Mazda Marketing Planning
12-29-2006, 01:33 PM
#1
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Mazda Marketing Planning
http://www.autonews.com/apps/pbcs.dl.../FREE/61226011
from my friend Mark Rechtin at Automotive News
to concentrate on 3 6 and rx-8 and the new crossovers CX-7 CX-9. Later in the year will see more " full line up " marketing .
New Mazda6 coming in 2007 as we have been saying- will we see it at Detroit?
someone who gets it is in charge- but can he really get the dealers to understand it?
from my friend Mark Rechtin at Automotive News
to concentrate on 3 6 and rx-8 and the new crossovers CX-7 CX-9. Later in the year will see more " full line up " marketing .
New Mazda6 coming in 2007 as we have been saying- will we see it at Detroit?
Klan, who previously headed Mazda's global marketing in Hiroshima, Japan, took the U.S. post in August. He will focus on more than just advertising. Customer relationship marketing is high on his priority list. Mazda usually finishes near or at the bottom of J.D. Power's sales satisfaction, customer service and owner retention surveys. That is a bad sign for a small brand that thrives on emotion.
While Mazda's new "Retail Revolution" showrooms may lure new shoppers, dealers have to do their part, Klan said.
"Consumers are buying for emotion, not for the price or the deal," he said. "We want to be the most aspirational accessible brand. But we have to behave that way for our customers."
While Mazda's new "Retail Revolution" showrooms may lure new shoppers, dealers have to do their part, Klan said.
"Consumers are buying for emotion, not for the price or the deal," he said. "We want to be the most aspirational accessible brand. But we have to behave that way for our customers."
12-29-2006, 01:51 PM
#3
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I've been doing my part by recommending the 3, 5, and CX-7 to people I know. Mazda doesn't pay me (if only!), but I believe they have good products that people don't know about and so they get my support.
12-29-2006, 01:56 PM
#4
Go Texas Longhorns!
Mazda has done pretty well lately given their **** poor marketing efforts. Word of mouth is always good and there aren't many vehicle segments I wouldn't put their products at the top of my list.
Mazda needs to focus on getting more maintstream buyers into the dealerships, and the CX7 and CX9 should do that.
Mazda sells all the 3's it can make already. The 6 sells reasonably well but it can't really compete with the Accord/Camry due to the size. The new vehicle will change that.
THe sportscars kinda sell themselves, but they have been and will be a small market.
If Mazda can really bringout the Kabura/MX3 in the $20K range in 2008, that will turn the sport compact market on its head.
Mazda needs to focus on getting more maintstream buyers into the dealerships, and the CX7 and CX9 should do that.
Mazda sells all the 3's it can make already. The 6 sells reasonably well but it can't really compete with the Accord/Camry due to the size. The new vehicle will change that.
THe sportscars kinda sell themselves, but they have been and will be a small market.
If Mazda can really bringout the Kabura/MX3 in the $20K range in 2008, that will turn the sport compact market on its head.
12-29-2006, 02:15 PM
#5
Kabura can possibly achieve much if it's priced right and although this has little to do with this thread, I'm rather sure they won't call it MX-3.
Happy New Year all!
Paul.
Happy New Year all!
Paul.
12-29-2006, 02:22 PM
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I liked how he pointed out that the dealers have to do their part to keep retention. Right now because of friends/family hearing about my service woe's and repeadily going back 'cause the service dept doesnt listen to me have said to me they wouldnt buy a Mazda no matter what. I try to defend them a bit saying "Its just that dealer" but some are hard headed.
12-29-2006, 02:28 PM
#8
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Mazda not only needs better marketing, but needs to "manage" the dealers. Alot of people who ask me about the car say "Oh I dont buy Mazda's becuase I dont like the local dealers" I usually tell them where I bought my car and even give them the salesmans name I used the past few times.
12-29-2006, 04:55 PM
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Originally Posted by Tigster
Mazda not only needs better marketing, but needs to "manage" the dealers. Alot of people who ask me about the car say "Oh I dont buy Mazda's becuase I dont like the local dealers" I usually tell them where I bought my car and even give them the salesmans name I used the past few times.
On the sales floor side of things, I'd say make sure your salesmen know the product inside and out. If they dont know the car pass the guy off to someone who does. I used to know a guy who worked for a local Toyota dealership, he was sent by his company to go on some kinda learn & experince trip as he put it for the brand new (at the time) Matrix. He told me at the end of it he had to take a written and oral test to get some kinda certification. Now imagine that having to learn about the car before you sell it to someone. When I was buying my Rx-8 I felt like I knew twice as much as the salesman and back then I only knew a fraction of what I know now.
12-30-2006, 04:26 AM
#11
Super Moderator
Yep, Product knowledge is everything.
MNAO must lift their game on how and what dealer staff are trained on, particularly service, I can't believe the stupid errors that happen at some of your dealership servicing center's.
HAPPY NEW YEAR TOO
TO ALL YOU GUYS AND GALS ITS BEEN GREAT FOR THIS LONELY OLD BUGGA TO INTERACT WITH YOU ALL "UP OVER"....from ASH8, "Down Under"
MNAO must lift their game on how and what dealer staff are trained on, particularly service, I can't believe the stupid errors that happen at some of your dealership servicing center's.
HAPPY NEW YEAR TOO
TO ALL YOU GUYS AND GALS ITS BEEN GREAT FOR THIS LONELY OLD BUGGA TO INTERACT WITH YOU ALL "UP OVER"....from ASH8, "Down Under"
12-30-2006, 02:39 PM
#12
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Speaking of product knowledge, i went to test drive the 8 yesterday. I told the salesman i know nothing of the 8 other than a few i saw on the road. He showed me a fully loaded shinka model but he had no idea how to operate any of the features on the car. Does it have a spare tire? Does the remote run on a battery? How do you get it into reverse? He started up the car and immediately revved it to 3.5k for a few seconds before he let me in it. I asked him why he did that and he said "You have to do that with these cars." I asked him if they had trouble with flooding, he said he doesn't know what that is...hmm.
The 8 felt really good, well planted. Gearbox was good. Back seat has more than enough space for my family. Definitely still a very good car.
The 8 felt really good, well planted. Gearbox was good. Back seat has more than enough space for my family. Definitely still a very good car.
12-30-2006, 03:05 PM
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Mazda has been slowly ramping up the marketing over the last year. Thats a good thing for them. Mazda has really raised the bar on their products over the last 15 years or so, yet unlike Nissan and Toyota they don't flaunt it.
The 3 reminds of a Jetta thats been perfected. Performance is pretty close but in just about every aspect the 3 costs less.
The 5 is an awesome package for the money.
I can't speak enough for the CX7. I have one as a daily driver (AWD) and get about 25 MPG on the Hwy - better then the EPA rating and thats at 75-80 MPH. I tested several other SUV's (sporty ones, not the Taho crap) and hands down it's the best of the bunch - not to mention less expensive and better equipped. It was truely the only one thats fun to drive.
Of course I really like the RX8, but thats a very limited market car. Given the higher gas prices the less then impressive gas mileage tends to scare a few people away but for most real drivers all it takes is a test drive - and you're hooked. Check out the 350Z's on eBay - most sellers seem to mention they needed 4 seats - makes you wonder why they didn't buy an RX8 to begin with.
The CX9 will open the door to a new class of potential Mazda owners - if they get market penetration. No doubt advertising and sales incentives will be in full force.
It's been said before and I'll say it again; beyond the corporate responsibilities are the franchise liabilities of ****-poor service quality. Mazda can spend a bundle on promotion but it will all go to waste if they don't get the dealer service up to par. The problem here is many dealers seem to think the Mazda profit model comes from service rather then sales. I don't think there is a way to change that without the consumer paying more to get in the door.
The 3 reminds of a Jetta thats been perfected. Performance is pretty close but in just about every aspect the 3 costs less.
The 5 is an awesome package for the money.
I can't speak enough for the CX7. I have one as a daily driver (AWD) and get about 25 MPG on the Hwy - better then the EPA rating and thats at 75-80 MPH. I tested several other SUV's (sporty ones, not the Taho crap) and hands down it's the best of the bunch - not to mention less expensive and better equipped. It was truely the only one thats fun to drive.
Of course I really like the RX8, but thats a very limited market car. Given the higher gas prices the less then impressive gas mileage tends to scare a few people away but for most real drivers all it takes is a test drive - and you're hooked. Check out the 350Z's on eBay - most sellers seem to mention they needed 4 seats - makes you wonder why they didn't buy an RX8 to begin with.
The CX9 will open the door to a new class of potential Mazda owners - if they get market penetration. No doubt advertising and sales incentives will be in full force.
It's been said before and I'll say it again; beyond the corporate responsibilities are the franchise liabilities of ****-poor service quality. Mazda can spend a bundle on promotion but it will all go to waste if they don't get the dealer service up to par. The problem here is many dealers seem to think the Mazda profit model comes from service rather then sales. I don't think there is a way to change that without the consumer paying more to get in the door.
12-30-2006, 06:20 PM
#14
Super Moderator
Originally Posted by Sephiroth
Speaking of product knowledge, i went to test drive the 8 yesterday. I told the salesman i know nothing of the 8 other than a few i saw on the road. He showed me a fully loaded shinka model but he had no idea how to operate any of the features on the car. Does it have a spare tire? Does the remote run on a battery? How do you get it into reverse? He started up the car and immediately revved it to 3.5k for a few seconds before he let me in it. I asked him why he did that and he said "You have to do that with these cars." I asked him if they had trouble with flooding, he said he doesn't know what that is...hmm.
The 8 felt really good, well planted. Gearbox was good. Back seat has more than enough space for my family. Definitely still a very good car.
The 8 felt really good, well planted. Gearbox was good. Back seat has more than enough space for my family. Definitely still a very good car.
Straight away, I would avoid this dealership and NEVER buy a car from them as they are only interested in the "Numbers Game"...how many units they can sell a month...that's it.
They are selling Mazda's top of the heap (halo) car the RX-8 and can't answer simple questions..
12-30-2006, 06:40 PM
#15
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^ In a perfect world only enthusiast would sell cars. A few people have told me I should be a car salesman because I'm nice and usualy very (at times brutaly so) honest. But I keep on telling them I could only sell cars at a used car lot, cause for me a car has to suite a person in both usage and in spirit. Most salesmen I've run into only do it 'cause it pays well not because they themselves like cars. Hell most of the car salemen I've seen usualy drive late 80's early 90's PoS cars.
Maybe if we are lucky (doubt it), Mazda will make some kind of effort atleast to have their dealers actually have their salesmen know information beyond that of the sales flyer. To me it would of been nice to know about the oil consumption before coming to this board. Not saying its a burden but imagine how many who dont actually read up on the car buy it soley for looks and are going into their dealers complaining their oil light keeps going off before the oil change then get fed up and sell the car thinking its slowly leaking oil. ::shrugs::
Maybe if we are lucky (doubt it), Mazda will make some kind of effort atleast to have their dealers actually have their salesmen know information beyond that of the sales flyer. To me it would of been nice to know about the oil consumption before coming to this board. Not saying its a burden but imagine how many who dont actually read up on the car buy it soley for looks and are going into their dealers complaining their oil light keeps going off before the oil change then get fed up and sell the car thinking its slowly leaking oil. ::shrugs::
12-30-2006, 09:24 PM
#16
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Originally Posted by ASH8
Gee, to me if a car salesman can not answer basic knowledge about the car he is selling then as a salesman he won't last long in the industry...was he a young dude, new on the job?...still no excuse, was it an only Mazda franchise dealer..if so they should have their BUTS kicked....its just not good enough.
Straight away, I would avoid this dealership and NEVER buy a car from them as they are only interested in the "Numbers Game"...how many units they can sell a month...that's it.
They are selling Mazda's top of the heap (halo) car the RX-8 and can't answer simple questions..
Straight away, I would avoid this dealership and NEVER buy a car from them as they are only interested in the "Numbers Game"...how many units they can sell a month...that's it.
They are selling Mazda's top of the heap (halo) car the RX-8 and can't answer simple questions..
Anyways, ill be heading back to my regular mazda dealer. Im also going to look at a honda dealer and a different nissan dealer to see how they compare.
12-31-2006, 02:42 AM
#17
Super Moderator
Well there you go a multi franchise dealer...I would avoid them like a plague....
as the saying goes.....jack of all 'trades" master of none...
as the saying goes.....jack of all 'trades" master of none...
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