Mazda analysis – Models (2/3)

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Mazda analysis – Models (2/3)
 

- In 2014, the best-selling Mazda car in Europe is an SUV from segment C, the CX5, which increased by 22%. Mazda is taking full advantage of the dynamics of this growing segment.


- The segment C sedan, namely the Mazda 3 is experiencing good growth in 2014 (+ 88%) because the vehicle was renewed in 2013 and offers a powerful diesel engine.


- Finally, the segment D sedan, namely the Mazda 6 is practically the last Japanese sedan of this segment sold in Europe, and is also experiencing growth (+ 11%) in a segment down and forsaken by Japanese manufacturers.


- In 2014 the Mazda 2 which will soon be renewed grew more than the market.


- It appears that Mazda has a condensing strategy:

1/ condensing of models sold in the world: only 12 are marketed globally

2/ condensing of platforms used: In Europe, for example, 88% of vehicles sold are based on two platforms, one platform for Mazda 2 ( and future CX3), and a platform for the Mazda 3, 6 and CX5.

3/ condensing of the number of plants: 6 production plants (two in Japan, one in China, one in Thailand and one in China) + 3 small assembly plants (Indonesia, Malaysia and Taiwan).

These elements contribute to the effectiveness of the Mazda production and thus the company's economic efficiency.


15-08-7  

 

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Mazda analysis - Market (1/3)

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Mazda analysis - Market (1/3)
 
- Mazda rose by 0.8% in the global market (PC + LUV) in 2014 compared to 2013, which is less than the increase in the world market as a whole. Globally, Mazda (14th) fell behind Mitsubishi (13th) in the carmaker ranking for 2014. The largest markets for Mazda are the USA (+ 7.7%), Japan (-1.6%), China (+ 6.9%), Europe (+18.8%), the Pacific region (primarily Australia, -1.3%), Canada and Mexico (+ 7.5%) and ASEAN (-13.9%). Mazda's  progress therefore is mainly to be seen in Europe and North America.

- In the US, Mazda mainly benefited from the rise of the local market (+ 5.9%), like other carmakers. In Japan, Mazda has lost market share in a rising market (+ 3.5%), which increased mainly due to K-car vehicles, and Mazda is not present in this segment. In China, Mazda has followed the market growth (+ 6.9%) but did not increase its market share.

- Mazda's  progress in Europe is the result of:
1/ the progress of the European market (+ 5.5%),
2/ the success of vehicles recently renewed and located in growing segments,
3/ a clear positioning of its range (SUV and Sedan),
4/ a design corresponding to the current trend of the European market,
5/ a strong brand image and history in Europe, both with regards to sports (MX-5, RX-8) and technology (rotary engine).

15-08-6  

 

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Mazda analysis – Production (3/3)

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Mazda analysis – Production (3/3)
 
- Mazda's production strategy is mainly an export oriented strategy from Japan. Thus, the first market (USA) is supplied by Japan and more recently by Mexico. The European market is also supplied from Japan. However, like other carmakers, in China, Mazda produced locally in a joint venture with a Chinese partner Changan.

- Thailand is used by Mazda as a production base for pickup vehicles (BT-50), this country is specialized in the production of this type of vehicles. Other Japanese carmakers also produce pickup on site (Toyota, Nissan, Mitsubishi, Isuzu).

- Finally one plant in Russia carmakers the CX-5 SUV in a joint venture with Sollers, responding to the policy of the Russian authorities who want less import of vehicles and wish to increase local production Mazda remains above all a Japanese exporter of vehicles.

- The progression of Mexican and Russian plants for local and regional markets should not reduce the volumes produced in Japan since other areas will remain energized by Japan. China will remain a local manufacture producing for the local market.

- Worldwide, Mazda's goal is to increase sales by 5% (in a global market that is expected to grow 3.5%). In Europe (excluding Russia), Mazda expects an increase in sales, but hasn't given any specific figures.

- Inovev expects it to increase by 4% in 2015 compared to 2014.

15-08-8  

 

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Volkswagen will produce the Tiguan in Mexico

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Volkswagen will produce the Tiguan in Mexico
 

- Volkswagen currently produces the Tiguan (segment C-SUV) at Wolfsburg for European and American markets (North and South), in Shanghai for the Chinese market and in Kaluga for the Russian market.


- The future Tiguan, available with 5 or 7 seats, will be produced in two additional plants:  Hannover (probably the 7 seater version, in order to discharge the Wolfsburg plant) and Puebla, Mexico for 5 and 7 seater versions, marketed in North and South American markets, as well as some South Asian countries.


- In 2014, the Puebla plant, which produced 475 000 vehicles (Volkswagen Jetta and Beetle to world markets except China) for a capacity of 525 000 units per year, is already close to saturation. The arrival of the Tiguan therefore requires further increase of its capabilities: this model has indeed found 25 000 customers in 2014 in the US, 10 000 in Canada and 5 000 in Mexico, 40 000 units in total. In addition, the 7-seater version added to the 5-seater means that the expected sales volume for this region largely exceed this figure of 40 000 units annually.


- The German carmaker Volkswagen has therefore announced that it will increase production capacity of its plant in Mexico to add the manufacturing of the future Tiguan. The carmaker expects an additional capacity of 100 000 units/year at the Curitiba plant Puebla.


15-08-5  

 

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Renault will also produce the Logan and Sandero in Argentina

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Renault will also produce the Logan and Sandero in Argentina
 
- Today, nine countries produce or assemble Logan, Sandero, Duster, Lodgy and Dokker models either under the Renault brand (630 000 units in 2014) or under the Dacia brand (550 000 units in 2014): Romania, Morocco , Brazil, Colombia, Russia, India, Turkey, Algeria and Iran.

- In 2014, in Brazil, out of the 240 000 vehicles produced at the Curitiba plant 200 000 were Sandero, Logan and Duster models and 40 000 were Renault Master, Nissan Navara and Livina models. This plant has a capacity of 300 000 units a year. These vehicles are for the local market but are also intended for export to other countries in South America (excluding Colombia).

- In 2014, in Argentina, Renault-Nissan produced in the Cordoba plant 80 000 Renault Clio, Kangoo and Fluence. This plant has a capacity of 150 000 units a year. Vehicles manufactured in this plant are also destined for the local market and for export to South America (excluding Colombia).

- The arrival of a pickup version based on the Duster will result in transfers of models between the Brazilian and Argentine plants. In fact the Renault-Nissan plant in Brazil will not have sufficient capacity to accommodate this future models (which could be produced at 10 000 units / year). To free up extra capacity, the Renault-Nissan group decided to transfer part of the production of Logan and Sandero models from Brazil to Argentina (which can be estimated at 40 000 units).

- The Brazilian plant will hence produce a pickup for the local market (which is the South American leader in the pick-up category ) and for exports. Argentina will produce the Logan and Sandero for its own market. Renault-Nissan's goal is to saturate the Brazilian and Argentine plants but also intend to bring these models closer to the most sought after segments in this markets.

15-08-4  

 

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  1. Brazilian production fell behind that of Mexico in 2014
  2. Mexican production ranks 7th globally in 2014
  3. 2015 Geneva Auto Show: Kia
  4. In 2014 British production remains behind French production
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