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Article: New Mazda approach: emotions
- Article from:
- Chicago Sun-Times
- Article date:
- August 8, 1989
- Author:
CopyrightCopyright (null) Chicago Sun-Times. (Hide copyright information)
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Mazda is bringing a new expression to the lexicon of automobile
advertising. It's "kansei engineering" and it relates to the
"touchy-feely" reasons that people choose cars.
Mazda Motors of America, based in Irvine, Calif., already has a
hit on its hands this summer with the MX-5 Miata sports car, which
interested buyers are having trouble getting at any price. But in
preparation for the rest of its 1990 model introductions, Mazda is
turning to image advertising for the first time, pursuing a consumer
who cares about things other than how much cars cost.
The auto importer experienced a sales decline in 1987 and only
slightly improved in 1988. George McCabe, the company's group vice ...