Mazda aims to lower incentives

At the North American International Auto Show in Detroit, International Chief Executive Officer Hisakazu Imaki (pictured) told reporters that Mazda Motor Corporation plans to continue to drop incentives on its vehicles in the new year. According to a spokesperson, Mazda had already dropped incentives for vehicles by $2,000 in 2005 and plans to continue to do so in 2006.

Mazda states the reason is its array of new vehicles and stronger brand image (“zoom-zoom-zoom”). However, the company is aware that many of its vehicles are built and sent from Japan which makes it more vulnerable to currency exchange fluctuations than other competitors such as Toyota who build its vehicles in the U.S (“transplants”). Imaki is considering the possibility of using Ford Motor's surplus manufacturing facilities.

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