Mazda Oz predicts record sales year
MAZDA Australia says that 2022 is shaping up to be a record year for local new-car sales as COVID-19-related supply issues and microprocessor shortages abate.
What’s more, with Australia nearing the top of all global markets for the Mazda brand, the Japanese marque’s local subsidiary expects supply of upcoming new SUV and newly revised BT-50 utility models will continue to drive the brand even higher up the new-car sales charts.
Speaking to GoAuto at the launch of the updated MY22 Mazda BT-50, Mazda Australia managing director Vinesh Bhindi said that while lingering supply issues from the global pandemic remained an issue for some, Mazda Australia was better placed than most to continue setting records.
“As we leave lockdowns in the past, we are certainly seeing a return to normality in all aspects of life. But as you as you know, the implications of business restrictions, delivery delays and parts and labour shortages will persist for a while – across almost all industries,” Mr Bhindi said.
“It's humbling to see how significantly our industry has been affected. But it's also encouraging to see that it's rebounded with vigour as the market welcomes new players and new models – there’s a renewed interest in new-vehicle ownership.
“On the whole, our thinking is that the market will be bigger than last year, in other words, around the 1,000,000 to 1,005,000 mark, or above, but, whether supply will be able to meet that demand remains to be seen,” he said.
Mr Bhindi said that Mazda Australia had weathered the storm better than most, and that the CX-5, BT-50 and CX-30 (up 53% year-on-year) were continuing to lead the company forward in 2022.
“Mazda has started the year strongly. January's 9805 unit sales helped us achieve a 12.9 per cent market share for the month – our highest share for any month ever – though we admit this result reflects the status of supply, Mr Bhindi enthused.
“We are encouraged to see the Mazda CX-5 hit an all-time sales record as the nameplate enters its tenth year in the market, and right before we launch the updated model in a few months’ time. This CX-5 notably bested its own monthly sales record in 2021.”
Mazda’s CX-5 placed first in the hotly contested Medium SUV (under $60k segment), beating the popular RAV4 as Toyota continued to feel the effects of global supply shortages. The local subsidiary of the Hiroshima-based brand sold 3213 units of the CX-5 in January; that tally was well ahead of the Toyota RAV4 (1425), Subaru Forester (1480), and Mitsubishi Outlander (1352).
Mr Bhindi said that a range of Mazda models had enjoyed a strong start to the sales year with the BT-50 utility range setting fresh records for the brand. On the back of a record-breaking 2021, the Isuzu-based model was expected to continue its currently trajectory and finish the calendar year with unit sales of close to 20,000.
“The BT-50 continues its steady sales pace and achieved its best sales for January last month. What’s more, in 2021, the all-new BT-50 managed to hit its best year on record with over 15,600 units sold, and we are confident that trajectory will continue with the latest round of updates growing the range to serve even more customers’ needs,” Mr Bhindi said.
“The ute segment remains a crowded place, but the new BT-50, which we launched in 2020, has revived our position in the segment, and given us a strong footing within the top 10,” he added.
Mazda’s BT-50 range performed will in both Pick-Up/Cab-Chassis 4x2 and Pick-Up Cab-Chassis 4x4 segments. Mr Bhindi said that customer acceptance of the model helped it to exceed company sales forecasts.
Two-wheel-drive BT-50 derivatives finished January in fifth place with unit sales of 175, behind the Toyota HiLux (1022), Isuzu D-MAX (441), Mitsubishi Triton (272), and Ford Ranger (259).
Four-wheel-drive variants, likewise, finished in fifth place. The BT-50 recorded first month of 2022 sales of 1047 units behind the Ford Ranger (2986), Mitsubishi Triton (2604), Toyota HiLux (2569) and twin-under-the-skin Isuzu D-MAX (1454).
“For all its challenges, 2021 was the best sales year ever for BT-50, and we are certainly pleased with the result. It shows us that the new model hasn't just been accepted, it's been embraced by our customers,” Mr Bhindi said.
“We exceeded our forecast by 1200 units. We sold 2.5 times more 4x2- and 15 per cent more 4x4 variants than we expected – the XTR was our standout performer. With good amounts of stock coming in, our dealers are in a strong position to meet customer demand in 2022,” he added.
Mr Bhindi’s sentiments were echoed by Mazda Australia marketing director Alastair Doak, who cited the brand’s shift upmarket and continually expanding range as key to the brand’s success.
“One of our priorities is to offer customers a wide choice. That's why we have the biggest line-up of models of any Mazda market outside of Japan. It’s also why we frequently update, modify or grow product lines in response to customer demand as quickly as we can. By doing so, we pass on new technology and new features as soon as they become available to us,” Mr Doak said.
“(Within the BT-50 range), the new derivatives we’re adding this month will certainly help us to cast a wider net and broaden the appeal of the BT-50 range to both private and business buyers. As such, we’re projecting a strong year of sales in 2022. We’re aiming for 19,000 sales, which, of course, will be an all-time record for us and build on the record pace we set last year.”
Mr Doak said he expected much of the BT-50 range’s sales growth would come from business buyers – the new 1.9-litre XS and 3.0-litre XT variants were particularly tailored to that market.
Visit GoAuto again soon for our review of the all-new 2022 Mazda BT-50 range.
