Mazda has set an ambitious goal of selling 400,000 units by the end of the 2015 Japanese fiscal year in March 2016, and to do that, it's going to need to take some aggressive action. That means that underperforming members of its 637-showroom strong dealer network are about to get the axe.

The purge won't just be limited to dealers that aren't performing, though. Mazda will seek to consolidate poorly located dealers and build new showrooms in better locations. It still isn't clear how many dealers are being targeted or at what point Mazda would end its cull.

This consolidation of dealers is all part of a one-two punch for the Japanese brand, that will also see increased marketing efforts in 35 key areas. Of those markets, Mazda is placing a special emphasis on New York and LA, although there's not much mention of what other regions are being looked at.

The shuffling of dealers is being called "aggressive" by Akira Marumoto, Mazda's North American executive vice president. "I believe we can achieve our goal. Our initiatives are bearing fruit," Marumoto told Automotive News at last month's Tokyo Motor Show.

As we mentioned in a previous story, Mazda's 400,000-unit goal is going to be done largely on the back of the Mazda3, which is still being rolled out.


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  • 47 Comments
      Trent
      • 1 Year Ago
      I have 3 dealerships within 5 moles and we had to visit all 3 before buying out Mazda 3 because its more than just getting a good deal, its about having someone you trust to support you if you ever have a problem.
      fbb23451
      • 1 Year Ago
      I have a 1st gen Skyactiv Mazda 3 sedan. Love, love, LOVE my car. I'm averaging about 36 mpg, with the bulk of my driving being on local roads. On the highway, I'm getting about 44 mpg - mileage declines at about 70 mph, steep decline starts at about 75. I bought it for the gas-sipping, but it can be very fun to drive. A BMW M3 owner was revving his engine at a stoplight, eyeballing me. I looked at him, he gave me a head nod, I nodded back. It was on. He was quicker off the line, might have had a quicker reaction time. 3 seconds, I caught him. 10 seconds, he was way behind me. Smoked him! I've taken it up to 110, and it could very easily do more. Owners manual gives top speed of "approximately 168.4", and I believe it . Very fun through mountains in manual mode. I didn't have to touch the brakes until I caught up with a minivan. I bought it in Oct 2011 from a dealership that has an extensive lifetime powertrain warranty that even covers gaskets. Comfortable seating. Easy, ergonomic controls. Fantastic car. No buyers remorse here!
        Gorgenapper
        • 1 Year Ago
        @fbb23451
        I'm sorry, I love Mazda and all.....but was the M3 driver asleep?
      Mr. BaderĀ®
      • 1 Year Ago
      Looool you should see our situation in Saudi Arabia only one dealer for any car brand some of them have more than brand , one showroom , one service center and they charge whatever they like and you can't complain cuz the owners either from the royal family or partnered with them .
      • 1 Year Ago
      [blocked]
      johnhkart
      • 1 Year Ago
      I drive by the store in Huntingtton Beach at least once a month and although I know how important used car sales are to a store, this one has the image of being just a used car lot- you can't see hardly any new product as you drive by. Its gotten alot worse in the last few months, almost as if they cant sell Mazdas and they've given up. That's bad . We went there to test drive a CX5 and they were just as asleep as one of the other posters mentioned about another location. Nice salesman though , once we did track him down and no pressure at all.
      icemilkcoffee
      • 1 Year Ago
      Get it done. We bought 2 cars from 2012-13, and visited dealers of pretty much every major brands. The Mazda dealer was the worst. Regardless of product, everyone else at least had a bit of hustle and enthusiasm. The Mazda guys looked like they were comatose. They weren't even trying.
        Bill
        • 1 Year Ago
        @icemilkcoffee
        This was my experience buying 2 Mazdas brand new. The dealer closest to me I gave chances, but they didn't make much of an effort for my business. 3 days to reply to emails, not being greeted in the lot or dealership, etc. etc. The 2nd closest I bought a car from, but the salesman didn't offer so much as a thank you. I think he was p*ssed because I made him work at finding me the car I wanted, and not buying from the sea of stock they had.
        NightFlight
        • 1 Year Ago
        @icemilkcoffee
        I guess you've never owned a VW. They are hands down, known to be among the worst.
        • 1 Year Ago
        @icemilkcoffee
        [blocked]
      getrickyj
      • 1 Year Ago
      I just wish all the best for this company. They are the most fun, sporty, beautiful cars in their segment. The 6 is totally beautiful, I rented one in Florida and was floored by how nice it was.
      Kuro Houou
      • 1 Year Ago
      I hope it works out for them, Mazda is arguably the best car manufacturer right now imo. They have won the small car, and mid car shoot outs in many comparisons with the Mazda 3 and Mazda 6 respectively, and the CX5 is very popular too.
      Roy Hill
      • 1 Year Ago
      I bought a 2012 mazda 3. had it 7 months hated it and got a GTI. Mazdas suck. With in the 7 months of owner ship the front tires were bald at 4600 miles, the shift knob broke, shift boot ripped, the tranny would grind once in a while, and wore a hole in the floormat. I'd never buy a Mazda again.
        NightFlight
        • 1 Year Ago
        @Roy Hill
        BS story.
        GR
        • 1 Year Ago
        @Roy Hill
        Oh, got a VW instead, huh? Well good F-ing luck with reliability and build quality. My experiences with VWs in the family fleet are much worse than any other brand, including Mazda. Heck, even the VW dealer made the car worse after recall-related repairs. Best of luck.
        • 1 Year Ago
        @Roy Hill
        [blocked]
      NightFlight
      • 1 Year Ago
      I have four Mazda dealerships within 10 miles of my house, and only one of them is what I would consider a "flagship" dealer. They do need to work on their dealerships by modernizing them.
      Karl_T
      • 1 Year Ago
      I know our local dealership has a reputation for being buttheads in every aspect of the business. I know there are people who will not buy a Mazda (or Subaru) because they refuse to deal with the dealer. I made one visit for a part and after 3 weeks of nothing I gave-up and ordered it online. Had it in 4 days. Took it in for alignment. I @%$# you not I came home and fixed it with a straight edge and tape measure. Used their body shop and a lot attendent curbed my car without telling anyone. I wondered why my car was the ONLY ONE backed-in so I walked around the far side. Found the rocker extension gouged and a chunk out of my aluminum wheel. If I had let their lot without noticing I would have been screwed. I'll never go back to them.
      Pwheels
      • 1 Year Ago
      I wish them the best of luck, however I traded a \'13 mazda 6 in after only 8 months. I guess I should of bought a \'14 maybe I would of liked it better. The \'13 was a rattle trap and dealer service was not the best! Bought a \'14 Nissan Maxima and love it!
        360_AD
        • 1 Year Ago
        @Pwheels
        "I guess I should of bought a \'14" Bingo. The two are a generation apart. The latter is not like the former.
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