Mazda’s brand image is being reworked to still have Mazda's fun-to-drive image but be more upscale. This summer, Mazda has been busy switching ad agencies and revamping its US marketing staff. Don Romano, who became marketing boss at Mazda North American Operations last March, said that the brand doesn’t have the strength to support the rollout of Mazda's Sky direct-injection engines next year or its future design language.
Last August, the new styling was featured in the Shinari Concept introduced in Milan, Italy. Romano said that the Shinari, the low-slung, four-door concept car, gives a glimpse of what Mazda is “thinking as a brand.” Romano also said that this car is designed to embody kodo, which
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