|The new Mazda 3|
Since the tie-up between Mazda and Ford came to an end, Mazda has really had to stand on its own feet. It has certainly done well with SkyActiv engine technology and design themes such as Kodo (soul of motion). When you are small (1.5% of world production), the fight is harder and there is no place for conservatism.
With 95% of production in just three countries - all Asian based facilities - it hardly has a global presence in that area. So many cars made in Japan (71%) makes it vulnerable to currency fluctuations. With Japan the masters of manipulating the Yen to keep it undervalued, Mazda can still make money making cars there. However, a financial crisis could send the currency up, and then Mazda would be exposed like it was a few years ago.
China production suffered anti-Japanese backlash and a drop to 14% of the total. Japanese car manufacturing was up a modest 4%, and the total figure was barely up 2%. Worldwide share dropped, but 2013 will be better. It is currently 18th worldwide.
|The popular CX-5|