Mazda Lineup Growing, Advertising Not Catching Up
We just finished reading AutoWeek’s story on Mazda’s expanding lineup — moving from seven nameplates to nine in two years and adding six more bodystyles in the same timeframe — and we’re a bit dismayed that the company isn’t planning on expanding ad buying in the same proportions.
Here’s where we dissect some of the industry speak for you. Mazda’s new director of marketing David Klan isn’t planning on highlighting the new CX-7 and CX-9 crossovers over the rest of the lineup despite their positive reviews and brisk sales of the CX-7. He went the understated route, saying “the crossovers are a natural extension of the brand.” Sounds like a politician or losing quarterback who can only say one thing, no matter what the topic is.
The point is the CX-7 and CX-9 are probably the most important vehicles to hit Mazda’s lineup since the Mazda6.
Some knew to go to Mazda for sportier versions of the economy sedan — Mazda 3 — or an open top roadster value — the MX-5 Miata — but families with kids most likely aren’t considering Mazda. The new CX-9 is tailor made for SUV, minivan and crossover shoppers looking for something different and they’ll probably never stop at a Mazda dealership if they don’t see some commercials.
AutoWeek points out the similarities to the company’s previous expansion in the 1980s and 1990s but doesn’t point out that those cars had more quality problems than these recent models, which didn’t help matters. Mazda’s attachment to the Zoom-Zoom tagline and its middle of the road commercials will probably maintain the status quo. We just wish Mazda tried something a little different, at least as different as its products.
[Major Mazda Expanding Model Range, Not Ad Budget, AutoWeek]
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There is a reason for the lack of ad funds- Ford doesn't want Mazda to step on the toes of the Ford or Volvo brands. The CX-7, CX-9, and Mazda 6 families of vehicles are stand outs in a crowded field of entries from most other auto companies. The 6 wagon is a terrific value when compared to a V70, but there is more profit in a Volvo, so less is spent to promote the Mazda. The CX crossovers would eat up an Edge, Freestyle, or even an XC90 when looks/luxury vs. cost are considered, but only refined shoppers know the CX's exist against the onslaught of Edge commercials. Ford wants Mazda to remain a second rate Japanese brand in the US, otherwise they would spend more money to raise the brand higher in the marketplace.
I highly doubt any company...even one as slow to adapt as Ford, would fail to promote products for fear of them cannibalizing other Brand sales. Why even bother spending millions on research and development to come out with the car if your not going to promote it becuase it competes against other cars that Ford currently sells. If that were the case...Ford wouldn't spend a penny on Mercury as they are only rebadged Fords with some chrome accents and offer dual colored leather seats. Atleast with Mazda they have a unique shape to their cars and are considerably "cooler" and sportier to drive. What is to blame here is bad management.
Plus Ford only owns 33% of Mazda I doubt they'd control that much at that level. The more money Mazda makes the more money ford makes. Mazda would be stealing from the other Japanese brands not Ford etc etc.
"We’re a bit dismayed that the company isn’t planning on expanding ad buying in the same proportions."
This is an extraordinary statement to be made by a supposedly impartial web site. You might be suprised by it, but "dismay" indicates you have some vested interest in the success of Mazda's vehicles and will be negatively affected if more are not sold - an interest which is not otherwise disclosed.
So, what is cars.com's interest in increased Mazda sales?
Graham.
Graham,
this post was more of an editorial. This is the blog not the main research side of Cars.com. That said there are certainly automakers out there with products we like, such as Mazda and are surprised they don't get more attention. Mazda is also one of those companies that is storied as an underachiever. That was the tone of the story. We have no interest in increased Mazda sales outside of the fact that an increase in auto sales generally is good for us.