Mazda continues to be the fastest growing auto brand in Thailand

The Bangkok Post reported that Mazda continues to be the fastest growing auto brand in Thailand, with sales surging and market share rising to unprecedented levels in the first 3 quarters.

Mr Choichi Yuki MD of Mazda Sales (Thailand) said that company has soaring orders at home and abroad.

Total vehicle sales in the first nine months of the year soared 52% year on year to 555,515 units, with Mazda selling 25,763, up by 242%. That made it the fastest growing brand, with its market share almost doubling to 4.6% from 2.4% in 2009.

Mazda's dream of capturing a 5% market share this year by riding the popularity of the Mazda2 subcompact is becoming increasingly possible.

Toyota was the top seller for the period, with sales climbing by 47% to 225,557 units, followed by Isuzu (105,659 units, up 41%), Honda (82,063 units, up 30%), Nissan (38,043 unit, up 92%), Mitsubishi (26,614 units, up 118%), Chevrolet (13,706 units, up 31%), Ford (7,084 units, up 35%) and Suzuki (3,932 units, up 132%).

Mazda's sales received a strong boost from the Mazda2, which debuted locally last November. Sales of the subcompact reached 17,056 units in the first three quarters.

Mr Choichi Yuki said that Auto Alliance (Thailand) (AAT), the Ford Mazda JV production facility in Rayong province, recently upped his brand's output for delivery to customers in the fourth quarter.

The move came at the request of Mazda Sales (Thailand), as production of the Mazda2 and BT-50 has been unable to keep pace with soaring orders both at home and abroad. The AAT plant was producing 100,000 passenger cars annually, split evenly between the Mazda2 and the Ford Fiesta, and 175,000 pickups, split equally between the Mazda BT-50 and the Ford Ranger.

Competition will be stronger in the fourth quarter, which is the traditional auto buying season, especially for passenger cars. Several companies plan launches of new models. Mazda will introduce its new pickup truck, which will eventually replace the BT-50.

Local supply of the BT-50 earlier ran out, as almost all of the units made by AAT were exported.

Mr Yuki that "The Thai automobile market has experienced dramatic growth this year."

He called 2010 a golden year for the local auto market, with expected total domestic sales of 750,000 to 800,000 units.

Mazda's sales will exceed 35,000 vehicles this year, thanks mostly to the Mazda2 remaining highly popular in the subcompact car market. The company's success continued last month by not only achieving its sales target but also recording the highest growth in the market. Total auto sales in Thailand reached 68,085 units in September, up by 52% year on year. Mazda sold 2,934 vehicles, up by 190%.