Mazda Planning Upmarket Move
Yamanouchi said: "The question is: In the global market, what is the significance of a player with a mere 2 percent? [. . .] It's something we frequently discuss internally. We came to the conclusion that if we make ordinary cars for the mass market, there is no reason for us to exist." The plan is to boost US sales by 43% by the end of 2016, when they hope to have sold 400,000 units by the end of the fiscal year.
They will also be launching new products, all of which will embody their new philosophy, internally called “Japan Premium”. Through the use of clever technologies, engineering and style, they want to further differentiate themselves from the other Japanese carmakers, despite being minuscule compared to the others - they sold 1.3-million cars last year.
The CEO went on to say: "This is a first step in going toward premium [. . .] It's about being a brand that has a strong bond with the customer [. . .] That's how we aim to be like a premium [. . .] Broadly speaking, it is not to rely on discounts but to have consumers appreciate the value of the product."
Story via autonews.com