USA December 2012: Mazda capitalise on holiday showroom traffic
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According to Autoblog.com, Mazda USA is already displaying the much-anticipated 2014 Mazda6 ahead of its on-sale date in its US dealerships. The 6 is scheduled to kick-start US sales on January 2, 2013 but a few hundred can already be seen in Mazda dealerships across the country. Autoblog says this is “part of a strategic decision by the Japanese automaker, which is hoping to capitalise on holiday showroom traffic, with the last five days of the year typically among the busiest dealer days all year” because this is when the biggest discounts car be obtained.
However, according to Autoblog sources, Mazda dealers are legally prohibited from letting American consumers test drive the 6 until the start of 2013, so this acts as a sneak preview. In any case this is a clever move because one of the 6′s strength is its design. Autoblog says Mazda dealers have been advised that “there are significant financial penalties that may be incurred should the vehicle be operated or driven prior to final invoice. Final invoices will be issued by Mazda district managers just before the car goes on sale January 2.”
Now the difficult task for Mazda will be to get rid of a 100-day supply of the outgoing 6 model…
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Autoblog says “Mazda dealers still have a substantial inventory of 2013 Mazda6 models – around 7,000 units, or about a 100-day supply. With the much more advanced new model already on many lots and set to carry similar pricing, selling through the outgoing model is likely to be a challenge met only with substantial incentives”…