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2018-10-03 10:37
Mazda dealership

Image: iStock

It has been 4-years since Mazda Southern Africa started operating from its Midrand based head office as an independent national sales company in October 2014.

Since then MSA has successfully launched Mazda Financial Services, MFS Comprehensive Insurance and the Mazda SA Foundation.

Evident results and proven success

Forging its own strategic direction, Mazda’s focus has always been on building solid dealer partner relations.

SEE: SUVs prove popular - here's how Mazda SA fared in August car sales charts

This strategy has proven to be a success with evident results in the number of initiatives the company has rolled-out through its full sales and service dealer network operating in South Africa, Namibia, Botswana and Swaziland.

These offerings include the 3-year Unlimited kilometre factory warranty, roadside assistance and service plan on passenger vehicles, while the BT-50 Customer Care Plan assures a like-for-like courtesy vehicle for BT-50 owners.

To exhibit Mazda’s defy-convention brand motto, the company also introduced an industry first Mazda Lifetime Parts Warranty, where it commits to repair or replace any part fitted as part of a retail repair that fails to perform its normal function without any charge to the owner, for the lifetime of the vehicle being possessed by the owner. All the while well-engineered and competitively priced new models showcasing Mazda’s Kodo design philosophy and SkyActiv Technology were launched.

Meeting required levels

Mazda made a strategic decision not to pursue fleet or rental business, but instead become the brand of choice for the private buyer and the business buyer who behaves like a private buyer.

This direction has seen the company leap from selling 4 500 units in 2014 to over 13 000 in 2017. The strategy has also significantly improved vehicle resale values.

Mazda dealership

                                                                             Image: iStock

Mazda’s market share is already at 2.6% and the company is well on track to achieve its 2018 sales target of 14 000 units under the leadership of Managing Director, Craig Roberts.

"Mazda Southern Africa is now amongst the most investor-friendly brands in South Africa and ranks within the top 25% of manufacturers.

Together with our dealer partners, the MSA combined 'OneMazda' team aims to continue to work towards ensuring that owners and future owners have access to the best offerings, quality vehicles and an ‘Ultimate Mazda Experience’ for years to come," says Roberts. 

Mazda’s current model-lineup includes Mazda2, Mazda3, CX-3, CX-5, MX-5 and the Mazda BT-50.

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