Quick response has helped Mazda ride the recession so far better than most of its rivals, Mazda Motor Europe’s president said a the Bologna show.

Go deeper with GlobalData

Premium Insights

The gold standard of business intelligence.

Find out more


“We’ve been able to respond quickly because we’re nimble,” James Muir said. “We’ve taken out production and cut our forecasts so that we are not pushing product into the dealerships,” he said shortly after unveiling the redesigned five-door C-segment 3 which goes on sale across Europe from the middle of next year.


“We are currently revising our forecasts for the next two years but the objective is to maintain or grow our market share but at considerably reduced volumes.”


Muir estimates that the total European market will be down by between 20 and 25% next year, between 3m and 4m cars.


“That’s a heck of a lot of cars whether you have a 2% or a 10% market share,” he said.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

“We’re planning for the worst and hoping for the best. Markets across Europe are dropping at or above 30%. Maybe 2009 won’t be as severe as we’ve had for the last few months.”


Muir said that the first half of 2008 had been very good for Mazda in Europe, running ahead of revenue and profit by as much as 17% compared with the first half of 2007.


“It’s all driven by new product,” he said.


He expects the new 3 to sell around 100,000 units across Europe in a full year, about the same as the B-segment 2 and slightly more than the D-segment 6.


“I’m very excited about [the 3]. The design is a good evolution of the current model and under the skin the changes make it a much sportier car to drive without losing the comfort.”