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Article: Mazda marketer's challenge: Tout many more models on a quite-tight budget.(News)(Mazda Motor Corp.)
- Article from:
- Automotive News
- Article date:
- December 25, 2006
- Author:
CopyrightCOPYRIGHT 2006 Crain Communications, Inc. 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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Byline: Mark Rechtin
Mazda blew it big time 15 years ago when it tried to cram its dealerships full of flashy new models without the marketing muscle to back them up. The brand has been paying the price ever since.
So is Mazda on the brink of repeating that mistake in 2007?
Not if David Klan can help it. The new director of marketing operations for Mazda Motor Corp.'s North American sales arm faces a tough challenge in 2007. But Klan says he is not worried about Mazda losing its zoom-zoom mojo.
Mazda is expanding its lineup to nine nameplates in 16 body styles, up from seven nameplates and 10 body styles in 2005. And while it's known ...