Mazda is challenged to convince potential customers not familiar with the brand to purchase the brand’s sport utility vehicle over its compact car. Mazda wants to tap into a potential customer’s imagination, appreciation for history, creativity and the courage of convictions. If a potential customer feels that any of these elements are irrelevant, the customer will ultimately choose one of Mazda’s competitors. Once the consumer is convinced, that Mazda is the appropriate brand, they must be able to determine the difference between the Mazda Cx5 and the Mazda 3. To view the crossroad of rhetoric and success is to review the sales data for both vehicles. Sales data speaks directly to the bottom line of moving vehicles, which is the sum
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The term SkyActiv Technology is the brand’s terminology which means the transmission and engine works harmoniously to gain better fuel efficiency and better power. Engineering’s mile marker is best in class fuel efficiency and engine torque which underscores the Mazda way. This suite of technologies termed SkyActiv in Mazda speak, means the sky is the limit. The finished product strikes a fine balance between power to weight ratio, balanced vehicle weight and the simplicity of all of it working together as one, both effortlessly and seamlessly beneath the vehicle’s design. The Mazda Cx5 is engineered to drive a certain way, the Mazda way. The sales numbers for the Mazda Cx5 are greater than the Mazda 3. The Cx5 design apparently resonate in the market place to lead results for the brand. This is not to say the Mazda 3 is not meaningful. In its own right visibly it stands as a stylish alternative to any economy car. By the aforementioned sales numbers the Mazda 3 is a close second in total sales, however, despite its value, the uptick in new buyer acceptance is just not there compared to the percent of change for the Mazda …show more content…
The Mazda brand wants the Mazda driving experience to be synonymous to the experience of having fun while driving. The brand believes experiencing Mazda’s driving characteristics will put a smile on a potential owner’s face to want to own a Mazda vehicle. Owning a Mazda will be a slice of happiness no matter the day, the reason and the journey to get there. This is the hope. If Mazda’s vehicles are framed as fun, customers who are not familiar with the brand will associate Mazda brand with the word fun ,look for fun, expect fun and experience fun driving a Mazda over and over again. What this does is prep the buying public to approaching Mazda product with a positive attitude. A positive attitude is the secret sauce to Mazda’s rhetoric to potential customers. This is indeed the imaginative aspect of the Mazda brand appealing to car buyers from all walks of life, good morale. Ultimately, if one’s driving experience puts them in a better frame of mind as far as the brand is concerned, the rhetoric and engineering of their vehicles have done their
The term SkyActiv Technology is the brand’s terminology which means the transmission and engine works harmoniously to gain better fuel efficiency and better power. Engineering’s mile marker is best in class fuel efficiency and engine torque which underscores the Mazda way. This suite of technologies termed SkyActiv in Mazda speak, means the sky is the limit. The finished product strikes a fine balance between power to weight ratio, balanced vehicle weight and the simplicity of all of it working together as one, both effortlessly and seamlessly beneath the vehicle’s design. The Mazda Cx5 is engineered to drive a certain way, the Mazda way. The sales numbers for the Mazda Cx5 are greater than the Mazda 3. The Cx5 design apparently resonate in the market place to lead results for the brand. This is not to say the Mazda 3 is not meaningful. In its own right visibly it stands as a stylish alternative to any economy car. By the aforementioned sales numbers the Mazda 3 is a close second in total sales, however, despite its value, the uptick in new buyer acceptance is just not there compared to the percent of change for the Mazda …show more content…
The Mazda brand wants the Mazda driving experience to be synonymous to the experience of having fun while driving. The brand believes experiencing Mazda’s driving characteristics will put a smile on a potential owner’s face to want to own a Mazda vehicle. Owning a Mazda will be a slice of happiness no matter the day, the reason and the journey to get there. This is the hope. If Mazda’s vehicles are framed as fun, customers who are not familiar with the brand will associate Mazda brand with the word fun ,look for fun, expect fun and experience fun driving a Mazda over and over again. What this does is prep the buying public to approaching Mazda product with a positive attitude. A positive attitude is the secret sauce to Mazda’s rhetoric to potential customers. This is indeed the imaginative aspect of the Mazda brand appealing to car buyers from all walks of life, good morale. Ultimately, if one’s driving experience puts them in a better frame of mind as far as the brand is concerned, the rhetoric and engineering of their vehicles have done their