Background
Tribute SUV
Mazda sold cars for more then three decades.
-High marks for: styling, performance, reliability, value.
From 1994 to 1997 sales declined 33%
1997 Mazda awarded its business to the Doner advertizing agency.
-Brand promise "Get In. Be Moved" by what our cars have to offer.
In 1998 sales increased 33% and 12% in 1999
Strong Tribute SUV, Protege, Mazda6 sales in 2001-2003 featuring the "Zoom-Zoom"
MAZDA6 - most important launches in Mazda's history
In 2003 Mazda introduced the new RX-8
Question remains is "Zoom-Zoom" the image that would best serve the company in the highly competitive market.