Nissan, Mazda set to gain more market share in Thailand – Bangkok Post

Posted: Monday, January 23, 2017

Nissan Motor (Thailand) launches the new Nissan at the CentralWorld shopping centre on Jan 17, 2017. (Photo by Somchai Poomlard)

Japanese automakers Nissan Motor and Mazda Motor are projecting they will acquire bigger slices of the vehicle market this year on the back of an expected gradual rebound in local new car sales.

Auto sales remain in the doldrums since surging to 1.43 million vehicles in 2012 when a first-time car buyer scheme was launched by the government offering a tax incentive committing participants to own vehicles for at least five years.

The Federation of Thai Industries has officially reported that domestic auto sales totalled 768,788 vehicles last year, down 3.9% from 2015, but said it anticipates sales will reach 800,000 vehicles this year, helped by the government’s capital injection.

Antoine Barthes, president of Nissan’s Thai arm, Nissan Motor (Thailand), also forecast the country’s total sales will grow 8% to 10% to more than 800,000 vehicles this year as he sees no downward pressure despite the first-time car buyer scheme’s effect disappearing.

Nissan is aiming to achieve a market share of 6% by this March, the last month of its 2016 fiscal year, up from the current 5.5%. Its sales totalled 42,677 vehicles in calendar 2016, down 17% from 2015.

The all-new Nissan Note, a five-door compact hatchback with a 1.2-litre three-cylinder engine subject to the government’s eco-car incentive scheme, was launched in Thailand last week with hopes that the model can be a large contributor to the company’s sales.

The president of Mazda’s Thai distributor Mazda Sales (Thailand), Chanchai Trakarnudomsuk, said Mazda aims to boost its sales 18% to 50,000 vehicles this year from 42,537 in 2016, increasing its market share to over 6% from last year’s 5.5%. The 2016 total was up 7.8%.

“The (required) period of possession from the first-car scheme has almost ended and 10% of participants in the programme, about 100,000 buyers, are expected to buy new vehicles this year,” Charnchai said.

To achieve the goal, Mazda plans to launch six new models, give more attention to online marketing and increase number of showrooms from the current 147 locations.

According to local industry data, Toyota Motor Corp is currently the No. 1 car brand in Thailand with 2016 sales of 244,317, followed by Isuzu Motors with 143,170, Honda Motor with 107,342 and Mitsubishi Motors with 55,409.


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