- Low emissions and first-class fuel economy attract fleets
- End-user contract hire sales drive Mazda3 forward
- High specification wins the day versus rival models
Fleet demand for Mazda3 is soaring with the fuel-saving CO2 emission-friendly 1.6 109ps diesel leading the way.
The 119g/km CO2 model – and specifically the TS2 trim level derivative which costs £17,355 on-the-road – has contributed to total fleet registrations of Mazda3 almost doubling to 849 units in March (462 registrations in March 2009).
In the crucial core end-user fleet segment, which focuses on sales to contract hire and leasing companies and leases taken out by Mazda Contract Hire customers, Mazda3 registrations last month accelerated almost threefold to 179 units from 62 in March 2009.
In the first quarter of 2010 Mazda3 fleet registrations totalled 1,097 with daily rental and Motability volumes hardly figuring. That compares with Q1 2009 when Mazda3 fleet registrations totalled 988, which included in January last year alone 320 Motability units.
“We are winning significant conquest business with Mazda3 as company car drivers switch from other brands,” said Peter Allibon, fleet and remarketing director for Mazda UK.
“The marketing campaign that we have in place continues to build momentum with many fleets now looking at Mazda for the first time.
“Having a sub 120g/km car in the range delivering low benefit-in-kind tax bills and first class fuel economy (62.8 mpg on the combined cycle) has been crucial to building Mazda3 demand.”
In addition, an ‘edgy’ design, according to Allibon, and high-level specification when compared with many rival low medium sector models has further boosted demand across the Mazda3 range.
“Our focus through marketing and model demonstration activity has been to build awareness of Mazda3 and ensure the model is front of mind of both fleet decision-makers and company car drivers,” explained Allibon.
“Mazda3 sales to-date underlines the success of that strategy as when fleet chiefs and drivers research the car it is one of the forerunners in terms of their decision-making. Driving the car then makes the final decision for them – our sales success is product-led and not price driven.”
The current 20-model Mazda3 saloon and hatchback line-up, which was launched in May last year, costs from £13,930 on-the-road for the 1.6 S and comprises a choice of three petrol engines, three diesel engines and five equipment levels.
Standard equipment on the Mazda3 includes: Dynamic Stability Control, Traction Control System, six airbags, remote central locking, manual air-conditioning, welcome mode lighting and an MP3 compatible audio system with four speakers.