CLIENT: MAZDA USA
TAG: INSPIRATION IN EVERY MILE!
Mazda has set their sights on close competitors like Subaru who a decade ago were stagnant at 2% market share like Mazda finds themselves now. However, via a careful product revitalization and strong shift in marketing communications focus, Subaru is at nearly 4%…providing a roadmap to follow.
Mazda had a legacy built upon zippy, fun & inexpensive cars. Most notably sharing vehicle platforms with Ford to drive prices for compact cars as low as possible.
However, with volume and margins per vehicle at historic lows, the brand is eyeing a move up market focused on making premium vehicles for a discerning and more affluent demographic.
Mazda has thus transitioned their vehicles and their communications to convey a more updated, aspirational and emotive ownership experience.