77mjd

Nissan's not even on the list? WTF?

That 8 commercial still cracks me up even though I remember seeing it only a couple of times on tv.

alnielsen

iTrader: (4)

They need to play this commercial more than just once.

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Flashwing

I think the only lesson learned here is Mazda's attempts at marketing their brand image are rather poor. I don't watch a ton of TV but when I do I rarely see a Mazda advertisement. It's a niche market and one that seems to cater to a specific driver.

In some respects I think this is done on purpose. While obviously Mazda is in the market to make money which means volume of sales, I can't help but think there's a marketing strategy to keep their market smaller than ford, chevy or even perhaps Toyota. All three of those makers have a very diverse product line which doesn't lend itself to a specific set of traits. I don't see any similar elements between the Mustang and the F-150 for example.

Mazda, on the other hand, lends the same formula in all their cars which is sporty design and performance. While vehicles like the Mazda5, 3, and perhaps the CX series are more purpose built they all have "the soul of a sports car". Look at performance reviews for the early CX7 tests and you'll see it tended to handle the best out of all the cross over vehicles.

Being focused means dealing to a narrow market. However, the fact that Mazda doesn't promote themselves as such is odd.

CarAndDriver

Well advertising the company costs money and Mazda has a much more limited budget than Toyota or Honda. I bet that Toyota's advertising budget for the US is probably larger than Mazda's entire global budget.

Spin9k

I had never seen that. So cars DO really have a life of there own? Cool!

Bigbacon

iTrader: (4)

it could just be an economy thing because I swear I used to see lots of mazda ads on tv specially when they had the zoom zoom kid.

only ad I see now is some kinda of special lease deal pushing 6s

Spin9k

One telling thing I discovered - Mazda got ZERO NAIS coverage. I wanted to see what they had there... tried autoblog, tried motortrend, tried motorweek, then tried explicitly googling "Mazda NAIS 2010" or "Mazda 2010 Detroit Auto Show" - nothing, nada, zlich!

I went to the NAIS site just to check they went. There was a booth space allotted...heavens knows if they actually showed up... but if they did no one seemed inclined to even mention there existence there or anything they may have brough with them. But the web search showed nothing about them in any web articles - galleries - news - or anything else.

I think Mazda marketing has basically crawled in a hole and are cowering in fright from the intense competition that's developed in this post recession economy. Ever other manufacturer out there is happily prototyping cars, introing new models, concepts, sports cars, sedans, new brands, everything....while Mazda seems frozen like the proverbial deer in the headlights...and is invisible. Sad.

Rosko350z

Redesigned 2010 Mazda3
Redesigned 2009 Mazda6
The Mazda5 came out in 2006, but there is nothing else like it in the market.
The CX9 came out in 2007 and promptly won Car and Driver SUV of the year. It's not due for refresh for a couple more years.
The CX7 is also due for refresh in a couple of years, but not yet.
The Mazda2 is coming in 2011.
The MX-5 is updated on a regular basis.
The Mazdaspeed crew just completed the 2010 Mazdaspeed3. Give them time to work on something new.

I think you are referring to the RX8, which has kept going past its expiration date. However, don't lump the whole company in with this one car.

fyrstormer

I think there are two forces at work: 1, Mazda is still recovering from several decades of being able to market their cars by parking them in Ford dealerships; and 2, Mazda is letting their target demographic advertise their cars for them. As VW has learned (and boy do I know from experience), there is nothing worse than advertising your cars to a group of people who expect something totally different than what you're actually offering.

If Mazda were doing as badly as some of you seem to think they are, there wouldn't be one Volvo, one Acura, one Honda, and three Mazdas parked in front of my office every day -- or one Dodge, one VW, one Honda, and three Mazdas in my family. I also wouldn't drive past any number of Mazda 3's and 6's on my way to work every morning. Just because they don't stand on the street corner hawking their wares at passers-by, that doesn't mean they aren't a profitable business. Success does not equal continual growth (unless you're a tumor, anyway) -- success equals satisfied customers.

Spin9k

Not at all. We all know RX-8 marketing is both deaf and mute. How about the Mazda 2? Apparently they didn't even trumpet that even. Seems to have not been worthy of mentioning if it was not there in no online publication? That's surprising. Ford and it's Focus certainly wasn't MIA. Out of sight really is out-of-mind in this marketed world, but Mazda dosn't seem to notice that apparently.

fyrstormer

If out of sight were really out of mind, Morgan would've gone out of business years ago, but obviously they haven't. I think Mazda is just making sure they keep their customer base at a size that they can effectively manage the number of problems those customers have. Given how important ongoing maintenance is to having a properly-functioning automobile, it's perhaps more important to make sure that your customers get competent service over the life of the car than it is to sell as many cars as possible. You might be able to ramp up production quickly and sell lots of cars, thus making lots of money in a short time, but without giving any regard to being able to provide good service for those cars, your business model will end up being a flash in the pan that will leave lots of people unemployed when your one-time customers go elsewhere for their next cars.

Also, it's pretty obvious from the dimensions of the Mazda 2 that it's primarily targeted at the European market, and the Mazda 5's styling as a micro-minivan is also very similar to other companies' offerings in Europe. If Mazda really is neglecting the US market and not just keeping a low profile, I think it's because they're targeting the European market, not because they're all just slacking off.

Spin9k

Morgan? What's a Morgan...? I thought they were a defunct 50s car called that from England...? ..but wait I'll google that...OMG they still sell retro English cars...wonders never cease to amaze ...who would buy them???? ..looks like a Crossfire on steriods so to the original point...but I digress...

fyrstormer

Your juvenile attitude is charming, in a way. It doesn't matter if you know who Morgan is or not, because you're not in their target demographic. People who are in the market for a Morgan know who Morgan is, and that's why Morgan is still in business -- because they know who their customers are and their customers know who they are, and their customers continue to buy products from them. It would do them no good to put up billboards on every freeway in every town, because that's not how new customers find out about them.

Likewise, since Mazda is still turning a profit and still has loyal customers, their marketing strategy is clearly working too, however much you may disagree with it from the comfort of your task chair.

77mjd

We know they don't advertise the 8 at all, but at this point does it matter? I don't think any amount of advertising would sell this car in today's environment. The economy is in the crapper with few signs of getting better anytime soon and gas is expensive. This car seemed to have a perception problem from the get go and while some things are just that...perception...some are not...such as the relatively low power and abysmal gas mileage which are things that you could get by with in 2004, but probably not in today's environment.

The point is... why spend advertising dollars on a car that there is more or less no market for anymore? Should they have advertised it more the first couple of years it was out...yes. But now...pretty much pointless.

MICHGoBlue

Why do Pepsi and Budweiser buy Superbowl Commercial spots? Because people don't know those two brands?

It's to stay in the consciousness of the general public.

Sales will come with name recognition.

Spin9k

Now you're just trying to flatter me lol! I guess the fact we're on different sides of the puddle makes up for some of the differing opinions. In Europe (where the average cars are far more sensibly sized, if also more expensive) the 2, 3 and 5 are mainstream I would imagine. Here the 3 is seen as an econobox, the 5 an oddball uVan, and the 2 who knows how it will be accepted. And all Mazdas big and small are not big players regardless in the North American market.

Niche players have the same burdens where ever they are marketed. I'm not sure Mazda is a niche player, but it is not as widely known and sold as Toyota, Honda, Ford, etc. and that presents its own opportunites and problems. Over here, it just seems Mazda (whos customer service is spotty already here), doesn't seem to be doing enough to market themselves to get themselves out of this economic slump as are most other manufacturers. Whatever, that's their call. Like you say, perhaps they're spending their wad over in Europe.

terrypk1

you must not be serious.
MAZDA 3...jesus..Mazda 3 is the top 10 car of the year by car and driver's.
Mazda 3 is a highly successful vehicle and is much well received by the critics.

AND ALSO MX5 miata...i mean. The best affordable sport coupe. Are you out of your mind.

CarAndDriver

^ It is average buyer perception, not car enthusiast or car journalist perception. The average buyer doesn't read C&D or know what enthusiasts love. The average buyer knows that Honda and Toyota = pleasant to drive, reliability, safe and keep their value.

HiFlite999

iTrader: (2)

This ignores the "car expert of the office" effect. In my 330 employee institution, I'd guess at least 1/3 of the vehicles purchased are done so based on the expertise of the half dozen or so certified gearheads working here.

I went to the Detroit show yesterday. Mazda at least showed up, where Nissan didn't bother. (This had an effect just this morning in a conversation with a co-worker looking for a 2-door coupe. I was impressed with the CTS coupe which will come out this summer. The G37 wasn't there to impress me one way or the other. The 2 dr Accord also came into the conversation as I told him it looks better in person than in the pictures. He didn't know there was a 2dr Accord. As a result, he'll likely be checking out Honda and Cadillac where he wouldn't have before this conversation.) The RX-8 R3 was on an outside corner of the display, hence quite visible. I was surprised at how many people were checking it out, and ended up chatting about the 8 so long that people started asking me about the other cars, thinking I was working the booth. The RX-8 race car in the back had a nice display area, but no signs saying anything about it. I appreciated the opportunity to sit in the R3 since my local dealer treats the 8 as a special-order item and carries none in stock. Those extreme side bolsters would drive me crazy inside of 50 miles - and I'm not a big man.

PaPaBear

My family has purchased Mazda's for many from 929, 626 and Tribute. All were great cars and reliable. My first 8 was a 2004 and even though there were problems the local Mzda dealer took very good care of me. The 3 has been consistantly ranked first in it's class, the new 6 is a beautiful sedan.

ac3mastuh

iTrader: (1)

how can kia outdo mazda in that survey? that is just mind blowing

MICHGoBlue

The Fanboism is strong with this thread.

zoom44

Mazda 2 was introduced at the LA Autoshow and was the darling of the show. Huge press/big push etc.

Mazda focused on the LA show the last 2 years and has used the New York show more as well (CX-9 debut). Detroit has become very expensive and the smaller companies are finding they get more focused attention art LA.

Plus its cheaper for them to put on the LA display since its so close.

NAIAS is just going thru a slump where its NOT the most important show anymore. Its lost some clout/glitter

CarAndDriver

Agree with the above. The Detroit Auto Show has definitely been on the downhill slide with the struggling American automakers, struggling Detroit and a bad convention facility. LA, Chicago and NY have become quite popular with new car debuts.

And to go back to the topic of the thread, there is a theme of indignation. Mazda is a niche car maker that has never been big in the US and the bread and butter Americans drive compacts, family sedans and SUVs/crossovers. Mazda up until the 2000's hasn't really had any compelling products in the family sedan or SUV category. These are the heart of Toyota and Honda domination. Changing perception doesn't happen overnight especially in the automotive industry. Look how long it took Audi to recover from the 60 Minutes Audi 5000 debacle.

SiLVeRE8

iTrader: (8)

I see the mazda 3's, 6's, and miatas everywhere... how can mazda be doing this bad... I call BS