Around the Net

Mazda Signals Move Into Upscale, But Not Premium, Lane

Don Romano, who took over in March as marketing boss of Mazda North American Operations, tells Ryan Beene that the look and feel of the brand's marketing will be more upscale but that it is not trying to move into premium-car territory. Exactly how won't be clear until the first ads from new agency, WPP Group of London, break next march.

""We want to move the brand into a position that is differentiated more than it is today in the eyes of our customers -- not so mainstream as compared to every Tom, Dick and Harry company out there that makes a car," Romano says.

One thing's for sure: The "zoom-zoom" slogan will live on, Beene reports.

Read the whole story at Automotive News »

Next story loading loading..