Sales of Mazda cars to business end-users increased by more than two-thirds last year, despite overall fleet sales dropping by 2,000 units.

The boom in demand from contract hire and user-chooser fleets grew from 4,000 to 6,000 units last year, off-setting the fall due to pulling away from short-cycle deals.

Fleet accounted for around 40% of new car sales in 2008 and the Japanese car company expects this percentage to hold firm during 2009.

New fleet and remarketing director Peter Allibon said: “The rise in our contract hire and user-chooser sales last year is evidence that our strategy is working and we will see that trend increasing.

“In this economic climate some fleets are shunning prestige brands because they don’t want to be seen to be ostentatious.

"Mazda models are understated but deliver in terms of cost and performance. The next 12 to 18 months could be a major opportunity to further increase our ‘pure’ fleet market share.”

Mr Allibon was speaking as residual value forecasts for the revised Mazda6 range were being published.

According to CAP, the Mazda6 2.2D TS 163 will be worth £6,625, or 38% of cost new, after three years and 60,000 miles – outperforming the Toyota Avensis, Vauxhall Insignia and Honda Accord.

Mr Allibon added: “In its previous 140bhp form, the Mazda6 diesel out-performed many rivals, particularly their entry and mid-level derivatives, and its reduced CO2 emissions delivered real financial benefits to company car drivers.

"Now we have taken a big step forward with the diesel.”

The new 2.2-litre diesel engine is available in three power outputs – 125bhp, 163bhp and 185bhp – and emits between 147 and 152g/km of CO2. Average fuel economy ranges from 49.6 to 51.4mpg.

Elsewhere in the range, the Mazda2 supermini will receive a mild refresh in the spring, while the new Mazda3 will arrive soon after, debuting a new 1.6-litre diesel engine which emits
119g/km of CO2, qualifying it for the lowest diesel benefit-in-kind tax band.

Mr Allibon added: “With downsizing and demand for cost-effective low-emissions diesel and petrol models increasing, this is the perfect time to be launching a new lower-medium car.”

The firm is also encouraging its dealers to develop ties with small businesses in their areas in a bid to win more small fleet sales.