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Article: Mazda lures drivers into the rotary club: Mazda sports cars have a history of leading the company to success. Now, after the iconic RX-7 and the brand-saving MX-5, Mazda hopes the RX-8 will cement its position as Ford's performance marque.(News Analysis)
- Article from:
- Marketing Week
- Article date:
- September 4, 2003
- Author:
CopyrightCOPYRIGHT 2003 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Mazda has managed to perform a near-perfect handbrake turn. Having been close to collapse in the UK two years ago, the company has stabilised its sales and is about to launch a new flagship in the shape of the unusual RX-8 sports car.
The company is ploughing 3m [pounds sterling] into marketing the RX 8 in the UK, the lion's share of which will be spent on a television campaign. However, observers are questioning the direction of the advertising, which will be driven by Communist-bloc "revolutionary" imagery.
The RX-8, which will retail at 22,000 [pounds sterling] (or 20,000 [pounds sterling] for the lower-powered version), has two features that set it ...