By Noah Patterson
An ancient customer service proverb declares that “The customer is always right.” This saying has become the basis of Mazda’s latest ad campaign, where premium car drivers blindly test several different luxury car models. In this series of TV spots, the 2017 Mazda6 and 2017 Mazda CX-9 go toe-to-toe against other luxury brands like Audi and Mercedes.
Mazda wanted to do this ad campaign in order to show that they can compete with other well-known, respected luxury brands and not only withstand the critique, but come out on top.
“This was a risky, but fun way for us to gain insight into what our customers experience when they visit a dealership,” said Russell Wager, vice president of marketing for Mazda North American Operations. “By removing any preconceived notions about the vehicles, we were able to prove that Mazda vehicles offer similar, if not better, premium amenities and craftsmanship that are typically reserved for luxury brands.”
Participants in the series of ads can be seen driving vehicles that are completely covered in stickers, disguising any identifying aspects such as logos and design trademarks.
After driving the cars, the participants are shown commenting on the quality of the Mazda models before and after the brands of the test vehicles are unveiled. Trustworthiness, design quality, and driveability received high marks, beating out their competition.
The drivers chosen for the commercials were selected for their professions and personal background with luxury vehicles. Therefore, in order to ensure the critique is fair and informed, the participants include a designer, an architect, and an engineer, among other similar professions. Furthermore, all of them own and are familiar with the standards expected in luxury vehicles.
Mazda wanted to do this ad campaign in order to show that they can compete with other well-known, respected luxury brands and not only withstand the critique, but come out on top.
“This was a risky, but fun way for us to gain insight into what our customers experience when they visit a dealership,” said Russell Wager, vice president of marketing for Mazda North American Operations. “By removing any preconceived notions about the vehicles, we were able to prove that Mazda vehicles offer similar, if not better, premium amenities and craftsmanship that are typically reserved for luxury brands.”
Participants in the series of ads can be seen driving vehicles that are completely covered in stickers, disguising any identifying aspects such as logos and design trademarks.
After driving the cars, the participants are shown commenting on the quality of the Mazda models before and after the brands of the test vehicles are unveiled. Trustworthiness, design quality, and driveability received high marks, beating out their competition.
The drivers chosen for the commercials were selected for their professions and personal background with luxury vehicles. Therefore, in order to ensure the critique is fair and informed, the participants include a designer, an architect, and an engineer, among other similar professions. Furthermore, all of them own and are familiar with the standards expected in luxury vehicles.
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