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US Mazda dealers get factory ad push
This is GREAT News, MNAO are finally listening to their Dealer Network, lets hope this translate into unit sales....
From Auto News..... Mazda dealers are proud of their product. But they need some help getting the message out to potential customers. The automaker promised that help during its make meeting with dealers at the NADA Show. Mazda will roll out a major advertising campaign to reposition the brand, having heard from dealers who think its marketing has been lackluster in recent months and that the marque is losing its connection with consumers. "It is so significantly different from where we've been and who we've been talking to and how we've been talking to them," Bagan told Automotive News. "We really think that this could give us a significantly better position in the consumer's mind of what the brand stands for." Mazda products are among the industry's best-kept secrets, he said, but that's not good for dealers who want to increase overall volume and throughput by double-digit percentages over the next several years. Last year, Mazda's U.S. sales fell 2.8 percent to 289,470 vehicles. In the first two months of this year, U.S. sales grew 14 percent to 50,693 vehicles. Bagan, who co-owns four Texas Mazda dealerships, says the brand wants to achieve retail sales of about 400,000 vehicles a year once the U.S. plant it is building with Toyota starts producing a new Mazda crossover. The shift in brand focus also will make its way to dealerships through training programs that adopt sales strategies that are more like Audi's and less like Toyota's as the brand moves upscale, Bagan said. Mazda will be able to do that because of its vehicle technology, including the new Skyactiv high-compression gasoline engine that incorporates elements of both a gasoline and diesel powerplant to achieve hybridlike efficiency. Dealers were told that five of the six vehicles now in showrooms will receive major overhauls in the next 18 months, and the new crossover coming from the Alabama joint venture with Toyota will move Mazda into a new segment. Mazda's approach to incentives and financing also is shifting from national to regional to better attract buyers. For example, lease offers will focus on lease-heavy markets, Bagan said. Dealers were told electric vehicles were coming "sooner than later" but without a fixed timeline. Bagan said the new consortium of automakers working together on EVs — including Mazda, Toyota and Subaru — gives dealers confidence that EVs will be ready when buyers want them. http://www.autonews.com/article/2018...actory-ad-push |
i am curious to see what is the "new crossover segment" of the Alabama-built model.
More a Cx-7 size or a CX-4 size? |
here's the first ad. Im not too impressed. There is something too forced about the voice over. I like the visuals, I like the idea, just the execution of the voice over feels wrong.
brandchannel: Mazda Kicks Off Fan-First #FeelAlive CX-3 Campaign |
I don't really like most ads in general unless it's really interesting(like Mercedes Benz Mario commercials in Japan; it's silly but hilarious).
Some of the comments for the ad mentioned that it looks like an indie movie trailer. Kinda have to agree there. Focus on the product, not this other crap. Also, their new slogan is now "Feel Alive"? I liked "Zoom-Zoom". |
It is obviously focused on young buyers, and the voice while not soothing to me at my age, is probably right for the focus group for this ad. People have to get emotionally connected to spend money on maybe their first car, or just first Mazda. I think as a career visual communicator, overall the ad works, especially the highlighting of the "wings" in the Mazda logo, really a nice touch. .
Cheers |
??..meh..I hope it works, But taking 1/3rd of the paid commercial time wondering what the hell they are on about can be wasteful advertising time...
it is not easy , but this looks and feels a little bit too much of the 'diversity/minority' express again.. So do these 'young' adults actually buy Mazda's with their coin, or dream to, or any cars for that matter? Does this translate into selling cars?...I hope so.. I guess a lot more to come.. |
Why can't they just make a commercial where someone drives a car, and just has fun?
The voice over says "In all the times I have driven a car, I have never felt like THIS before." Make the viewers wonder what that guy felt, and have them show up at the dealership in order to see if they can feel it too, on a test drive. That commercial above doesn't make me care about the brand, or about cars, at all. BC. |
Originally Posted by ASH8
(Post 4856407)
??..meh..I hope it works, But taking 1/3rd of the paid commercial time wondering what the hell they are on about can be wasteful advertising time...
it is not easy , but this looks and feels a little bit too much of the 'diversity/minority' express again.. So do these 'young' adults actually buy Mazda's with their coin, or dream to, or any cars for that matter? Does this translate into selling cars?...I hope so.. I guess a lot more to come.. |
Originally Posted by gwilliams6
(Post 4856454)
ASH8, in our vast multi-cultural American society there is nothing wrong with your so-called diversity/minority express in advertising. That is long overdue. I guess diversity doesn't play well in Australia? Glad to really see where your head is at. BTW ASH8 many of us here in this RX8 club are from diverse minority heritages. Cheers
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200mph just what are you objecting to here ? Please enlighten me. Cheers
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you voicing your views on a politician is a no no here but i guess some animals are more equal than others
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Political comment removed, and first warning given.
S |
Yes you are right, I don't need to inject politics into this debate, but the rest of my statement remains thanks. Cheers to all.
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Originally Posted by 200.mph
(Post 4856462)
you voicing your views on a politician is a no no here but i guess some animals are more equal than others
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Thanks 200.mph., got it. I broke one of my own rules in my Journalism classes I teach. Cheers
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IMO I should at least know what the ad is trying to sell me. Like, this is the ad I see on YouTube and just click "Skip" as soon as possible.
You have to grab my attention in the first couple of seconds so I actually keep watching. Otherwise, a long ad like this just gets ignored. I do like the wing part as well, but guess what? If I don't get there, it doesn't matter. I mean, not that Honda ads are perfect, but the Civic one where everyone is a square at least clearly showed that they are trying to sell you the Civic. The message is clear. (PS. I think this ad should be used for the RX-8 instead, given how round our cars are. Newer Honda cars are actually very sharp.) A really good commercial is the Dollar Shave Club one. Look it up, it's amazing. Genuinely got me considering DSC. Mazda should really learn what a good commercial is. |
Originally Posted by UnknownJinX
(Post 4856489)
IMO I should at least know what the ad is trying to sell me. Like, this is the ad I see on YouTube and just click "Skip" as soon as possible.
You have to grab my attention in the first couple of seconds so I actually keep watching. Otherwise, a long ad like this just gets ignored. I do like the wing part as well, but guess what? If I don't get there, it doesn't matter. I mean, not that Honda ads are perfect, but the Civic one where everyone is a square at least clearly showed that they are trying to sell you the Civic. The message is clear. A really good commercial is the Dollar Shave Club one. Look it up, it's amazing. Genuinely got me considering DSC. Mazda should really learn what a good commercial is. |
Originally Posted by 200.mph
(Post 4856490)
i can tell ya it wont be a rotary :lol2:
Really, though, I kinda expected to see the Cosmo Sport in an ad like this to see it at least get a passing mention. |
Originally Posted by gwilliams6
(Post 4856454)
ASH8, in our vast multi-cultural American society, there is nothing wrong with your so-called diversity/minority express in advertising. That is long overdue. I guess diversity doesn't play well in Australia? Glad to really see where your head is at. BTW ASH8 many of us here in this RX8 club are from diverse minority heritages. Cheers
What you don't think Australia has the same population as you?...you guys really need to get out more mate, and see the world maybe. ;) What I mentioned is the targeted Meaningless PC Drivel. For the record, I have associates of all nationality and colour and religion, including local indigenous aborigines, my heritage goes back now 5 generations and is EU/UK decent, so what, what I get tired of and most reasonable people do of this stuff being rammed down our throats, I just want people to get on and GET ON WITH IT (life). In regards to this new Mazda ad, you can clearly see it's intention and 'how' it was think tanked...it is just old and tired and dull fluff. Who knows it may just work...BUT, they (MNAO) has gone from 'Driving Matters' to now 'Feel Alive', I am not an advertising xpert, but to me when you look at say successful Subaru they target dog owners (dogs driving cars), brilliant!, no PC BS and it clearly works to sell cars. I think there is more to come from Mazda in US. |
Originally Posted by ASH8
(Post 4856522)
What you don't think Australia has the same population as you?...you guys really need to get out more mate, and see the world maybe. ;)
Originally Posted by ASH8
(Post 4856522)
What I mentioned is the targeted Meaningless PC Drivel.
For the record, I have associates of all nationality and colour and religion, including local indigenous aborigines, my heritage goes back now 5 generations and is EU/UK decent, so what, what I get tired of and most reasonable people do of this stuff being rammed down our throats, I just want people to get on and GET ON WITH IT (life). In regards to this new Mazda ad, you can clearly see it's intention and 'how' it was think tanked...it is just old and tired and dull fluff. Who knows it may just work...BUT, they (MNAO) has gone from 'Driving Matters' to now 'Feel Alive', I am not an advertising xpert, but to me when you look at say successful Subaru they target dog owners (dogs driving cars), brilliant!, no PC BS and it clearly works to sell cars. I think there is more to come from Mazda in US. And I don't need Mazda, out of all things/people, to educate me on PC. Show me how sexy the car is and how well it handles, because that matters. FFS, even Toyota knows how to put up good commercials. Look at this Camry commercial. They made the Camry sexy. That's the magic of a good ad. Then again, Mazda doesn't seem to be the best when it comes commercials. The old Lorax commercial was pretty bad. |
WOW, 35.7% Increase in sales for Mazda USA in March, what happened, are they giving them away..;)
New Ad is working already! Mazda's compact crossover SUV, Mazda CX-5, recorded its 12th consecutive record sales month, and its best-ever month since going on sale in February of 2012. In March, sales of the CX-5 rose 90.5 percent year-over-year (YOY), with 16,138 vehicles sold. Sales of the Mazda3 rose 8.7 percent YOY, with 7,760 vehicles sold in the month of March. In line with continued consumer demand, sales of Mazda's subcompact crossover SUV, Mazda CX-3, rose 38.1 percent YOY, with 1,728 vehicles sold in the month of March. The seven-passenger Mazda CX-9 recorded its best March since 2013, with 3,066 vehicles sold. This number represents an increase of 20.2 percent YOY. Total sales of Mazda's CX crossover SUV line, including the CX-3, CX-5 and CX-9, were up 70.6 percent YOY with 20,932 vehicles sold in the month of March. The i-ACTIV All-Wheel Drive option continues to be a favorite among Mazda CX-line buyers, with 59.5 percent of customers choosing the AWD option in March. Mazda reported record-breaking Certified Pre-Owned (CPO) sales of 4,552 vehicles in March, marking an increase of 19.6 percent YOY. https://www.prnewswire.com/news-rele...300623427.html |
looks to me like Driving Matters was working if you check the numbers
https://www.bizjournals.com/losangel.../04/03/LA55567 Mazda's compact crossover SUV, Mazda CX-5, recorded its 12th consecutive record sales month, and its best-ever month since going on sale in February of 2012. In March, sales of the CX-5 rose 90.5 percent year-over-year (YOY), with 16,138 vehicles sold. Sales of the Mazda3 rose 8.7 percent YOY, with 7,760 vehicles sold in the month of March. In line with continued consumer demand, sales of Mazda's subcompact crossover SUV, Mazda CX-3, rose 38.1 percent YOY, with 1,728 vehicles sold in the month of March. The seven-passenger Mazda CX-9 recorded its best March since 2013, with 3,066 vehicles sold. This number represents an increase of 20.2 percent YOY. |
This is GREAT NEWS for Mazda in USA, it looks as if they 'could' be on target for their best year since (I think 1998), that is a long time ago.
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Originally Posted by zoom44
(Post 4856534)
looks to me like Driving Matters was working if you check the numbers
https://www.bizjournals.com/losangel.../04/03/LA55567 we'll see if #FeelAlive can equal or better that |
Wasn't there also rumours that Mazda may follow GM's footsteps in attempting those Real People™ commercials?
I mean, while I think those are really stupid, the Zebra Corner parodies are hilarious, so keep them coming, GM. Also, speaking of Camry, despite the fact that a lot of critics prefer the Accord, the Camry is beating the Accord in sales, and that's without counting the fleet sales for the Camry. Some people were saying that the Accord has some pretty weak commercials, while the Camry's got some good ones like the one I posted. There are also other factors like better financing for the Camry, but I think the commercials also have something to do with that. |
/\ Yes, Camry here beats Accord by a 1,000 country miles, Homda (#9) is way past Mazda OZ in sales.
Toyota Number 1, Mazda #2, then Hyundai, GM and Kia at about 7th, IF you add Kia and Nut Sunday together they are beating on Toyota's door step for #1 position down under. |
Originally Posted by zoom44
(Post 4856534)
looks to me like Driving Matters was working if you check the numbers
https://www.bizjournals.com/losangel.../04/03/LA55567 we'll see if #FeelAlive can equal or better that I suspect that discounts in % are totally different. The cars are exactly the same.....tv advertising...? i don't think. |
Originally Posted by ASH8
(Post 4856522)
As usual goes straight over your head..:)
What you don't think Australia has the same population as you?...you guys really need to get out more mate, and see the world maybe. ;) What I mentioned is the targeted Meaningless PC Drivel. For the record, I have associates of all nationality and colour and religion, including local indigenous aborigines, my heritage goes back now 5 generations and is EU/UK decent, so what, what I get tired of and most reasonable people do of this stuff being rammed down our throats, I just want people to get on and GET ON WITH IT (life). In regards to this new Mazda ad, you can clearly see it's intention and 'how' it was think tanked...it is just old and tired and dull fluff. Who knows it may just work...BUT, they (MNAO) has gone from 'Driving Matters' to now 'Feel Alive', I am not an advertising xpert, but to me when you look at say successful Subaru they target dog owners (dogs driving cars), brilliant!, no PC BS and it clearly works to sell cars. I think there is more to come from Mazda in US. Back to the ad, I credit Mazda for at least trying a different approach. This subtle approach has been successful for other car makers. It remains to be seen if this brings in any new and/or younger buyers to Mazda showrooms. There are still Mazda driving-based ads running. This new ad is getting heavy play in youtube videos, so yes that targets this same youth free-spirit demographic. |
Mazda has new US Magazine ads, like on the back cover of May's issue of Motor Trend magazine.
It shows a picture of the Mazda-Joest car and states: "Not Just a Rethink, a Re-Everything. Reimagine,revamp,reexamine,retool,reconsider ,recalibrate ,readjust,realign,rearrange,reevaluate,reassess,re dedicate and refocus. Now, we are reborn. We are Mazda Team Joest. We intend to rewrite records. And help lead Mazda into a future of limitless potential. Driving Matters" Any thoughts ? |
Part of the real reason WHY Mazda did so well in March was because of the massive backlog of forward orders, particularly the CX-5.
Remember another CX-5 line came on-stream for first time @ the Hofu plant (which only made MZ 3 and 6), basically Mazda can not make enough CX-5's to satisfy the HUGE order/sales demand. |
With advertising,
As I said before I am no expert , but to me what seems to work for 'other makes' is the fact they SELL the CAR and Model, they SELL and Show what they offer. Mazda and a few others focus on showing how great it "LOOKS" but say nothing about the cars features. I recall the first US ad for the then all new CX-5, it showed the car driving itself up and down and on a lollipop road with cartoon features around it, the story was the CX-5 was 'fuel efficient from all new Skyactiv Engines', BUT what about the rest of the car....? WHY do these advertisers being paid massive amounts of $$$Cash.00 come up with such stupid commercials....!?. WHAT THE HELL IS WRONG with them, why not just film the car inside and out and talk/show features on what it has or what it does?, Just spend the 60 seconds SHOWING OFF the car....how hard can that be FFS. Who @ MNAO approves this lame rubbish that tells ZIP about what is IN THE CAR! Look , the CX-5 was yes fuel efficient....BUT.. Where was the filiming and pics on the i-Activsense? Remember Mazda back in 2012 was the FIRST Japanese car brand to sell and have extensive safety features like. 1. Smart City Brake Support. 2. Reverse Cross Traffic Alert. 3. Lane departure Alert. 4. Radar Cruise Control and speed control. 5. Hill Launch Assist. 6. Lane Wandering Alert. 7. Driver Attention Alert (Fall asleep at wheel). 8. etc, etc ,etc Almost all of these were available from 2012 Mazda's, but who knew about them. Not until the last year or so are car makers advertising these features like they are all new. MAZDA HAS HAD THESE LIFE SAVERS FOR PAST 6 YEARS!, on bread and butter cheap cars. |
As an ad guy, I can tell you that “brand advertising” - selling by creating a brand personality for your product, rather than relaying a laundry list of product features, works quite well for many products and services, if done right. That’s a big “if” - not many ad agencies have the talent to pull it off, which is why you can make big bucks in this business IF you can do that. And not only do you need talent, you also need a client smart enough to recognize it and then commit to it. Alas, excellence - in advertising, restaurants, literature, film, theater, architecture, you name it - is, by definition, rare. There’s another reason why brand advertising beats product feature advertising: you may have the better car today, a car that beats its competition on performance, features, etc. But what about tomorrow? Your competitor may come out with a model that’s ostensibly better than yours. If you’re running “feature” advertising, bye bye sales. But if you’re cultivated a following that loves your brand - your personality, your essence, what your brand stands for and is all about - you’ll keep your customers. Why? Because they LIKE you. How many features does Apple list in an iPhone commercial? What beer attributes are enumerated in a Dos Equis “The Most Interesting Man In the World” spot? Mini’s “Let’s Motor!” campaign says very little about the cars until you find your way to the website or showroom. Good advertising drives sales by, over time, developing a “good feeling” towards the brand’s personality. With cars, a great spot whets one’s appetite to learn more about the product being sold, because one is attracted to the personality of the brand. So the buyer then goes online, does their research, and gets his facts. But the ads make him or her favorably predisposed to want to associate with (i.e. wear, learn more about, be involved with, and yes, BUY) the brand’s product. In fact, here in the states, it’s inevitably the mediocre products that run stupid advertising that list fact after fact in a dull attempt to “logic” you into a purchase. Just watch any Chevy commercial. Want a quick read on the intelligence of any company? Look at their advertising. |
I couldn't have said it better New Yorker. In America people choose cars first because of some personality or emotional connection, then they may look at specs. We are car folks so we think everyone should be interested in the cool car specs and features. Well only to a point with most US buyers. They want to "feel the need' for that particular car ,brand and persona first. That is what the new Mazda ads are trying to tap into. I am sure they thought long and hard about where and how they were spending their Ad dollars before going in this direction. Time will tell if it bears fruit. cheers.
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Originally Posted by ASH8
(Post 4857074)
I recall the first US ad for the then all new CX-5, it showed the car driving itself up and down and on a lollipop road with cartoon features around it, the story was the CX-5 was 'fuel efficient from all new Skyactiv Engines', BUT what about the rest of the car....?
It was universally hated because the movie the ad is based off is a sell-out... Anyway, I think best car ads are still the "happy people driving cars" ones, like the one for the new Camry. Just depends on how you pull it off. |
Selling a car is not like selling an i-phone, value is somewhat different, but.
Mazda (in USA) want to go 'up market', that was their aim 4 years ago for two reasons landed costs and the fact they are/were putting way more in their cars as standard features compared to others. But they don't show what they have got, now everyone else has caught up and even passing them. In US, I see Nissan, Ford, Toyota, Volvo and others actually Presenting what their cars can and do in a subtle and in your face way. This 'building a brand' fluff has been done to death, not as if Mazda are new comers. To me it is almost as is they (Ad agencies) has run out of ideas. (and yes it is not easy). |
You guys are also forgetting one major reason why Mazda's marketing strategy is different than Toyota's or Chevy's:
Mazda doesn't have the available funds to market as much as Toyota or Chevy. So they need to be economical in how and where they spend money. That stuff doesn't just fall out of the sky, or grow on trees, you know. You know what I'm grateful for? The fact that Mazda builds cars way better than they market them. BC. |
Marketing strategies appear to work in other Mazda world markets just fine.
I guess it depends who has the ad account and how successful that agency really is. ie, it is not what they spend but how they spend the cash, they all work on similar principals of 'x' $'s per unit (vehicle sold), so yes it is in the interest of the ad agency to be successful, more cars sold the more cash for ad creation and kudos.. Up until end of 2017 sales have not been great in North America, that is an undeniable fact. Do they get 'value' for money....?, so far 2018 is working GREAT for Mazda in USA, we all want this continued success for the future of Mazda worldwide and their model range. |
3 Attachment(s)
Originally Posted by UnknownJinX
(Post 4857093)
I think that's the Lorax ad.
It was universally hated because the movie the ad is based off is a sell-out... Mazda and other companies involved in the marketing of the movie were the companies that are actively interested in helping the environment. Through making their companies and products greener as well as donating to things like reforestation projects. A few bloggggers who couldnt understand the concept of that turned the whole thing on it's ear because that's what happens on the internet/social media/blogosphere then and now. a few loud people who don't understand something misinform alot more people. Mazda was chosen not just for it's skyactiv push but also for it's work on bioplastics for interior and exterior parts rather than dino-oil based and was helping with an Amazon rainforest project. Some enviro nuts that couldnt get their head around the concept of a car company being green were the problem. |
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Originally Posted by zoom44
(Post 4857341)
actually most people I know liked the Lorax movie. The movie studio plus Mazda and a handful of others raised a good bit of money for environmental charities with. Being a fan of Seus, the Lorax and Mazda I still have Mazda Lorax wallpapers on my pc today. I had picture of me with aLorax mustache around here somewhere. I just saw it last night.
Mazda and other companies involved in the marketing of the movie were the companies that are actively interested in helping the environment. Through making their companies and products greener as well as donating to things like reforestation projects. A few bloggggers who couldnt understand the concept of that turned the whole thing on it's ear because that's what happens on the internet/social media/blogosphere then and now. a few loud people who don't understand something misinform alot more people. Mazda was chosen not just for it's skyactiv push but also for it's work on bioplastics for interior and exterior parts rather than dino-oil based and was helping with an Amazon rainforest project. Some enviro nuts that couldnt get their head around the concept of a car company being green were the problem. I recall that a lot of Star Wars fans were pissed at The Last Jedi, while I thought it's fine since while I like Star Wars, I wouldn't call myself a dedicated fan. |
Do you folks remember the first movie to feature the then new RX8 ?
Any X-Men fans out there ? Yes and they had four adults in the car in its scene. |
hard to forget the worlds ugliest bodykit/wheels for the 8
http://carphotos.cardomain.com/ride_..._large.jpg?v=0 |
Sure do, great Australian actor (a real one) that can do anything, stage acts, musicals , sings.
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Originally Posted by ASH8
(Post 4857494)
Sure do, great Australian actor (a real one) that can do anything, stage acts, musicals , sings.
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Would not give up your day job as an 'ad guy'..
Been watching lots of live US TV and many of the car ads I see are specific to features on product.. Oh like GM, lady driver hits a Deer.. Subaru America, car stops before it rear ends a truck..safest car available (Mazda had this tech all in 2013) Funny how these brand sell more than Mazda in USA with their specific ads. Instead Mazda makes fluff ads that say nothing except motherhood statements about the brand... Driving Matters and "feel alive" what a load of BS. IF you are not selling the product (and what it has) you are not selling. |
Originally Posted by ASH8
(Post 4860595)
Would not give up your day job as an 'ad guy'..
Been watching lots of live US TV and many of the car ads I see are specific to features on product.. Oh like GM, lady driver hits a Deer.. Subaru America, car stops before it rear ends a truck..safest car available (Mazda had this tech all in 2013) Funny how these brand sell more than Mazda in USA with their specific ads. Instead Mazda makes fluff ads that say nothing except motherhood statements about the brand... Driving Matters and "feel alive" what a load of BS. IF you are not selling the product (and what it has) you are not selling. Brand advertising - which is what you’re complaining about - absolutely works for products where emotion is part of the purchase decision. And make no mistake, for many cars, emotion - not just logic - plays a role in purchase decisions, because most of us don’t choose a car based on facts alone. Most car makers have a broad, emotion-based brand campaign, and often additionally run feature-driven advertising as well. It’s why Nike said “Just do it” instead of talking about superior sneaker construction. |
they have some feedback metrics already
https://www.brandchannel.com/2018/05...nacchi-051018/ We have seen some positive results through interest and intent measures. Google search terms for Mazda overall were up 24% in April and unique visitors to our website up 30%, and when we get to leads (and) quote requests for vehicles, they were up 82%. |
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