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Mazda targets small fleets to achieve upper medium growth

Date: 19 May 2010

Mazda wants to grow its upper-medium segment share by up to 20% as it launches its revised Mazda 6 with improved economy and emissions.

Fleet currently accounts for around 70% of Mazda 6 volume, which totalled 10,963 units last year.

Mazda UK managing director Jeremy Thomson hopes to grow this to around 13,000 cars as the brand pushes its sub-50 fleet business with the introduction of a scheme that encourages Mazda dealers to attract smaller fleets, as revealed in BusinessCar's 6 April 2010 issue.

The Mazda Business Development Scheme, which began on 4 May, initially involves 16 franchise dealers working with an outsourced sales team from Magma Group to drive fleet sales to small and medium enterprises.

Thomson said the local business initiative will be "primarily Mazda 6 focused", so rapidity of growth depends on how quickly the scheme takes off.

The manufacturer is continuing to work with contract and leasing companies to get the Mazda proposition known: "We have 0% share in some fleets and 10-15% in others," said Thomson.

"For us, it's getting involved with more fleet decision-makers. If one driver has a Mazda, he becomes an advocate to many."

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