BI spotlights Mazda and their new engine technology that will drive them to the future. John Abel , Marketing Director for Mazda North American Operations shares insight about the new 2013 CX-5 model and the integration of their SKYACTIV® Technology.
2013 Mazda CX-5
The CX-5 is the first to feature the new KODO – Soul of Motion Design that was first shown in the Shinari concept vehicle. The KODO designed is inspired by the stance of a cheetah and the moment before it pounces. The crossover is also the first model to include Mazda’s SKYACTIV® Technology which helps with fuel economy, fuel emissions, and driving performance.
According to the Mazda site, the CX-5 achieves 35 mpg- the best highway mpg of any SUV, including hybrids. Since the vehicle’s release, it has received several awards including being named the 2012 crossover of the year by Autobytel and a 2012 Top Safety Pick by IIHS.
SKYACTIV® Technology
Mazda’s SKYACTIV® technology’s goal is to create a balance with fuel economy and driving experience. According to Abel, SKYACTIV® is rather a philosophy than new technology to help re-imagine the concept of the car. The SKYACTIV®-G 2.0-liter engine produces 10% to 15% more low/mid-range torque, along with 15% lower fuel consumption and emissions than Mazda’s previous 2.0-liter engine. The SKYACTIV®- Drive six-speed automatic transmission helps the vehicle shift smoothly for steady acceleration and quickly for the connected feel of a manual transmission. The power train is protected by the SKYACTIV®- Body and Chassis, which through their engineering and materials, the vehicle is able to improve body rigidity by 30% (for better handling) and shed 220 pounds, all while improving crash safety performance.
Marketing for Mazda
As Abel mentions in our interview, Mazda is looking to targeting young, active, and social buyers. Instead of just targeting demographics, they are utilizing psycho-graphics to determine their marketing strategy.
To promote the CX-5, Mazda teamed up with Universal Pictures for the release of the movie, Dr. Seuss’ The Lorax, and launched a commercial spot promoting the movie and Mazda’s SKYACTIV Technology. The marketing partnership was also used in the National Education Association’s “Read Across America tour.
According to Automotive News, marketing spending for Mazda will increase by 25 percent this year. The CX-5 is being used as a way to retain Mazda3 owners who previously would have left the franchise because the Mazda6 was not a right fit. The spending increase can be attributed to Mazda’s three main region markets, the US, Japan, and Europe, that has a realistic chance of volume growth.
The Mazda CX-5 was released in April.
We want to hear from you! What feature of the CX-5 has impressed you the most? If you own one what do you like from it?
Through the Eyes of a Marketer 