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.