• Jan 22, 2007
When the Mazda CX-7 went on sale in Japan last month, the automaker set a modest monthly sales target for the CUV -- 380. It's safe to say that they may have (intentionally?) underestimated demand a bit, as around 1800 orders for the CX-7 were placed. Now, as casual observers of new vehicle launches in Japan, this isn't necessarily surprising, especially when you take the lowball projection number into account. Off the top of our heads, we can think of two keis -- the Subaru Stella and Daihatsu Sonica -- that easily passed sales projections at launch, and we're sure we could dig up plenty more stories like this if we wanted to.

Mazda offers up a number of reasons for why the car did so well, but they can basically be condensed to one: the CX-7 is pretty cool. Japanese consumers responded by pulling out their checkbooks. Make no mistake, Mazda also made certain people were aware of the car and its launch by creating a special CX-7 showroom in the swanky Ginza shopping district. That, in turn, has played home to numerous promotional events involving poplar Japanese publications.

In summary: Desirable product + low sales projection + lots of promotion = Big JDM launch for Mazda.

The official press release has been pasted after the jump.

[Source: Mazda via Carview]

PRESS RELEASE:
Strong Start to Mazda CX-7 Sales in Japan

- CX-7 orders achieve approximately five times the monthly sales target in the first month of sales -

HIROSHIMA, Japan--Mazda Motor Corporation has announced that as of January 19, 2007, total orders for the CX-7 in Japan reached approximately 1,800 units during the first month of sales since its domestic launch on December 19, 2006. This result is approximately five times the monthly target sales volume of 380 units, demonstrating a positive reception by Japanese consumers.

To date, nearly 60 percent of the orders are for the CX-7 grade, with over 40 percent of the orders for the CX-7 Cruising package grade. Brilliant Black has been the most popular body color selected by customers, followed by Moist Silver Metallic and the wine red Radiant Ebony Mica. The two most preferred factory installed options have been the utility package, which includes the Advanced Keyless Entry & Start System (a standard feature in the CX-7 Cruising package), chosen by roughly 60 percent of customers, and the nine-speaker Bose® Audiopilot surround sound system, selected by over 50 percent.

Although the CX-7 is targeted mainly at 30- to 50-year old males, orders have been placed by a diverse range of people. Customer feedback indicates that the main reasons for choosing the CX-7 are the advanced exterior design, the powerful performance of the 2.3L DISI turbo engine and the sporty interior styling.

Mazda's Executive Officer in charge of the Domestic Business Division, Shiro Mikami, said, "Sales of the CX-7 have been brisk at all of our dealerships and the number of visitors to our showrooms who come specifically to see the CX-7 is growing. In particular, sales in Tokyo, Osaka and Nagoya have been strong, which reflects the luxurious urban styling of the vehicle. We are pleased to see a robust start to CX-7 sales and Mazda will continue its efforts to boost domestic sales and strengthen the Mazda brand."

Mazda opened a temporary showroom - the Ginza Mazda CX-7 Showroom - on December 1, 2006 in Ginza, one of Tokyo's most fashionable and vibrant shopping districts, to raise awareness of Mazda's new CX-7. To date, over 11,000 people have visited the showroom, greatly exceeding Mazda's initial estimate of 5,000 which was forecast for the entire duration of the event (a two-month period scheduled to end January 31, 2007). The CX-7 exhibition space has also received very positive reviews, along with the design exhibition area that was created to give visitors a Zoom-Zoom experience and an opportunity to get to know the Mazda brand. In addition, a series of events that are being conducted in the showroom in cooperation with Japanese lifestyle magazines such as BRUTUS, Esquire Japan Edition, LEON, OCEANS, PEN, Safari and Straight, are proving to be a contributing factor behind the large number of visitors.


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  • 9 Comments
      • 8 Years Ago
      I just wish they would sell in New England. I never see any on the road and we've sold only one a month at the Mazda dealer I work at.

      The crusher is that it takes premium fuel because of the turbocharger. Great car for the money, I actually really like the manu-shift with the 6-speed. With some practice, it's a very fun ride.
      Ritchie
      • 8 Years Ago
      Nissan is bigger Thank Mazda in terms of dealership is like 5 is to 1 ratio and plus CX-7 is only 6 months in the Market.
      • 8 Years Ago
      My girlfriend bought one shortly after I had one as a loaner while the engine in my RX-8 was getting replaced. Both of us love this car. The biggest issue so far is Mazda's insistence on a stereo integrated with the other dash controls rendering it virutally impossible to replace the stereo without waiting for aftermarket solutions (took 3 years with the RX-8) or spending a small fortune on custom dash/electronics work.

      Other than that, this is a fantastic CUV. And at fully loaded for under $30k (minus the nav) it's a great deal. But, if you want nav, pay for it up front because as I said, integrating something aftermarket is a nightmare.

      @#7 LOL. Complaining about turbo lag in an SUV??? My god man. And it's not nearly as bad as you make it out to be.
      • 8 Years Ago
      This is a great SUV for the money, will be sure to check it out once it hits a dealer near us.
      • 8 Years Ago
      #1: Are you in North America? The CX-7 has been at dealers since last summer. They sold 22,325 during 2006, including 3,421 in December (Automotive News).

      FWIW, Nissan sold twice as many of the considerably more expensive, decidedly un-new Murano in December. So I wouldn't say the CX-7 is doing so well in the U.S.

      I am surprised they just launched it in Japan, as it's built there.

      My site's page for the CX-7, for price comparisons, real-world fuel economy, and (later this year) reliability information:

      http://www.truedelta.com/models/CX-7.php
      • 8 Years Ago
      My wife and I looked at one of these. It was pretty nice. The only problem is it seems to have the same awful transmission as the Mazda 6. We traded in that car because of transmission troubles at 70K miles. Even without the trouble I hated it though. The manu-shifting is a joke. It takes what feels like an eternity to actually change gears. It would have been better if they'd just left the manual gear-select off as it's very presence, (and lack of performance) was an insult.

      So offer the CX7 with a manual transmission, or a DSG, and it'd be much more appealing.
      • 8 Years Ago
      I think this is a highly-attractive SUV/CUV/WHATEVER you want to call it. It's probably the only non-car (ie: I'm primarily a sedan man) I'd look at when buying my next car as of right now.
      • 3 Years Ago
      Well, of course the Mazda Cx7 smoked the competition. Anyone whose ever been in a Cx7 will testify that it is amazing.
      • 8 Years Ago
      There is so much TURBO lag, its ridiculous. I would rather get a Nissan Murano.