The MAZDA6
Perhaps the most critical new product introduction from Mazda in more than a decade was the launch of
the 2003 MAZDA6, the long awaited successor to the 626 family sedan. Mazda’s marketing vice
president referred to the introduction of the MAZDA6 as “one of the most important launches in Mazda’s
history” since it competes in the mid-size sedan segment of automobile market where most cars sell for
$20,000 to $25,000. This is the most important segment of the market, because of its sales volume and
the halo effect that results from having a successful brand in this segment. Mazda’s target customer in
this segment is a mid-30s car enthusiast, although not to the extreme, who lives an active lifestyle.
The advertising strategy for the MAZDA6 departed from the approach used for the Protegé, as it
involved what the company describes as a “more mature” effort that is designed to position the car as a
refined, sporty alternative to the Toyota Camry, Nissan Altima, and Honda Accord. While the ads still use
the “Zoom-Zoom” line, the campaign features a more confident and less playful feel than that used with
the Protegé. The commercials are designed to reflect a more “grown-up” approach, with the young boy
that appeared in the Protegé ads removed but still delivering the “Zoom-Zoom” phrase in the voiceover.
The ads also use more action shots of the car and its workings. Introductory TV spots and print ads
focused on attributes such as styling, performance and handling with each calling out mechanical features
like zero-loss brake boosters, double-cone synchronizers and/or the car’s double wishbone suspension. A
number of the prints ads for the MAZDA6 are also provided at the end of the case.
The promotional strategy for the MAZDA6 utilized a heavily integrated communications
program. Print advertising accounted for 12 percent of the overall budget with ads being run in
“enthusiast” magazines as well as in lifestyle magazines and newspapers. The broadcast media schedule
was heavily weighted to college and pro football and included a marketing deal between Mazda and
ESPN. This deal includes advertising of the MAZDA6 through ESPN’s various media including print
(ESPN Magazine), TV, radio and the Internet as well as in ESPN Zone restaurants. It also integrates the
MAZDA6 into various promotions such as ESPN’s “Pigskin Pick’Em” game and “Exhilarating
Moments” along with nationwide exposure through the ESPN Truck. The IMC program for the
MAZDA6 also includes an extensive publicity/public relations campaign, direct mail, and the use of
interactive media such as online advertising, CD-ROMs, and a mini-web site on www.MazdaUSA.com.
The MAZDA6 also received strong media acclaim including being named one of Car & Driver’s 10 Best
Cars for 2003.