Mazda reveals Covid-19 crisis management strategies and plans for success in 2022

published : 23 Aug 2021 at 11:33

Under the dark cloud of the Covid-19 pandemic, all businesses have had to demonstrate how nimble their operations must be to keep employees, partners and customers satisfied now and in the future.

Staying ahead of the curve, Mazda Sales Thailand has revealed the “One Mazda” strategy to improve team productivity and customer care, as well as illustrating how interest in passenger vehicles and crossover SUVs, fuels the company’s plans for success in 2022.

Commenting on the FY2020 sales figures, Mr. Chanchai Trakarnudomsuk, President of Mazda Sales (Thailand) Co., Ltd. said: “Despite [challenging] external factors and fierce competition from Thailand’s automotive industry, Mazda was able to achieve sales of more than 40,000 units (a decrease of 23%) and take a 5.1% share of the market. Meanwhile, the industry contracted by 17% with total sales of 786,877 units. Although Mazda’s total sales dropped, Mazda Sales Thailand is still considered a top ten territory for the organisation, with the highest market share of Mazda worldwide.

Furthermore, Q1 (Jan-Mar) saw total sales of 10,890 units, an increase of 7% compared with the same period last year. 

The Mazda 2 was the best-selling model with 5,686 units sold, followed by 704 units of Mazda 3 while Mazda BT-50 had total sales of 429 units. The CX-Series had total sales of 4,071 units, a 126% increase. The CX-30 was the best-selling crossover SUV model with total sales of 2,298 units, followed by 1,189 units of CX-3, 354 units of CX-8 and 230 units of CX-5.

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Keys to success

Mazda believes that reacting to change is the key to success and has developed its new strategy based on themes of flexibility and adaptation accordingly.

International management with individual

HR responsibility sees Mazda emphasise an environment that combines individual differences and treats all people as equals. It also facilitates human development to boost employee knowledge, competence and efficiency in the workplace.

Integrated communications ensure every

employee works effectively towards the same business goals. Mazda dealers are supported and looked after in their vital role of underpinning success by delivering service excellence. 

With its unified corporate culture, One Mazda aims to combine all departments into a cohesive organisation to work professionally towards a common goal and deliver only the best products and services to customers. 

Mazda Sales Thailand operates as the management centre under a Distribution Business concept. Dealers distribute products and services to customers. Taking care of them is therefore at the heart of the business. 

Efficiency is increased across all areas with the support of HQ, Mazda Motor Cooperation. Thai management is equipped with the best market expertise to maximise customer satisfaction as part of Mazda’s “Optimise Global and Local Initiatives, Empower Local Thai Management Team” strategy.

Turning weakness into strength

Mazda prepares to cope with unexpected future events in several ways. For one, when a situation is uncontrollable, it is crucial to learn from mistakes and adapt immediately. This management strategy requires meta skills from individual employees as they must understand all contributing factors. Only then can they turn crisis into opportunity and weakness into strength. 

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Innovation is also key. Mazda develops new product lines based on consumer needs. Mazda xEV projects have been approved by the Thailand Board of Investment, including three electric-powered vehicles, the HEV, PHEV and BEV. 

And strength evidently also lies in the sales and dealer network. Mazda has revised its sales targets for FY2021 to 52,000 units, with a 6.2% market share or a total sales increase of 30%.

Besides creating enhanced productivity through KPIs, the organisation is adding muscle to its network by increasing the number of dealer locations from 138 to 150 by the end of 2021.

Aftersales service and customer satisfaction strategy is another factor pushing Mazda ahead. Enhanced aftersales services promptly meet demand in the digital era with the help of Mazda Fast Track service, ensuring that customers are attended to inside 60 minutes. Deployment of Fast Service (Satellite), a standard service centre in high demand areas, also helps deliver quicker and better service. 

From May 2021, Mazda will offer a free five-year labour fee or 100,000km for customers purchasing new Mazda vehicles. Just to be sure, Mazda promises to take care of the vehicles throughout their ownership.


Mr. Chanchai Trakarnudomsuk, 

President of Mazda Sales (Thailand) Co., Ltd.

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