Mazda and Nissan both plan to expand their dealer and service networks in Thailand this year to cope with rising demand for smaller cars, say senior company executives.

Mazda

Mazda Sales Thailand will expand its dealer network to 130 outlets from 106 by the year-end to accommodate growing customer demand. The company will also launch a co-ordinated national marketing programme.

Strong sales of the Mazda2 hatchback late last year led the Japanese automaker to forecast rising demand for its cars. It plans to launch the new Mazda2 sedan at the Bangkok Motor Show at Bitec this March. Other new models are scheduled to be launched locally this year.

The automaker's marketing activities last year were a key driver of sales and increased brand recognition for Mazda in Thailand, said marketing director Sureetip La-Ongthong. "We have utilised a 360-degree marketing communications strategy with a focus on digital media, consumer lifestyle, below-the-line activities and an ambassador programme using personalities that perfectly represent Mazda brand," she said.

Mazda continues to plan year-round marketing activities for 2010.

Sales

Mazda had the highest increase in sales for a Japanese carmaker in Thailand last year. The company's total sales rose by 18.5% year-on-year in 2009 to 13,243 units. In December alone the company recorded sales of almost 3,000 units, the company's highest monthly sales in its 11 years of local operations.

"2009 is the year of new history and remarkable success for Mazda in Thailand as we achieved a number of record-breaking figures and achievements," said managing director John Ray. "Our sales in December hit an all-time high with 2,962 units sold, which is a record-breaking sales performance since Mazda started operation since 1999."

Nissan

Nissan Motor Thailand also said it would be improving its sales service to meet increased customer demand. The company expects the launch of its eco-cars in March to further drive sales. "We are on track with plans to produce eco-cars and are confident in the successful launch of the new cars," said senior vice-president Prapat Choeychom.

Nissan has invested 5 billion baht (US$ 151.5 million) in its eco-car project in Thailand.

The company's president, Toru Hasegawa, earlier outlined Nissan's five-year strategy to launch at least one new vehicle every year until 2012, including the eco-car in March of this year, well ahead of any rival producer. The plan also called for Nissan to more than triple its vehicle production from 63,000 units in 2008 to 200,000 in 2012.

Mr. Hasegawa said the plan was based on the successful launch of the eco-car, improved management, better product and sales and service quality and the implementation of the "Nissan Way" programme, aimed at building a more streamlined corporate culture.

Sales

Nissan reported its best-ever monthly sales last December when local sales reached 4,990 units. The record month was supported by strong sales across Nissan's product lineup, which included the Teana, Tiida and Navara models. Teana sales peaked in December at 711 units. The new Teana was launched in March 2009 after the model was first introduced in 2004. Tiida sales were also outstanding at 997 units, the highest volume since its 2006 launch. The Navara generated pick-up sold 3,149 units.

Nissan predicts its sales will reach 45,000 units this year, about 1.5 times higher than 2009. The increase should see its market share expand to 7.5% from 5.6% in 2009.