Mazda’s is offering consumers reasons to get back behind the wheel while continuing to cope with the effects of the COVID-19 pandemic.
A new national spot from Garage Team Mazda is themed “Rediscover the Road” and highlights the CUV family, which has more Insurance Institute for Highway Safety top safety pick models than any other car maker (as of June 2020).
As part of the campaign, which runs through September, Mazda continues to offer 0% APR for up to 60 months and no payments for 90 days -- deals irst introduced in April during the early days of the pandemic.
The media plan includes broadcast and digital such as Hulu and Nat Geo. Social includes Pinterest, Facebook, Instagram and Twitter.
The spot is aimed at helping people find moments of joy in this new normal, by inspiring them to get back out on the road, says Brad Audet, interim CMO of Mazda North American Operations.
“COVID-19 has fundamentally changed the way people behave and interact, but many are eager to keep connected to the world around them,” Audet tells Marketing Daily. “We want to help them experience these special moments, enabled by the safety and performance of our vehicles. We’re focused on recovery and supporting our business, our dealers, our customers and the local communities where we do business.”
Superior driving dynamics and refined design are two key pillars of Mazda’s current generation of vehicles, he says.
“Our cars are engineered to enable people to truly engage in their surroundings, while still in the comfort and safety of their vehicle,” says Audet, who is also general manager of Mazda AOR Garage Team Mazda and is leading the marketing team while a search for a permanent candidate is conducted. “Our recent sales performance indicates this approach is resonating in the marketplace.”