Mazda to hike US marketing budget next year to support Mazda3 launch

Article by Anita Panait, on November 22, 2013

Mazda will increase its marketing budget for the United States in the next fiscal year beginning April 2014 to back the launch of the redesigned Mazda3, which it expects to spearhead its goal of achieving 400,000 sales in the country in 2016. According to Russell Wager, vice president of marketing at Mazda North America Operations, the mass-market stage of the Mazda3's advertising launch commences in January 2014 and will continue until June.

Wager said that funds were added to next year’s budget partly to ensure that Mazda3 will attract enough attention in the already crowded compact car segment to drive the brand's sales targets.

Mazda, likewise, spent a lot in the past year for advertising. The Japanese carmaker rolled out the redesigned Mazda6 in the summer and also placed ads for other models like the 2013 Mazda3 and the CX-5 compact crossover. Wager remarked that for Mazda to grow, they need to invest more in marketing.

According to Wager, the Mazda3 campaign will be the brand's largest this year, as it accounts for around 40 percent of its annual marketing spending in 2013. Mazda’s ad campaign for the Mazda3 will be graced by late martial arts master Bruce Lee and cellular phone inventor Martin Cooper as pitchmen of sorts in a continuation of the "Game Changer" campaign commenced in spring with the Mazda6 launch.

One spot will feature Lee who was known for his strength and speed despite having a short stature, conveying the lighter and stronger chassis of the Skyactiv technology portfolio that underpins the Mazda3.

Another spot will feature Cooper to emphasize the Mazda Connect infotainment and connectivity system debuting on the Mazda3. Mazda posted a 1-percent drop in sales in the first five months of the year, although the Mazda6 and CX-5 pushed Mazda to a 5-percent surge in US sales through October.

Topics: mazda, mazda3, marketing

If you liked the article, share on:

Pin It

Comments

Recommended

Reddit user Jdubbswrx spotted a rather deceptive move coming from the German automotive manufacturer Audi. He posted an image of the supposed exhaust of the new 2018 Audi SQ5 sporting...
by - March 29, 2017
McLaren car owners will be thanking the automotive company as it has decided to roll out new goodies for the 540C, 570S and 570GT sports car line-up. From this series...
by - March 29, 2017
On July 11, Audi is set to reveal its flagship luxury sedan, the all new A8. And at this moment, none of us are sure how this model will look....
by - March 29, 2017
The recent Porsche 911 is definitely considered one of the most elite sports car to grace the roads worldwide. The task of producing its successor is challenging enough for the...
by - March 29, 2017
British startup Zenos, which entered bankruptcy administration earlier this year is now back in business. The Norfolk-based sports car manufacturer was bought by a consortium of investors headed by AC...
by - March 29, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries