cars news 10: Mazda’s Future Sales Plan: Sell More Crossovers

At the start of the new year, Mazda North America will get a new boss who believes the company’s growth will ride on a big bump in crossover sales.

Masahiro Moro, currently a sales and marketing executive for Mazda, will replace CEO Jim O’Sullivan, who will retire after spending almost 13 years at his position. In an interview with Automotive News¸O’Sullivan said Mazda “has been getting healthier.” He points to low fleet sales and high residual values as markers of success.

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Moro, however, will focus on increased crossover sales and customer loyalty. Moro told AN that the automaker in the past has been too reliant on the Mazda3, which he points has less profit margin than crossovers. Additionally, Mazda3 customers are more likely to leave the brand when it comes time to buy a new car, which he says has contributed to the automaker’s low rates of customer retention.

More crossovers, Moro claims, will solve both the aforementioned issues. He says crossover shoppers tend to spend more money and opt for models with higher trim levels (and profit margins). Crossover shoppers also tend to stick with the brand.

“In light of this, I wish that more than 50 percent of our total [U.S.] sales in two or three years be crossovers,” Moro told AN.

Based on Mazda’s current sales, Moro’s goal should be attainable. Through November of this year, the automaker’s crossover line up (CX-3, CX-5, and CX-9) accounted for 42 percent of total sales.

Source: Automotive News, 2 (Subscription required)