Mazda set to push Japanese heritage

by Alex Brownsell, Marketing 23-Sep-08, 14:00

LONDON - Motor manufacturer Mazda is to reposition in the UK to emphasise its Japanese origins.

The marque's current pan-European advertising promotes the release of its latest model, but in future it will aim to exploit the failure of its rivals, including Toyota, Honda and Nissan, to actively market their links with Japan.

With a TV campaign planned for January 2009, the repositioning will begin with point-of-sale material at dealership level, to be introduced over the remainder of the year.

Mazda recently launched a consumer booklet, The A to Z of Mazda, to highlight its history.