Mazda will strengthen its commitment to the local market in 2023

In autonomous vehicles, Mazda does not go for the autonomous because it goes against the brand’s philosophy, which is driving, it also works on security and service technologies so that customers are safe.

Miguel Barbeyto, president of Mazda Mexico

Mazda will not ride the wave of electric vehicles, much less autonomous, it will focus on the demand for combustion cars to attack the Mexican market and almost double its sales in 2025 to reach 9% market share, with an “aggressive” strategy of not increasing the price of small cars, announced Miguel Barbeyto, president of the Japanese brand.

Upon completing 17 years in Mexico, the president of Mazda de México announced that the company will continue to invest in the country to strengthen its manufacturing and balance its internal sales with 50% of production, after the Salamanca plant -currently- exports 85% of the assembled.

At a press conference, Barbeyto assured: “Mazda goes against everything the world does. In autonomous vehicles, Mazda does not go for the autonomous because it goes against the brand’s philosophy, which is driving, it also works on security and service technologies so that customers are safe; and we are going to require distributors, human contact is key for us (in sales)”.

Even when the economic situation is not optimal for maintaining vehicle prices due to international uncertainty, the corporation “believes in Mexico to deliver results. We were quiet, asleep, but we woke up and with these plans that are quite ambitious, going from 5 to 9% is already being in the major leagues without losing sight of the fact that the client is the most important thing”. He recognized that the fierce Chinese competition made them leave their comfort zone and bet on volume sales and grow the distributor network with an aggressive pricing strategy. However, he acknowledged that they will continue to face the problem of semiconductor supply by 2023, although it will be better than in previous years.

The president of the Japanese brand reported that the bet is to place Mazda Mexico in the fourth largest sales market in the world, out of 113 nations, after the United States, China and Japan. Currently, it ranks sixth in the world.

To do this, a balance point will be sought that allows us to increase sales volume without losing the essence of the Premium brand. The distributor network will be increased from 60 to 100 by the end of 2025. High quality standards will be maintained, even when sales double.

Araceli Contreras, director of operations for Mazda Mexico said that to grow to a 9% share, there is an opportunity to increase sales volume in national products: M2, M3 SDN, CX-3 and CX-30; enhance the participation of Mazda Financial Services (MFS); as well as bringing new products in best-selling segments such as the CX-50, CX-70 and CX-90 SUVs during the first half of 2023.

“Mazda’s future in Mexico is promising, I am convinced that this plan will benefit many families in different ways. The growth of the network will bring new jobs, as well as the growth in the production of our plant in Salamanca, in which we continue to invest. Our responsibility from today is simple, we must continue working with passion and respect to fascinate all our internal and external clients”, said Miguel Barbeyto.

lilia.gonzalez@eleconomista.mx