How Mazda found its automotive-marketing niche

This event report outlines how Mazda, the automaker, has rebuilt its brand for the digital age.

How Mazda found its automotive-marketing niche

Geoffrey PrecourtWarc

In 2008, the floor fell out from the US economy. The automotive industry, in particular, was hit hard. In just a year, new-car sales dropped more than 30%, from 16 million units to 11 million. And the average age of a car on the American roads rose to 11 years, a new high.

For Mazda's North American Operations, the decline was just as powerful as it was throughout the industry. But it wasn't as crippling as it might have been for one of the legendary Big Three automakers, or one of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands