Mazda Motor Corp. is gearing up to gain ground on rivals, especially in the United States and China, according to President Hisakazu Imaki.

Mazda, a Ford Motor Co. group company, has enjoyed brisk sales in Japan and Europe since releasing its Demio compact and Atenza models last year. But the carmaker, based in Fuchu, Hiroshima Prefecture, is struggling to gain a foothold in the U.S.

"We are changing our Atenza marketing strategy in the U.S. because our initial plan failed," said Imaki, 60, who took over the top post Aug. 27.