IN Q1 2009 Mazda sales dropped 58%

Cosmina Capalău

In this year of crisis, when the auto industry is one of the hardest hit sectors of Romania"s economy, carmaker Mazda is already feeling the effects of the financial crisis.

"In Q1 2009, Mazda sold 263 cars in Romania, and it has a market share of 1.1% on the imported cars market", said Dragoş Grapinoiu, Marketing Manager of Mazda Romania. He said: "Compared to last year, our sales dropped 58%, which follows the market"s overall downward trend".

Romanian car makers and importers are feeling the sting of the crisis as well. "Mazda chose to focus on developing instruments that would allow potential customers easier access to financing, and on the profitability of dealers operating in Romania", said Mr. Grapinoiu. With that in mind, he said that "this year, the company launched a financing service available for all its car models, which has some of the best models on the domestic market. At the same time, "Mazda" launched a promotional campaign with special pricing for all the car models in its portfolio, with discounts from 2,500 to 5,000 Euros", he added.

• In 2009, Mazda estimates its sales will reach 1% of the total volume of imported cars sold

Estimates by Mazda put the number of imported cars sold in Romania"s this year at 115,000 units, and the number of cars sold by the company at 1%.

Mazda"s strategy, in these difficult times, is support its dealers across the country.

According to the company"s Marketing Manager, "Romania"s car market is strongly affected by the availability of financing". He feels that "the fiscal factor is another important component, that can help or burden players in the industry. It is both about the taxes that affect importers and/or dealers directly, as well as those that affect the buyers", Mr. Grapinoiu concluded.