Mazda Sales Thailand, a local unit of the Hiroshima-based firm, is confident of hitting its sales target of a 15% rise to 60,000 units in 2018 after posting 16,586 cars sold in the first quarter, up 43%.
Mazda yesterday reported that the Mazda2 eco-car led sales with 16,586 sold during January to March, up 55% from the same period in 2017.
The CX-5 sport-utility vehicle accounted for 2,371 sold in the same quarter, soaring 198%.
But sales of the BT-50 Pro pickup contracted 8% to 1,650 in the first quarter, sales of the Mazda3 fell by 3% to 1,290, and those of the CX-3 dropped 6% to 958 cars.
President Chanchai Trakarnudomsuk said Mazda has been keen to conduct many sales activities with its dealers in provincial locations. For example, Mazda went with its network in Nakhon Ratchasima during the first quarter and sales were successful in terms of doubling vehicles sold in that province.
Mr Chanchai said Mazda's performance in the first quarter also saw 11% growth in the local car market with a rise to 234,000 units.
Moreover, Mazda received 5,021 orders from the Bangkok International Motor Show that ended on Sunday, and Mr Chanchai said these vehicles will be delivered to customers around May and June.
"With all these positive factors, Mazda is confident that the overall car market will grow by 5% to reach 920,000 cars sold," he said. "Mazda itself is monitoring its performance during the second quarter before increasing its sales outlook from the current target of 60,000 cars in 2018."
Mazda expects a market share of 6.5% in 2018, a slight 0.6-percentage-point increase on last year.
Mr Chanchai said Mazda plans to launch two new revamped models later in the year: the Mazda3 and the CX-3.
The CX-8, a large SUV, will be introduced in Thailand next year.
Mazda posted all-time-high sales in 2012 at 74,140 vehicles, up 76.6%, propelled by the government's first-time car buyer scheme, before dropping 28.6% to 52,943 in 2013 and 35.2% to 34,326 in 2014.
Sales surged by 15% in 2015 to 39,471 vehicles and increased by 7.8% to 42,537 units in 2016.
Last year, Mazda posted 51,355 units sold, or 21% growth.
Thailand is currently Mazda's seventh-largest market globally after China, the US, Japan, Australia, Canada and Germany, Mr Chanchai said.
In a related development, Mazda has reorganised its executive structure once again to promote Thais as leaders of local units from April onward.
Mr Chanchai said two Japanese executives will leave the local unit and Mazda has promoted two Thais to fill those positions.
The new structure at every level will have Thai executives, leaving only two Japanese executives now.
Mr Chanchai said the parent firm plans to push all Thais to use their capabilities to handle the local unit because it will be easier to understand market sentiment.
