Mazda is planning to introduce several updated technologies in its Thai product portfolio in order to raise competitiveness during the second half of this year, the company announced in a press release.
Although the Mazda release did not elaborate on the details, many are hoping for hybrid and EV technologies. Mazda is one of the few brands in the Thai market without a hybrid or EV model, and offering the technology would be a reasonable move to drive sales.
Recently the Hiroshima-based manufacturer introduced the updated e-Skyactiv X Mild Hybrid and e-Skyactiv G engine choices in the 2021 CX-30 and Mazda3 models for the global market. Insiders say there is a high possibility that Mazda will offer these technologies in the Kingdom starting in late 2021.
The latest 2.0-liter e-Skyactiv X engine develops 186ps at 6,000rpm and 240Nm of torque at 4,000rpm, compared to 165ps and 213Nm from the Thai-spec 2.0-liter Skyactiv-G engine in the current CX-30 and Mazda3.
Meanwhile, the MX-30, Mazda’s first EV, is another high-tech model that has yet to be offered in Thailand.
But there’s more to come from Mazda during the coming years. Last month Mazda Motor Corporation announced its long-term vision for technology development, “Sustainable Zoom-Zoom 2030”, which includes the promotion of electrification and introduction of products in various markets.
“The ‘SKYACTIV Multi-Solution Scalable Architecture’ products, to be introduced mainly for Japan, Europe, the US, China and ASEAN between 2022 and 2025, will consist of five hybrid models, five plug-in hybrid models and three EV models. In addition, several products with the ‘SKYACTIV Scalable EV Architecture’ will be introduced between 2025 and 2030,” Mazda announced.
Based on this product launch plan, Mazda assumes that 100 per cent of its products will have some level of electrification, while its EV ratio will be 25 per cent by 2030.
Thee Permpongpanth, senior vice president of Mazda Sales (Thailand) Co Ltd (MST), said the company plans to “launch a series of new products equipped with new technology to meet lifestyle of customers in the modern era and create a unique identity in the market. We believe that it could help increase Mazda’s competitiveness and drive the company to achieve its sales target.”
Mazda plans to sell 50,000 vehicles in Thailand this year but during the first six months sales reached just 18,908 units (an increase of 23 per cent nevertheless), as the Covid-19 situation in Thailand escalated to new highs.
MST president Chanchai Trakarnudomsuk said, “From accumulated sales above, the figures can be divided into Q1 sales from January to March 2021 at 10,890 units (an increase of 7 per cent), while Q2 sales from April to June reached 8,018 units (an increased of 53 per cent). This is one of the positive signs telling us that strong demand still exists. However, we have to closely monitor the situation of Covid-19 and adjust the strategy to drive the business in the second half of the year, in order to reach the business objectives.”
The Covid-19 situation has kept a gloomy shadow over the auto industry, which is expected to finish at 800,000 units this year. Approximately 370,000 vehicles were sold in the first half of the year, an increase of 14 per cent over the corresponding period in 2020, but the figure is still lower than what the industry had projected earlier this year.
Thee added, “For dealer support, we adjust the management policy to meet the situation, support dealers’ sales activities and work as a team. Meanwhile regarding marketing and communication, we use online marketing strategy and communicate through the Mazda Online Platform and Social Media, adding new communication tactics through digital media and encourage dealers to carry out more online activities to reach customers.”
Mazda sales (Jan-June 2021 vs Jan-June 2020)
Model Jan-Jun 2021 Jan-Jun 2020 % change
Mazda2 9,622 9,342 +3
Mazda3 1,270 1,257 +1
Mazda CX-3 2,231 559 +299
Mazda CX-30 4,194 1,873 +124
Mazda CX-5 390 851 -54
Mazda CX-8 532 723 -26
Mazda BT-50 666 797 -16
Mazda MX-5 3 6 -50
Total 18,908 15,408 +23