Jim Bagan has an audacious goal for the Mazda dealership he manages in the military town of Killeen, Texas: a 9 percent share of the local new-vehicle market.
That target is a tall order, given that Mazda's U.S. share of the new-vehicle market last year was 1.9 percent.
In Killeen, Bagan, 51, caters to soldiers at nearby Fort Hood. He runs the only Mazda store in town, so he is free to compete with other brands without fending off rival Mazda dealerships. And he uses Google to nab customers of Toyota and other big brands.
Killeen is about an hour's drive north of Austin, where Bagan and dealer Roger Beasley have made Mazda a significant player.
Beasley, with Bagan as equity partner, owns all three Austin Mazda dealerships. Bagan oversees these as managing partner, a position he has held since 1995. Each of the three stores is among the top-performing Mazda dealerships in the country and together they have earned Mazda a 10 percent market share in Austin, Mazda says.
Bagan is looking for similar results at Roger Beasley Mazda Killeen, which Beasley acquired last March, by achieving a 9 percent share by year end.
"I think with the full concentration of what we're doing in there and with our marketing position, we can maintain a solid 9 percent or 10 percent market share but also give the Tier 1 brands a serious run for their money," Bagan says.
He says the Killeen dealership sold 417 new vehicles and 145 certified-used Mazdas in 2012 after it was acquired. Bagan says the store is on pace to sell 650 new vehicles this year. Under the store's previous ownership, new-vehicle sales totaled 282 units in 2011, and the dealership did not participate in Mazda's certified pre-owned sales program. The sales growth has earned Mazda a 6 percent share of the local new vehicle market.