Sales for Mazda China have been in decline since 2011. For the first half of 2013 sales were at 82,531 units, down 20.6 percent compared with the same period last year.

From 2011 through the first half of 2013, Mazda China sales have dropped by 10 percent, 12.9 percent, and 20.6 percent respectively, which indicates a lag in economic recovery for Japanese autos. Takashi Yamanouchi, former president and CEO of Mazda China, attributed declining sales to the slow development of new products and emotional factors since last September.

Mazda announced its plan for new products to be rolled out during 2013. The all-new grade-B Mazda Atenza, CX-7 and CX-5 will be introduced in China. "We will take every market segment into consideration and every year we will launch new products in China. In 2013, auto sales are predicted to reach 200,000, up 7 percent," said Takashi.