.”
In 2020, Mazda used online platforms to communicate with customers as well as stage marketing and sales activities. The company also expanded its dealer network in 12 locations, and was considered as the brand that opened the most new showrooms despite tough market situation last year.