Fleet News

Mazda6 aims upmarket

Mazda is aiming to move its new 6 upper-medium car into a “semi-premium” market along with the Volkswagen Passat and Honda Accord.

The manufacturer is hoping the strong residual value forecasts and relatively low volumes, as well as improved build quality and sporty styling, will push the car above the volume players and into an area of the market just below the premium German models.

James Hopkins, Mazda UK’s fleet and remarketing director, said: “Residuals for the new 6 are just one point behind the Passat and are five to six points up on the current model.

“This has given us more of an uplift than Ford or Renault enjoyed with new versions of the Mondeo and Laguna.

“We’re looking to target the Passat and Accord – we see the 6 evolving into the semi-premium market.”

Around two-thirds of the 14,000 new Mazda6s will be sold to fleets – around the same level as with the current car.

Mr Hopkins added: “This gives us one of the lowest fleet shares in the segment, which works well in terms of RVs and stock management.

This will allow us to make significant steps forward.”

The main focus for Mazda will be with user-choosers, especially with the estate which goes on sale in February.

Around a fifth of sales will be estates, up from the 10% of the current range.

Mr Hopkins said: “We’re seeing a number of fleets taking 4x4s off choice lists because of the CO2 situation.

“However, these people still want a big car and the estate is the natural place for them to go.”

Mazda has also reduced the price walk from the hatchback to the estate – it is now £700 compared to the current model’s £1,100 premium.

The Mazda6 family

  • Mazda6 launch – Road tests on Thursday
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