Mazda6 in price clamp
More people are moving down to petrol misers, writes PAUL GOVER
PRICE cuts of up to $3920 are being used to bait buyers fleeing from large cars. Mazda has dropped the price of its mid-sized Mazda6 by between $1750 and $3920 to try to stop people going directly from a big family six to a fuel-miser compact.
It says sales of its new 6, rated best in class by carsGuide, have not hit the target of 1000 deliveries a month and this has prompted a new move on value.
It has also acted on complaints from existing owners of the 6, which went on sale in February, with a loyalty bonus.
‘‘To me, this is not a panic at all. This is about ensuring we maintain our position in the market place,’’ Mazda Australia managing director Doug Dickson says.
‘‘The segment in which the Mazda6 competes has gone backwards. It’s important. Mazda6 is core to us.’’
It is the first time in memory that Mazda has reduced prices. It has previously boosted value with extra equipment at no extra cost.
Dickson says private buyers have skipped the medium-car class as they quit gas guzzlers. The move is affecting all brands, not only his.
He says car prices are also under pressure from rising prices for raw materials, including energy.
‘‘The dollar exchange rate is really only part of the equation when it comes to pricing. We look at what’s happening in the market place,’’ he says.
‘‘We’re basically repositioning the Mazda6 to ensure we retain our position as the leading importer in the class. The overall strategy is to protect our position.’’
Dickson believes the price cuts will lift sales of the 6 to about 1100 cars a month, but he does not say which of his rivals are likely to suffer as Mazda improves.
The move is likely to spark a range of value-added moves by Mazda’s rivals, though the announcement of the cuts on Tuesday took them by surprise.
‘‘That’s entirely up to them. What others do in the market place is their prerogative,’’ Dickson says.
The cuts drop the Mazda6 Limited Sedan by $1750 to $27,990.
The flagship Luxury Sports hatch is down by $3920 to $42,990 with Activematic transmission. Other models are in between. The loyalty package for existing owners depends on the car they bought, but Mazda promises free scheduled maintenance, or free scheduled maintenance and an extended warranty.
Sales push: the Mazda6 is taking a price cut because its segment is going backwards.