by Jon LeSage, editor, Fleet Management Weekly
Mazda North American Operations reported its best August sales in 10 years at 28,106 units sold – 26.4% over last year. Sales are up nearly 7% for the year. This is a company that has struggled to increase sales for years. Now Skyactiv technology seems to be the secret behind its newfound success.
New vehicles equipped with Skyactiv accounted for 74.8% of all Mazda’s sold in August, and the company is increasing production of Skyactiv engines and transmissions to meet demand. The Mazda CX-5 crossover with Skyactiv saw 82.3% sales increase year-over-year.
So what’s behind this sales surge? Here’s my take on it…..
1. Great performance and fuel economy without having to take the risk of trying out a brand new alternative powertrain. Mazda is selling the new Mazda3 with its 40 highway mpg EPA estimate. For car shoppers interested in great mileage and new technology, they don’t have to take the risk of getting a hybrid, plug-in, or natural gas vehicle. They can get a more traditional model and pay less monthly for gasoline.
2. Mazda has to hit federal fuel economy standards like all its competitors do, but they’re staying with the internal combustion engine for now. Mazda says that the smartness of SkyActiv boils down to highly fuel efficient engines with great compression ratio; ideal transmissions; reduced vehicle weight; safety performance; and a clean diesel version.
3. A good package deal – The Mazda3 gets a top safety pick by Insurance Institute for Highway Safety and has a starting price of $16,700. Fuel efficiency, safety, and competitive pricing have also helped lift sales for the 2014 Mazda6 and CX-5.
4. Strong marketing – Mazda has been all over TV screens and the internet with fun commercials like the one comparing Skyactiv to surfing legend Laird Hamilton. Or the burned out office worker searching for his missing car – only to have his life transformed when a 2014 Mazda3 with Skyactiv technology magically appears.
