Earlier this year Mazda introduced an entirely redesigned version of their flagship Mazda6 to compete in the scorching hot midsize car segment. So far things are off to a slow start for Mazda as first quarter sales were down by over 38% compared to the same period last year.
During its first three months of the year Mazda6 deliveries fell just under the 11k unit mark which is a huge decline compared to last year’s 18k sales. January and February combined sales for the Mazda6 failed to cross the 6,000 unit threshold.
Sales did pick up in March allowing the brand to deliver 6,102 new units, but this was still a 22% decline compared to the same period last year. It’s also important to point out that sales slump of the Mazda6 has been ongoing for the previous 10 months in a row.
Although a sales decline of this magnitude sounds horrible there’s more to the story than what is on the surface. Mazda has been slow to the market with deliveries of the all-new 2014 Mazda6, which can ultimately be blamed for the disappointing Q1 sales figures. As production of the 2014 continues to ramp up over the next few months expect a positive increase in sales because the all-new design has all the right elements to become an instant hit.
Looking at average incentive spending for the Mazda6 shows that there has been steady pull back over the first three months of this year. In January and February Mazda offered about $2,920 on each Mazda6 they sold. March incentive spending decreased to a more reasonable $2,000 per unit. Looking ahead, incentives should stay relatively low for the all-new 2014, at least until sales start to cool off.
Be sure to check back when we provide a value update in the near future on the midsize car segment, by then the all-new 2014 Mazda6 will have a couple months of sales under its belt, we will then be able to give you an idea of its competitive ranking and success in the marketplace.