Lexi Webster
Mazda is Australia's second most popular car brand, with a market share of around 10% for over a decade. In 2010, Mazda recorded 84,777 sales in Australia, and in 2016, sales peaked at 118,217 cars. Mazda's popularity in Australia is in stark contrast to its performance in other markets, such as the UK and the US, where it is outsold by many other brands. Australia's proximity to Japan may be a factor in Mazda's success, as well as the country's high population density, with nearly two-thirds of Australians living in just five cities, facilitating market penetration. Mazda's success in Australia can also be attributed to its engineering-led approach, with models like the Mazda2, Mazda3, and Mazda6, as well as popular SUV models such as the CX-5, striking a chord with Aussie buyers.
| Characteristics | Values |
|---|---|
| Mazda's market share in Australia | Between 9 and 10% for a decade |
| Mazda's rank in Australia | Second |
| Mazda's rank in other countries | Sixth in Japan, 20th in the UK, well down the list in the US |
| Mazda's sales in Australia | 26,690 in 2000, 84,777 in 2010, 85,640 in 2019, 97,619 in 2019, 118,217 in 2016 |
| Mazda's sales in the UK | 22,742 in 2020, 45,000 in 2010 |
| Mazda's sales in the US | 279,076 in 2020, 40% increase in 2021 |
| Mazda's popular models in Australia | First-generation Mazda6, Mazda2, Mazda3, Mazda6, RX-8, CX-5, CX-7, CX-9, CX-30, BT-50 |
| Mazda's less popular models in Australia | Mazda 2, Mazda 3, Mazda 6, MX-5, CX-3, BT-50 4x2, CX-8, CX-9 |
| Reasons for Mazda's popularity in Australia | Proximity to Japan, engineering-led company, modern and sleek design, good service, lower emissions, high brand loyalty |
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What You'll Learn
Mazda's CX-5 is Australia's best-selling SUV
Mazda is Australia's number two car brand, and its CX-5 model is the top-selling SUV in the country. In fact, the CX-5 has been Australia's best-selling SUV for seven consecutive years between 2013 and 2019, and it has consistently ranked among the top three in its category since 2012.
The CX-5's popularity is part of a broader trend of Mazda's success in Australia. The brand's market share in the country has hovered between nine and ten per cent for a decade, and it has ranked second in sales since 2015, behind only Toyota. Mazda's success in Australia is notable when compared to its performance in other markets, such as the United States, the United Kingdom, and even its home market of Japan, where it has a much smaller market share.
There are several possible reasons for Mazda's popularity in Australia. One factor may be the country's proximity to Japan, which could influence how Mazdas are marketed in Australia. Additionally, nearly two-thirds of Australia's population is located in just five cities, which may facilitate market penetration for Mazda. Mazda has also been praised for its focus on engineering and its "Zoom Zoom" marketing tagline, which may have contributed to the brand's success.
The CX-5, in particular, has been a popular choice for Australian buyers due to its blend of style and performance. The SUV offers advanced technology, a refined and spacious interior, and enhanced safety features. Mazda has continuously improved the CX-5, with the 2026 model featuring a more powerful engine, a redesigned exterior, and an even more spacious cabin.
Overall, Mazda's CX-5 has maintained its position as Australia's best-selling SUV through a combination of innovative design, advanced technology, and a focus on the customer experience, contributing to the brand's overall success in the Australian market.
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Mazda's proximity to Japan may affect its marketing
Mazda's proximity to Japan may have played a role in the company's marketing strategy in Australia. Being close to Japan, Australia may have benefited from easier access to Mazda vehicles and parts, as well as a stronger brand presence due to shared cultural similarities. This could have resulted in a stronger market presence and more effective marketing campaigns compared to other regions, such as the United States.
In terms of marketing, Mazda's proximity to Japan could have influenced the timing and availability of certain models in Australia. For example, Mazda has introduced models like the Mazda2, Mazda3, and Mazda6 earlier in Australia than in other markets. The company's "Zoom Zoom" marketing tagline, introduced alongside these models, may have resonated more effectively with Australian consumers due to their proximity to Japan and the resulting cultural influences.
Additionally, Mazda's proximity to its Hiroshima headquarters has likely played a role in the company's success in Australia. With Australia being recognized as a key market for Mazda, the company has had a seat at the table for important global decisions. This proximity to decision-making centers may have influenced marketing strategies and resource allocation, allowing Mazda to tailor its offerings and promotions more effectively to the Australian market.
Furthermore, Mazda's proximity to Japan may have impacted the emission standards of the vehicles sold in Australia. Australia has adopted the lower emissions Euro5 standard, which is different from the Euro6 standard used in some other regions. This could be influenced by Japan's own emission standards and regulations, which may have made it easier for Mazda to adapt its vehicles for the Australian market.
While proximity to Japan may have played a role in Mazda's marketing strategies and success in Australia, it is important to consider other factors as well. Australia's unique market characteristics, such as the concentration of its population in a few cities, have facilitated market penetration and made it easier for Mazda to establish its brand. Additionally, Mazda's focus on engineering and product innovation has contributed to its popularity, with models like the CX-5 SUV resonating strongly with Australian consumers.
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Mazda's market share in Australia is 9-10%
Mazda's market share in Australia has been hovering between 9 and 10% for a decade, and it has been in second place in the country's car market since 2015, behind Toyota. In 2016, Mazda's market share reached 10%, with 118,217 cars sold. However, sales have been declining since, with 116,349 cars sold in 2017, 111,280 in 2018, and 97,619 in 2019. In 2019, Mazda's market share was 9.2%.
Mazda's sales performance in Australia is notably better than in many other countries. In 2020, Mazda's market share in Australia declined from 18.4% to 12.9%, but it retained its position as the second-best-selling car brand in the country. In the United States, Mazda recorded 279,076 sales in 2020, which is a significant number, but it was outsold by many other brands, including Mercedes-Benz, Subaru, and Kia. In the UK, Mazda placed 20th in 2019, with sales of 22,742, far behind Ford's 150,000-plus sales. Mazda's performance in its home market of Japan is also relatively weak, ending 2020 in sixth place, nearly 300,000 units behind fifth-placed Nissan.
There are several possible reasons for Mazda's strong performance in Australia. One factor could be Australia's proximity to Japan, which may affect how Mazdas are marketed in the country. Additionally, nearly two-thirds of Australia's population is located in just five cities, facilitating market penetration. Mazda's success in Australia may also be due to its focus on engineering and unique product offerings, such as the first-generation Mazda6 and the iconic rotary-powered RX-8 sports car. The CX-5 SUV is another significant contributor to Mazda's sales in Australia, consistently ranking as the top-selling model in the country.
Despite Mazda's overall strong performance in Australia, there have been recent signs of a decline. In 2020, sales of several Mazda models experienced significant drops, including the Mazda 2 (-70.1%), Mazda 3 (-50.6%), and Mazda 6 (-45.8%). There is also a perception that Australia may no longer be a priority market for Mazda, with some new models, such as the Mazda 3 turbo, being produced only in left-hand drive.
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Mazda's sales in Australia have declined since 2016
Mazda is Australia's second most popular car brand, and Australians have long been avid buyers of the Japanese manufacturer's cars. In 2016, Mazda sales peaked at 118,217 cars, giving them a 10% market share. However, since then, Mazda's sales in Australia have been steadily declining. In 2017, they sold 116,349 cars, in 2018, 111,280, and in 2019, 97,619. In 2020, a particularly challenging year due to the bushfires and the COVID-19 pandemic, Mazda's sales decreased by 26.6%, compared to a market-wide decline of 19.2%.
There are several possible reasons for Mazda's declining sales figures in Australia since 2016. Firstly, Mazda's product range has evolved, and some models have not been as well-received as their predecessors. For example, the Mazda 2, Mazda 3, and Mazda 6 have all experienced significant sales declines. Additionally, Mazda has increased prices for some models, such as the Mazda 3, which may have impacted sales.
Another factor contributing to the decline could be the shift in consumer preferences towards SUVs, which has resulted in slowing demand for traditional mid-size sedans and wagons, such as the Mazda 6. Mazda's CX-5, which is Australia's best-selling SUV, has helped the brand maintain its position in the market. However, it has faced increasing competition from other manufacturers, with the Mitsubishi ASX overtaking the CX-3 in sales.
Furthermore, Mazda's sales performance in Australia may be influenced by its proximity to Japan. Being close to Japan may affect how Mazdas are marketed in Australia, and the established market provides its own momentum. Additionally, with nearly two-thirds of Australia's population concentrated in just five cities, market penetration is facilitated.
While Mazda's sales in Australia have declined since 2016, it remains a strong brand in the country, and Australians continue to show loyalty to the manufacturer. Mazda Australia plays a significant role in the company's global strategy, and its success has granted it a seat at the table for important global decisions.
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Mazda Australia has removed slow-selling models from its lineups
In 2020, Mazda's market share declined from 18.4 percent to 12.9 percent, and it was overtaken by the Kia Cerato. Mazda's sales also declined faster than the market average, with sales of the Mazda 2, Mazda 3, Mazda 6, MX-5, CX-3, CX-5, and BT-50 4x2 all dropping by over 17 percent.
In 2023, Mazda Australia removed some models from its 3 and CX-3 lineups due to slow sales. The Mazda 2 range, however, will not be affected by these cuts. Mazda Australia has committed to keeping the updated Mazda 2 available with a manual transmission and a sedan body style. The Mazda 2 is considered a crucial part of the Mazda lineup, as it often serves as a customer's introduction to the brand and is a popular option for existing Mazda owners looking for a downsized car.
Despite removing slow-selling models, Mazda Australia has also committed to continuing sales of its slow-selling MX-30 SUV. The MX-30 is Mazda's first and only electric car sold in Australia and has been confirmed to be sold in limited numbers. For the first six months of 2023, Mazda Australia sold 312 units of the MX-30, a 17.7 percent increase over the same period last year.
Mazda Australia's decision to remove slow-selling models from its lineups while retaining the Mazda 2 and MX-30 reflects the company's strategy of adapting to market demands and maintaining its strong brand presence in the country.
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