Yesterday, Steph Willems asked in hisÂ Question of the Day what BMW should do withÂ MiniÂ and itsÂ lineup of identical-but-different vehicles almost nobody is buying. Since it seems like you’re quite eager to give brand strategy advice, let’s do it again today.
I want you to tell me what you’d do with Mazda, because itsÂ current PR line isn’t sitting well with me.
The PR I’m referring toÂ is from the article Tim Cain wrote on Monday, where the CEO of Mazda North America outlined consumer loyalty, market share and brand advancement desires for theÂ company.
If you haven’t read it already, click the link above so you’re informed for the rest of our discussion and we can engage in the sort ofÂ thought-provoking, worldly dialogue I desireÂ every single day.Â (Oh, and Tim gets clicks.)
Masahiro Moro’s points can be brokenÂ down into the following:
- Mazda owner loyalty is low (39 percent vs. industry average 53 percent), and needs to increase
- 2-percent market share is the goal, up from a current 1.7 percent
- The 2-percent share will beÂ obtained thoughÂ quality customers, not incentives and discounts
- Higher prices for existing products (via upscale trim levels)
- Mazda Premium strategy, image establishment
- Mazda does not compete in over 40 percent of the market segments in America
Now, it’s fine to say you want more of the pie,Â and havingÂ high-quality pie â€” the kind grandma makes â€” is the best kind of pie. But making those kinds of pies requiresÂ love, care, and many ingredients. You can’t make theÂ pie taste better by putting it on a more expensive plate; substance is required.
To get theÂ bullets aboveÂ pointed in directions Mazda desires, I think it still needs to make a few changes, and they’re substantive.
- Address the NVH (noise, vibration, and harshness) issues present in all Mazda models across the range
- Improve dealer coverage throughout the nation, because you can’t buy from a dealer thatÂ doesn’t exist
- A premium image requires a V6 option, even if you borrowÂ it from another company, like Toyota
- Offer diesel options across the range toÂ supportÂ diesel enthusiasts
- Address that 40-percent segmentÂ deficiency with new models, and a modular architecture (like VW)
- Dump the “Driving Matters” preachy tagline, because the 375 people who care about that are already buying Mazda anyway
Certainly, I’m missing some points, and no doubt you’ll tell me I’m wrong on some of them. But MazdaÂ needs toÂ get the ball rolling here.
So tell me, what would you do with Mazda at your command?[Image: Mazda]