The Mazda2 model that the Japanese carmaker is launching this week is expected to do well in a segment, which appeals to a generation of what Mazda likes to call "young, digital natives."
To reach out to its target market, Mazda will make use of the Internet. The launch of this model will coincide with the release of a branded social game on Facebook called DriverVille.
DriverVille is focused on Mazda's Zoom-Zoom Concentrated theme and allows fans to enter a game that makes them learn about and compete with the Mazda2 against friends. US and Canadian customers may play the game. In a statement, Don Romano, Mazda Canada president said that the Mazda2 is Zoom-Zoom in its most concentrated form.
He describes DriverVille as a venue where "Your Inner Driver can learn about the MAZDA2 and connect with other inner drivers in the social space."
The Mazda2 will also be promoted through cinema/TV, online lifestyle/engagement sites, print, customer relationship marketing and a music tour. Priced from $13,980, excluding destination charge, the model will be offered in two versions -- Mazda2 Sport and Touring.
Both feature a 1.5l four-cylinder engine (100hp) and are offered with a five-speed manual gearbox (Sport version with four-speed automatic transmission for $14,780). The Touring with the same engine and a five-speed manual is priced at $15,435, but with the four-speed automatic transmission, it sells for $16,235.