RX-8 Marketing
 

Not that affects my enjoyment of my RX-8, but I am really disappointed with Mazda USA's marketing effort supporting the RX-8.

Given the style, substance, press accolades, veratility and price/value of the RX-8, the car should be a runaway sales success and one of the easiest products to successfully market in years.

The marketing communications are so underwhelming and don't remotely convey the strength of this fantastic automobile.

Just my 2 cents...

Can't say I'm impressed with the marketing effort behind the new 3 either.

Yup, Mazda does a pooooooor job of marketing what are great cars. I have YET to see an RX-8 add, at ALL, but it seems that every damn month is "Ford Truck Month" now. :(

Come ON Mazda, you need to spend more money on advertising if you want these cars to sell!!!

I see a lot of print ads, often on the back covers of magazines - prime spots. However, the models are never with the appearance package. I think when advertising the car they should be showing a loaded one - most companies do.

They should hire an experienced Marketing Director :)

I think Mazda is doing a great job marketing. The car's appearance in X-Men is already a huge marketing point. Not only that, but the RX-8 Transformer is a sign that it is clearly targeting people in their mid-20's. It's true that they could use some more TV and theatre spots for the 8 though, but I've seen a number of advertisements in magazines and billboards. And wasn't it on the cover of an XBOX video game? And those events they held at Laguna Seca and Vegas were probably a good way to attract attention. I'm actually quite impressed with Mazda's efforts over a lot of other car companies'...

Mazda's marketing of the RX-8 is great compared to what Volkswagen does especially for the Passat W8. It consisted of ONE commercial...period. and it was about a father racing his young son who is on a bike down the street.

Well to make a long story short, due to this marketing "glitch" sales were 30 percent of what they were expecting (about 2000 cars sold out of 5000 expected). The have now decided to stop production 8 months early because of "lagging" sales. They were going to continue production into the end of 2004 until the introduction of the "B6" platform and discontinue the engine then but decided to just let the car fade into the sunset.

By the way the new 2005 Passat will be switching to a east-west engine layout and the W8 won't fit so that is why the stopped production.

Bad marketing killed what was a really great engine. But I am glad I got rid of mine because of the gobbs of problems I had mainly dealing with crappy service for the dealership. 14 times in the shop, 30 job orders, 60 days out of service in 13 months = Lemon law repurchase! Thank god!



:eek:

I too would like to see more of the RX-8, especially on TV. I think Mazda's introduction of the 3 is what stole the limelight from the 8 this winter, hopefully just temporarily.

Guys, I hate to tell you this but limited is better

Do you honestly want every damn kid out there to have an rx8 ? Come on , lets be real.. you want your car to be as exotic as it can be

You want people to ask, what is that? Who makes that? Wow that a nice car etc..

Look at the Z's, theres so much of them . theres no excitement to it. Its the same thing over and over..

Im happy that Mazda isnt running commercials left and right, and frankly I think they doing it for a good reason. True fans and Rx8 owners will always praise the car with or without primetime advertising..

its not liek yo usee many Z, Vettes, S2000 etc.. commercials anyhow.. thats the way it should be

Z

How many TV adds do you see for Ferrarris, or Lamborghinis?

You drive a unique, niche market car guys. Be proud!

I think they're doing a great job with the 3. It's selling like hotcakes. I can't believe how many of those things I've seen on the road already.

The car sells itself. No commercial can really do justice for this car because it is so different. You really have to see it in person and just drive it to get the idea that you want it. When people go into the dealership to look at that 3, there is almost no way they can pass up a quick glance at the 8.

Then again, I agree that I really don't want to see them everywhere on the road. I like the fact that it's not a common car.

Ajax

I would like to see more marketing - more sales means that the Rx8 will be marketed and supported here for many years to come. Also more versions of the Rx8 including Turbo / Convertible if it sells well.

John

i agree with mrm and rx8z. i rarely see commercials for performance oriented cars. whens the last time you saw a commercial for a z, m3, crossfire, tt, corvette, s2000, nxs, etc? most of the people who buy these cars are enthusiasts. they know when the car is coming out before the car company does. that why advertising is useless. the kind of cars that need advertising are sedans and suvs and mini vans because the people buying them dont know shit about cars so its up to the car company to tell them.

True , the car gets great exposure in movies, videos, etc...

My point is the Messaging fails to capture in a compelling way all the great things thiws product delivers.

And it does matter -- RX-8 residual values are deeply affected by consumers' impressions of the car.

Umm just letting you know Residual Values are determined by many factors such as production figures, recalls, percentage of cars sold to cars made, profit, losses, company overall, etc..

but not Consumers impressions.

As you know, cars in general are the worst investments of all but why do so many sport cars hold such high value after years, is because mainly of limited production , exclusivity, and being termed exotic.

ie. Why was Rx7 and Supras resale value higher than 300zx? Plain and simple, limited production. which explains why the years that they stated end of production, those cars values jumped higher, has nothing to do with consumers views, becasue face it.. all those cars were geatly loved and have a huge fan support.

I think the more important issue is "How is the Mazda brand being presented?"
The Mazda brand image has jumped forwards in leaps and bounds since the Mazda6 - because of brand marketing, but also because of the product. The best marketing is marketing you don't notice! And that is backed up by reliable, exciting products. But Mazda didn't tell us they were reliable, exciting products, the press, our friends, the movies etc. did. Very good marketing if you ask me!

I actually saw the car for the first time in a commercial that ran during NFL games, the one where it hugs its owner in the garage with the suicide doors. I test drove it the next weekend, and immediatly made my decision.

I, too, agree that it is cool that I do not see one at every traffic light. Enjoy the uniqueness and more so, enjoy the compliments. They keep coming.

I agree with RX8Z and jonnyb to the fullest.... It's MY belief that REAL car enthusiasts will search, look, even HUNT for a car THEY want. I for one am somewhat glad in the RX-8 not selling as much as they did. (as long as they still produce them lol) I rather NOT see this car become a jap crapped out honda. I'm not downing them...much but I see a honda and just hope the RX8 doesn't become another car for the punkass workin fast food thinkin the car is a badass racer.

Sorry about that but it's how I feel. Not downing anyone for working a crap job for sh!t pay, I've been there and I'm sure a few others here have as well.

No offense to the japanese parts either, I know they have many many very good idea/mods for cars. I'm talking about the coffee can exhaust from like NAPA or WALMART for like 99.99.

I have respect for sports cars, and if I want a new exhaust, muffler or whatever I am willing to pay for equally good materials... not save a few bucks and want to look cool.

Buying bargain brand stuff for a car like this is dissrespectfull to the car in MY opinion...

FEEL FREE TO FLAME ME :)

I've seen several RX-8 ads on both ESPN and Speed Channel. Lately I've mostly seen the add with the comparison with the 8 to the pro formula mazda.

There is plenty of advertising that is getting to Mazda's target market: driving enthusiasts. "I've seen commercials on Speedvision.. gee I wonder where all the commercials are on ABC primetime?" Gee, well family SUVs get airtime on ABC, 'cause thats the target audience! Think about who and where Mazda is targeting. They pull a big show at an event because they know enthusiasts will be there, plus its cheaper.

I see RX-8 ads on TV and in magazines all the time. I guess you never watched Sunday night football on ESPN? They had ads all over the place on there. They've had an ESPN and a Road and Track RX-8 give-away, the Rev-it-up, Fear Factor. On and on.

If you say they're not marketing the car, you're not paying attention. And I'm sure it's a big reason why the 8 is outselling the Z month for month.

Hi Everyone,

As a marketing manager, this is my 2 cents ...

When advertising to the masses, you have to be realistic. 90% of new car buyers are looking for Protege5, Mazda3, Mazda6 type cars. When advertising, you have to appeal to the masses ... and the masses want family type pratical cars ...

Mazda probably makes nearly the same profit on Mazda3's as they do on RX8's ... they just need a high end car to fill that niche...

It's like someone else mentioned ... people in the market for a higher end sports coupe will know about the RX8 ... the family sedan type market is much more crowded; therefore, a more aggresive advertising strategy is required ...

My two cents ...

Jeremy

I agree with jimsabo21. I own a small marketing firm and know a bit about the subject. I see RX8 ads on TV all of the time. However I mostly watch racing and other automotive shows. Plus Mazda is involved with all kinds of drivers events and does magazine advertising. All of these avenues are directly targeting the audience for this car. Enthusiasts.

It is better to reach 50 enthusiasts than 5000 non-enthusiasts.

i am still waiting to see a tv add with the 8 making afigure 8 in the desert thru a whirlwind ala the old rx7 adds.

edit: and i am still waiting to see this advertisment, which i proposed some time ago:

they need to steal the energizer rabbit idea!put the car on a track and run it for like 24- 48hrs non-stop except for driver changes and fueling. then have the zoom zoom kid standing on the side of the track yelling "it keeps going and going and going!!!!" every time the car goes by. they could even have the car run that damn bunny over "nothing outlasts the renesis"

oh and that is from this thread started by RICH way back in sept. '02