Mazda3 sales off to rocky start despite massive critical acclaim [UPDATE]
The Mazda3 is facing falling sales in its new generation because it can’t keep up with competitors’ price war.
We need to have a chat, Mazda. I love your 2014 Mazda3. In fact, I’m holding cash in my hand, right this second, wanting to buy it. Basically, this is me:
But I’m not going to buy it today. Why? Because fully loaded, it’s TOO EXPENSIVE. $3,000-$5,000 more than your nearest competitor. On top of that, there’s little room for negotiation. Just take a look at the TrueCar average transaction price for the Mazda3. You’ve artificially propped up your prices in order to maintain profitability. You’re not Subaru, you don’t have a manufacturing constraint. It’s artificial.
You can do one of two things to cajole me into purchasing the Mazda3 today: 1) lower the price with incentives. Customer cash, 0% for 60 months, etc. This article I linked says you’re not going to do much of that. Fine. Then, 2) add in features to make this vehicle a great value. How about a panoramic sunroof, parallel park assist, ventilated seats, a hybrid or diesel variant (or even a diesel-hybrid), or more sound deadening measures.
Also, while you’re at it, how about bringing over more color variations, other than the standard white, silver, or red body colors that are dominating my local dealer’s lots. What ever happened to the two blue colors you promised? None in inventory in my market and none in sight.
Whatever step you need to take, do it and I will be lined up at my local dealer’s front door tomorrow to make a purchase.