Ford and Holden buyer intent has stabilised, says Mazda

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TAGS Holden Ford Mazda Hyundai Toyota Honda Ford and Holden buyer intent has stabilised, says Mazda 4 December 2015 by Richard Blackburn ยท CarsGuide Mazda's internal research that tracks "intention to purchase" is a barometer of brand health and the readings aren't all bad. Things have been looking grim for Ford and Holden since they announced the impending closure of their local manufacturing facilities.But this week a glimmer of hope comes from an unexpected source in the form of Mazda managing director Martin Benders.Benders gave media a sneak peek at Mazda's internal research that tracks "intention to purchase" over the next four years. The measure is a crucial one for the industry because it is essentially a barometer of brand health.The next challenge for the local brands will be to reinvent themselvesThe locals have been in freefall on this score in the past decade, with Holden's "intention to purchase" dropping from just under 20 per cent to 7 per cent this year and Ford dropping from roughly 15 per cent to 6.5 per cent. But Benders says the brands may have turned the corner, as the figures are up on last year. Both have closed the gap on Hyundai, which has slipped from more than 10 per cent to 8.4 per cent."They've actually stabilised a little bit so they're probably now at a level they're comfortable with," he says.The next challenge for the local brands will be to reinvent themselves as importers."Quite dramatic changes have to happen in the way they operate," Benders says.The news isn't all good for Ford and Holden, as Toyota sits at 16.2 per cent, Mazda at 13.5, Hyundai at 8.4 and Honda 6.7.What do you think? Tell us in the comments below. Related articles Ford and Holden buyer intent has stabilised, says Mazda4 December 2015 by Richard Blackburn Kia Sorento wins 2015 Car of the Year | video4 December 2015 by Paul Gover 2015 Car of the Year | how the finalists were chosen4 December 2015 by Richard Blackburn Ford Mustang sold out for 12 months2 December 2015 by Joshua Dowling Corolla on track to win 2015 sales race1 December 2015 by Joshua Dowling What to read next Comments Related articles Ford and Holden buyer intent has stabilised, says Mazda4 December 2015 by Richard Blackburn Kia Sorento wins 2015 Car of the Year | video4 December 2015 by Paul Gover 2015 Car of the Year | how the finalists were chosen4 December 2015 by Richard Blackburn Ford Mustang sold out for 12 months2 December 2015 by Joshua Dowling Corolla on track to win 2015 sales race1 December 2015 by Joshua Dowling Related pages Honda Related cars for sale Search Holden cars for sale Search Ford cars for sale Search Mazda cars for sale Get the latest news, reviews and advice every week '); }