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Baht/$ 34.09/12 (Bid/Ask)
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13,200
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AUTOMOBILES
SANTAN SANTIVIMOLNAT
Mazda conceded yesterday the Thai automotive market had worsened over the past two years because of skyrocketing fuel prices and inflation that have undermined consumer confidence. John Ray, managing director of Mazda Sales Thailand, said despite market difficulties, Mazda had made many changes and implemented projects to improve the brand and its business. Strengthening the brand involves all areas from sales and after-sales to the dealer network, customer satisfaction and people.
Development plans have included many training courses for staff in order to create a better customer-handling process as a foundation for success.
For the second half of the year, Mazda expects more positive prospects for the struggling pickup truck market after the drop in diesel prices. The oil price is expected to decrease until the end of the year after the government reduced excise taxes on fuel.
Mr Ray said competition in the automobile market would continue to be fierce due to the slump in consumer confidence in recent months.
''We foresee better prospects with the government's directive to stimulate the economy and releases of new models from several automakers,'' he said.
Despite the sales slump, he still maintained his prediction made early this year that total industry vehicle sales would be 650,000 units for 2008.
Rising diesel prices have caused a slump in all brands' pickup truck sales, including Mazda's BT-50 models.
The car segment, however, is heading in a more positive direction. The subcompact and compact segments, to which its Mazda3 belongs, grew 25% and 31% respectively in the first seven months of this year due to the launch of E20 fuel and cheaper petrol prices.
The Mazda3 growth was 13% during the period and demand is growing.
For the year ended in July, Mazda faced a supply constraint that is now being improved. With a better supply, it expected sales would be higher in the coming months. Back orders for the Mazda3 are 700 units per month.
But most importantly, Mazda, together with its dealers, will take advantage of the shift to passenger cars to maximise Mazda3 sales. The strategy, together with its improvement projects, will pave the way for the release of Mazda2 in the second half of next year.
The Mazda MX-5 sport roadster with retractable hard-top electric convertible roof was also a success, with steady average sales of 4-5 units per month. In the first seven months, the MX-5's accumulated sales stood at 31 units, a satisfactory level for a sport roadster.
For 2008, Mr Ray said Mazda expected total vehicle sales of 4,200 units, up from an earlier estimate of 3,500 units for the Mazda3. Sales of the BT-50 pickup trucks will be 7,800 units, down from earlier projection of 12,000 units and those of MX-5 will be 44 units.
As such, the total sales volume this year will be around 12,000 units against 15,019 units sold last year.
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