Mazda advertising & marketing assignments

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Selected Mazda advertising

Mazda is Japan's #4 automaker, though less than a third the size by volumes of 3rd ranked Nissan. Global registrations for 2020 were 1.14m vehicles, putting Mazda just inside the Top 20 brands. It is best known in the West for its sporty coupes, although it also makes a broad range of other models, especially for the domestic market. Its top seller worldwide is the CX-5 crossover SUV, accounting for a third of volumes. The company has a broad geographic profile, with the US and China as its two biggest markets with sales of 295k and 228k respectively in 2020. In fact, Mazda now generates more than 85% of its revenues outside Japan, making it, in that sense at least, one of the country's most international carmakers. During the 1990s and early 2000s the company became increasingly intertwined with US giant Ford. The American car maker took effective control of its Japanese partner in 1996, and assisted in a complete restructuring of the business in 2000 in order to counter several years of slow and steady decline, especially in Japan. The overhaul paid off, resulting in a resurgence in growth, not least internationally, supported by its appealing "Zoom Zoom" marketing message. However, Ford slashed its shareholding in 2008, as it wrestled with problems of its own resulting from the global slowdown in automobile sales, and ties between the two companies gradually loosened over the next four years. At the same time, Mazda struggled with its own serious challenges, resulting in four straight annual losses from 2009 to 2012. Performance has gradually improved since 2013. Yet the company has also decided to secure its future by agreeing a development partnership with local giant Toyota, which acquired a 5% stake in Mazda in 2017. The two companies operate two joint venture manufacturing facilities in North America. Operations in China are a joint venture with two local carmakers, FAW and Changan. Group revenues for the year to Mar 2019 were approx $32.3bn (Y3,564bn), but fell back in each of the following two years. For Covid-impacted ye 2021 the figure was around $27.0bn (Y2,882bn - the lowest result since 2014) with a net loss of approx $300m. Akira Marumoto is CEO.

Capsule checked 22nd September 2021

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