Mazda has always had a reputation as an enthusiast brand that builds cars for those of us who like to drive. Consider the RX-7, which continued to push the development of the rotary engine at a time when other manufacturers shelved the technology. It was Mazda that re-introduced the concept of a fun, affordable roadster, and their Miata is now in its 21st year of production. The 323 GTX was the first affordable rally car for the street, and even their current Mazdaspeed 3 remains one of the best performance bargains on the planet. If you’re Mazda, and you’re struggling to boost market share in the United States, how can you effectively distill the company’s rich history into an ad that will get buyers into showrooms? With a mix of old, new and concept vehicles, and a reminder that, “if it’s not worth driving, it’s not worth building,” that’s how. Video below.
Mazda North America’s Don Romano, chief marketing officer, summed it up best by saying, “The campaign strives to underscore Mazda’s devotion to creating exceptionally fun-to-drive, well-crafted vehicles, with the phrase, ‘we don’t build cars for everyone; we build cars for people who care about what they drive’.” The ad does an admirable job of clearly communicating this message, and Mazda has an aggressive broadcast schedule planned for both network and cable TV.
What are your thoughts on the ad campaign? How would you get Mazda back on track in the United States if you were behind the helm?