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Showing posts with label Brand - Mazda. Show all posts
Showing posts with label Brand - Mazda. Show all posts


The next Alfa Romeo Spider will be a Mazda MX5, built in Japan! The platform will be all Mazda, with unique body panels and engines to each brand. This is the way of the future. Mitsubishi already make SUVs for Peugeot and Citroen.
Both Mitsubishi and Mazda are not well placed. Mazda no longer has Ford to help defray expenses with. However, thanks to the Ford tie-up, Mazda currently has a competitive range of vehicles but that surely cannot continue by going it alone. Additionally, it only makes cars in Japan which must impinge on profits. Mitsubishi on the other hand has been struggling for some time now. Its cars are so poor; it has to sell them at prices that yield no profit, only its SUVs keeping it afloat. Making them for PSA is the way to go, but is that enough?
Fiat and Suzuki are getting cosy, including a newly announced co-operative arrangement in India. Other manufacturers are busily finding ways to cut costs by sharing development and production. The MX5/Spider deal should be successful. Although not significant in itself, it is nevertheless part of what is becoming the norm in the car industry.
Pic: http://www.thetorquereport.com

Fiat And Mazda Team Up?


Mazda has always been a relatively small player in the Japanese car industry. Most of its cars are made in Japan, beneficial with the Yen always cleverly undervalued. It has had to be a little different, even quirky, to get noticed. The rotary engine is a classic example of that. For the last three decades, Ford has owned up to a third of Mazda in a tie up beneficial for both car makers. However, a few years ago, Ford was hit by the economic meltdown and decided to sell its share of Mazda. While still cooperating together, no doubt not with the same benefits.
To make matters worse, the Yen rose after the US meltdown and making mass produced cars in Japan isn't profitable unless with very large production numbers. This has led to Mazda being the most unprofitable car maker of the main car makers in Japan. Mazda has now been losing money for four consecutive years. So where to from here? Moving some production out of Japan would help, but not likely for a company Mazda's size. I would have thought another tie up to get development / production costs down.
I have an idea, but not one I expect to happen. VW has a strained tie up with Suzuki. If VW severed that relationship, Mazda could be a good fit instead. The reason I say that is VW has a poorly performing brand in SEAT of Spain. It makes a slightly sporty car mainly for Europe, while Mazda has a similar ethos.
So if they did get together, there could be a link between SEAT and Mazda. If SEAT made cars both for itself and Mazda in Spain, it would make Mazda's European sales more profitable. Mazda could also make cars for SEAT as the two brands blended.
I see that Mazda needs such a collaboration to get back into the black, and it could be the making of troubled SEAT. As I said, I am not expecting it to happen but Mazda needs to do something. It is starting a joint venture in Malaysia, a move in the right direction.
PS. Below is car production for Mazda in 2010 (source OICA):
Japan 993,000 69.8%
China 229,000 17.5%
Thai 87,000 6.7%
USA 54,000 4.2%
Rest 24,000 1.8%
Total 1,307,000

Where To For Mazda From Here?

The Japanese have many car brands, four of which make up this comparison. One is much bigger than the others but Suzuki has a dominant position in India and is much stronger in Japan. This makes it much bigger than the others, but take those two market's sales away and they then become quite similar in size. 

Below the first area is Production and the second Sales. Only Suzuki stated 'Other' sales and a total sales figure worldwide. This was over 200,000 short of the production total which is quite a lot. I then estimated the remaining three's 'Other' sales, assuming production and sales didn't vary the same way as Suzuki's. The figures cover the fiscal year April '12 to March '13:


Suzuki+/-Mazda+/-Mitsubishi+/-Subaru+/-
Prod







Japan1,044,117+2%879,129+4%486,438-17%583,078+25%
Other1,834,318+3%320,712-5%635,492+36%181,184+6%
Total2,878,435+3%1,199,841+1%1,121,930+6%764,262+20%









Sales







Japan671,823+13%216,257+5%134,021-11%169,205-5%
Other1,988,541+1%980,000980,000
590,000
Total2,660,364+4%1,166,2571,084,021
719,205

Suzuki: 36% of Suzuki production was in Japan, and 25% of sales. Therefore it made less of its cars in Japan than the other three, but had a bigger percentage of sales in its homeland than the others.


Mazda: 73% of production was at home and 18% of sales. This showed an excessive reliance on domestic production but not very dependent on Japan for car sales.


Mitsubishi: 43% of production was Japanese and 12% of its sales for Japan. Overall it depended less on Japan than the others, it's very poor domestic sales giving it that distinction.



Subaru: 76% of production was in Japan and 22% of sales. This is the most Japanese of the quartet here.




Summary: So how do I rate them?

Suzuki is part owned by VW, but this seems irrelevant as sharing between them is non-existent as far as I know. India and Japan are a plus, but dependence on mainly smaller, less profitable vehicles a minus. Unless the VW deal is more productive - or it can successfully move up market in size - then Suzuki is in a neutral position.

Mazda: Now without Ford and not a very big player is a negative, as is being a small brand at home. Still, with the Yen now undervalued again, new frugal engines and a fullish range of vehicles, quite well placed.

Mitsubishi: Too small to go it alone and no other brands wanting to own it, it seems to me Japanese banks keep it going. Not popular in Japan, it struggles just about everywhere else too. It makes some vehicles for PSA but needs much more of that, and concentrate on the Asia/ Pacific region. Not looking that good.

Subaru: It is far too small to be on its own so now Toyota is investing in it. That takes it from a huge negative to a very positive place. The future looks secure under Toyota's wing.

Suzuki Mazda Mitsubishi Subaru Worldwide Sales-Production Comparison 2012/13


The new Mazda 3

Since the tie-up between Mazda and Ford came to an end, Mazda has really had to stand on its own feet. It has certainly done well with SkyActiv engine technology and design themes such as Kodo (soul of motion). When you are small (1.5% of world production), the fight is harder and there is no place for conservatism.

With 95% of production in just three countries - all Asian based facilities - it hardly has a global presence in that area. So many cars made in Japan (71%) makes it vulnerable to currency fluctuations. With Japan the masters of manipulating the Yen to keep it undervalued, Mazda can still make money making cars there. However, a financial crisis could send the currency up, and then Mazda would be exposed like it was a few years ago.

China production suffered anti-Japanese backlash and a drop to 14% of the total. Japanese car manufacturing was up a modest 4%, and the total figure was barely up 2%. Worldwide share dropped, but 2013 will be better. It is currently 18th worldwide.


1112
2011Shr2012Shr

11Japan813,30269.8%845,55071.1%

22China212,46718.2%169,46914.2%

33Thaïland75,6306.5%115,8159.7%

44USA43,5233.7%37,5633.2%

55Ecuador8,1480.7%9,6900.8%

86Taiwan3,4710.3%4,7750.4%

67Colombia4,3460.4%3,5470.3%

78South Africa3,8750.3%2,4810.2%

99Zimbabwe8290.1%3930.0%



Total1,165,5911.5%1,189,2831.5%
The popular CX-5
Data source: OICA.

Mazda Worldwide Production By Nation : 2012


The new CX-5 is selling well. It needs to.

Sales for the independent Japanese brand were slightly down for 2013. This surprised me as the new CX-5 came along and proved to be a big hit, already the second best seller in the range. The CX-7 ceased production in 2012 and that was part of the reason for the sales slip. Only one car/MPV model increased, while the BT-50 pick-up did well also.


111213
SalesShare+/-

1113362,00033.3%-10%

-72CX-5200,00018.4%900%

2236195,00017.9%-14%

3342184,00016.9%-17%

455559,0005.4%-19%

666CX-940,0003.7%-9%

547CX-718,0001.7%-80%

788MX-515,0001.4%-12%

8109Biante9,0000.8%-10%

991086,0000.6%-50%

10--RX-8-





Total1,088,000
-2.6%












BT-5073,0006.7%43%

Sales data: Thanks to Mazda.

Mazda is in a difficult position. Volumes are at premium marque levels, but prices and margins are at mass markets brand level. It simply isn't big enough to go it alone. It did benefit for many years being part owned by Ford, and the cost savings that brought. That is over, and I assume the benefits have finished or will be scaling down.

On the positive side, the SUV CX-5 should be more profitable than car models. However, without a tie up of some sort with another manufacturer, it's hard to see how Mazda can continue indefinitely. The Japanese way of car makers having to support each other may come into play soon if an overseas collaboration isn't forthcoming. 

The latest Mazda3 has arrived, and will improve sales for that model.

Mazda Sales By Model : 2013

It's a rough road when you are a small, stand alone car maker

Being small can be good. You can make quick decisions and daring ones, with little to lose and the need to be noticed. Mazda is like that. It's image is one of driving fun when bigger Japanese firms are too scared to be anything but conservative. Fun? Yikes!!! So not Japanese. They also champion a fuel efficient engine, which has lost some appeal with cheaper fuel.

The downside of small is trying to survive. Mazda would no doubt like to expand international production but that costs money. So over 75% of cars come from the homeland. With nearly 99% Asian production, it is anything but a global company when looking at car making. Still, they offer something different from the rest of Japanese car makers.

Below is the list of nations from the 17th largest car maker:

11 12 13 Nation Prod Share

1 1 1 Japan 966,628 76.5%

2 2 2 China 187,053 14.8%

3 3 3 Thaïland 92,644 7.3%

5 5 4 Ecuador 7,474 0.6%

8 6 5 Taiwan 5,178 0.4%

7 8 6 South Africa 3,070 0.2%

6 7 7 Colombia 2,103 0.2%

9 9 8 Zimbabwe 23 0.0%


Total 1,264,173

Data source: OICA and Mazda.

Mazda Production Cars/LCVs By Nation : 2013

Sometimes a model comes along that has the potential to do something a bit special for a brand. It may be to the change direction of the company, to add real volume or just to lift it out of the sales doldrums. The cars below that come out around the 2015 year could all do that.

One the right track but one swallow doesn't make a summer

 Honda HR-V - Is a dull company becoming exciting? Honda knows it has to be more adventurous because while in some places reliability and practical features win, in Europe especially that isn't enough. Honda needs to find exciting and fun in it's future designs. The HR-V looks promising. Probable effect on the marque 5/10.
Surely a winner for Jeep, but it's a crowded segment too

 Jeep Renegade - Taking Jeep to Europe and elsewhere. That's what this car is all about. The USA will probably find it too small and that is one market Jeep is already strong in. It's the rest of the world it has more potential in. Can the Renegade bring Jeep to a new level of popularity globally? Probable effect on the marque 6/10.

It fits with the brand design, but the nose looks too big to me 

Mazda CX-3 - The brand has been benefiting from new models, an undervalued Yen and an economical engine range. The task now is to kick on and rise to the next level. Models such as the CX-3 will determine whether Mazda can ever hope to catch the bigger players. Probable effect on the marque 6/10.

It looks a good car in a segment awash with good cars. 

Opel/Vauxhall Astra  - GM needs to revive European sales while becoming profitable again. New cars like the Astra are an important model for the company. Doers it have enough to woo buyers into the showroom? Probable effect on the marque 5/10.

Ideal for crowed cities but otherwise rather limiting

smart ForFour - Since the brand was launched in 1998, it has never really succeeded. It sold quite well in Europe but profitability seems to have eluded owners Mercedes Benz. A previous four seater model and roadster came and went, but now a new four seater. The advantage this time is cost is shared with a sister car, the Renault Twingo. Can this model be profitable? It needs to be because if not, one wonders if smart has a future. Probable effect on the marque 6/10.

I like the bold styling. It will have to battle hard

Ssangyong Tivoli - This make has had a chequered history, with various owners coming and going. Profits were coming for new owner Mahindra, but now sales have slowed and losses have returned. Based on that, this is a model that is very important. It's a growing segment but many new entrants are starting to crowd it somewhat. Probable effect on the marque 5/10.

I'm surprised Europeans like it. Blinded by a logo I think

VW Passat -  The car sells well in Europe but in America it really needs to hit the target. VW is having a tough time there, getting elbowed out of the way by other car makers. The new Passat is the car to get VW humming again Stateside. Well that's what VW hope. Not a bad effort but too safe. I personally think the new Ford Fusion (Mondeo) eats it for breakfast. Probable effect on the marque globally 6/10 (USA 4/10).

Summary: A lot of scores around the middle mark, which shows that in my humble estimation that none will flop, but neither will they set the world on fire. If a brand needs to change, it will take more than one car to do that anyway - unless it's incredibly good. I'm not sure if any here fit that description, nice as they are.

Some Important Cars For 2015 : Mainstream

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