On October 1st 2014, Mazda Southern Africa started operating from its Midrand based head office as an independent national sales company. A full sales and service dealer network was put in place to operate in South Africa, Namibia, Botswana and Swaziland. In the short 3-years since operations began, Mazda has introduced several well-engineered and competitively priced new models showcasing Mazda’s KODO design philosophy and SKYACTIV Technology.
In addition to new products, Mazda have also announced a number of initiatives that exhibit the company’s defying convention brand motto. These include an industry first 3-year UNLIMITED kilometre factory warranty, 3-year UNLIMITED kilometre roadside assistance and 3-year UNLIMITED kilometre service plan on passenger vehicles; while the BT-50 Customer Care Plan was introduced to assure a like-for-like courtesy vehicle for BT-50 owners. In February 2017, the company announced Mazda’s LIFETIME Parts Warranty; another industry first where Mazda commits to the repair or replacement of any part fitted as part of a retail repair that fails to perform its normal function. The repair or replacement will be without any charge to the vehicle owner for the lifetime of the vehicle being possessed by the owner.
Mazda made a business decision to not pursue fleet or rental business but to instead become the brand of choice for the private buyer and the business buyer who behaves like a private buyer. The company continues to work towards positioning the brand as a value based premium alternative to attract a full spectrum of buyers into the Mazda brand. This business strategy has significantly improved resale values and saw the company leap from selling just over 4 500 units in 2014 to over 12 000 in 2016. Under the leadership of recently appointed Managing Director, Craig Roberts; Mazda’s market share is already at 2.4% and the company is well on track to archiving the 2017 sales target of 13 000 units.
Mazda Financial Services has also made impressive strides with over 8 000 WesBank financed customers recorded since launching the finance retail partnership in February 2015.
Forging its own strategic direction, Mazda’s focus has always been on building solid dealer partner relations. This strategy has proven to be a success with evident results from the 2017 NADA DSI Awards. Mazda Southern Africa was presented with a gold award, ranked within the top 25% of manufacturers and is now amongst the most investor friendly brands in South Africa.
“The future is very exciting with a new generation of Mazda vehicles that will introduce the next level of SKYACTIV Technology. We also look forward to the imminent launch of Mazda Foundation. Together with our dealer network, we are committed to steadily growing the Mazda brand, ensuring that owners and future owners have access to the best offerings, quality vehicles and an ‘Ultimate Mazda Experience’ for years to come.” –concludes Mr Roberts.
Mazda’s current model-lineup includes Mazda2, Mazda3, CX-3, CX-5, MX-5 and the Mazda BT-50.