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Mazda is looking to hit a record high for registrations this month, with the 12,000-vehicle target exceeding the previous best of 11,289 recorded in the midst of the Government's scrappage incentive scheme in September 2009.
The firm is putting the peak down to there being a full supply of new models, in the form of the 2 supermini, CX-3 small crossover, and the new MX-5 that were launched last year.
"We're in a quite different position to past years," Mazda's UK boss Jeremy Thomson told BusinessCar.
Thomson added that Mazda is still a retail-dominated brand, so he sees true fleet end-users as an opportunity, although the Japanese manufacturer won't go chasing after volume.
"We are maxed out on production so there is very little scope to do
bad business," Thomson commented. "Market share is vanity - we're about profit, and if consumers want to buy the cars, we could be profitable at 3% market share, but we are profitable at 2%."
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