News

Mazda’s cutomer loyalty levels set to accelerate

December 27, 2013
4597 views
seats
  • Growing sales will boost Mazda network
  • Demand for servicing set to increase
  • Second owners get renewed focus

Mazda’s sales rejuvenation sparked by the popularity of its range of SKYACTIV models including the Mazda3, on sale 3rd January, is bringing added benefits to the dealer network: more loyal customers. Not only that, the number of Mazda vehicles coming back into dealerships for servicing is expected to increase as sales successes translate into new models requiring their first check-up. 

“Since our sales have been growing again we can expect growth from servicing to accelerate from March 2015 as new cars come up for servicing,” explains Aftersales Director David Wilson-Green. 

Sales in 2013 of 30,000 units were some 16 per cent up on 2012 and ahead of forecast. Sales in 2014 are forecast to grow again as Mazda3 makes an impact and are expected to reach pre-recession levels as we introduce new models in 2015. 

Selling new cars is only part of the equation for boosting customer loyalty. The other part is to keep new owners returning to their franchised dealers and it’s a challenge that the network is relishing. 

“We have enviable overall average service loyalty levels of almost 55 per cent, this is measured over 10 services and has been going up,” says Wilson-Green. By March 2015 it is forecast that Mazda cars in the UK that are less than five years old will be at their lowest at 180,000. Those figures explain why Mazda is also focusing on second, even third owners. 

In this respect, Mazda’s pioneering Digital Service Record, launched nine years ago, has been a real bonus, since it allows dealers to contact owners who might have left the network or missed a service. “We will price match any service offered by an independent garage under our ‘service price promise’ to keep a customer in our network,” explains Wilson-Green. 

“When those cars are in, we offer great customer service, a visual health check and free software updates on all cars which helps us to embrace a bigger family of customers.” 

By doing that, Mazda and its dealer network keeps more customers coming back time and time again.

Most viewed articles

0% VAT and 0% APR finance on many new Mazda cars

September 18, 2012 | 95015 views

0% VAT* on selected models across the Mazda range...

All-new Mazda CX-3 – Pricing and Specification Announced

March 03, 2015 | 47225 views

18-strong all-new Mazda CX-3 model line-up priced...

All-new Mazda MX-5 – Pricing and Specification Announced

April 24, 2015 | 27854 views

Nine model all-new Mazda MX-5 range priced from £1...

Mazda6 and CX-5 now available on Motability scheme

July 09, 2013 | 26456 views

Eight new Mazda6 and CX-5 SUV petrol models added...

The MPG figures quoted are sourced from official EU-regulated test results obtained through laboratory testing. These are provided for comparability purposes only and may not reflect your actual driving results.