BANGKOK (Manager Daily)- Mazda Sales (Thailand) plans to introduce new, imported models into the Thai market after a successful launch of its Mazda 3 late last year.
The company plans to invest THB60 million to launch “Arigato” campaign, hoping to sell 17,000 vehicles this year with a projected growth of 20%, said Fumio Tone, Managing Director of Mazda Sales (Thailand), in a press conference on Wednesday.
He said the domestic car market this year would likely see a 645,000-unit sale in combination, due to an economic slowdown.
Mazda achieved a 36% increase last year, with 14,130 vehicles sold, said Mr Tone.
To give its customers more choices, new models would be imported; those will include “sports sedan” Mazda XX-5 and the mid-size Mazda 6.
The company has is about to launch the “Arigato” campaign- meaning ‘thank you’ in Japanese- to help push its projected 20% growth in 2005, Mr Tone said.
The campaign will engage all the 77 Mazda dealers nationwide, who will be the presenter for each of their sales territories, imitating the feverish election campaign currently in the home stretch.
If Mazda achieves its target, the company will have a 21.3% share in the local auto market -with its 1-ton Fighter pickup trucks to take a lead, followed by Mazda 323 Prot?g? sedan, Mazda3 sports sedan, Mazda Tribute sports SUV models.
Mazda also sells luxury and sports vehicles namely RX-8 and MX-5 respectively.
Papon Ratanachaikanont, Director of Marketing, said the Arigato campaign would offer a mixture of attractive sales packages along with after sale services.
Under the promotion, its Fighter pickup trucks will be sold at 0 installment and 0 interest for over 4 years. Mazda Tribute, on the other hand, will include a free one-year premium as part of the package along with a 0-interest offer over 4 years.
With this campaign, all existing Mazda customers of all models will be offered a 50% discount on their next replacement of lubricants and a free vehicle check-up at all 77 Mazda service centres. The campaign will run through the end of March.
Mr Papon added that Mazda has prepared three series of television commercials to help sales push. The new commercial spots will be on air from February 16.
Dealers will be invited to be presenters in a style seen in the on-going general election. In addition, Mazda will use radio, print media and billboard in advertising the Arigato campaign, he said.
The company has encouraged its dealers to organize their own activities to meet potential customers and spread the awareness of the brand name among the public.
Mazda will spend THB20 million in campaigning activities; another THB40 million is set for advertising, Mr Papon added.