The present strategy in the U.S. is "zoom zoom," or punchy engines and sharp handling. "We're looking at a very targeted audience; somebody who wants more emotion in the things they drive, in styling, in being different. Someone who wants a car that interacts with them and interacts with the road," says Robert Davis, a senior vice president at Mazda. To me, this sounds like the profile of a BMW customer--but at a much lower price point.
The problem for Mazda is expanding its customer base: Are there enough Americans who really want "zoom zoom?" A number of factors have hampered this goal. For one, its dealer force was one of the weakest in the business. A few years ago, only 20% of Mazda dealers were exclusive, which means the other 80% shared their show rooms and loyalty with other brands. With Honda, 82% of the dealers are exclusive. Mazda is improving on this count; 43% of the company's 709 current dealers are exclusive, and the goal is for 50% by the end of next year.
We'd love to hear your opinions of why they don't sell better...
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