Is Mazda's Premium Push Prudent?

While Mazda’s vehicles are often praised for being handsome and playing host to desirable driving dynamics, the latter half of that arrangement has become less important in recent years. Remember the last time you saw a Zoom-Zoom ad? Neither do we.

That’s because Mazda isn’t the same brand anymore. While some of its budget-minded performance chops remain intact (MX-5), the prevailing shift has been toward luxury — which is kind of a nebulous concept these days. In the most general sense, it means Mazda is pushing for higher-margin vehicles and fancier showrooms. But it’s not a guaranteed strategy for winning… or losing, for that matter.

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Mazda Appoints Chief Marketing Officer in Upmarket Push

Mazda’s North American Operations has named Dino Bernacchi as its chief marketing officer, a position created specifically to aid the automaker in establishing itself as a premium brand.

The manufacturer has taken steps to ditch its economical heritage for nearly a year as it pushes upmarket. Model redesigns have followed a cohesive, sleek trend while the company zeroes in on a future “premium, pricey model” to secure its new identity.

Until then, image is everything for Mazda. The brand doesn’t seem interested in swapping over to a luxury-focused lineup or changing its production philosophy. While Mazda had what was arguably the most aesthetically appealing booth at the New York auto show (even if Porsche and Volvo had the better snacks), most of its vehicles still start below $25,000.

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  • Ajla Those letters look like they are from AutoZone.
  • Analoggrotto Kia EV9 was voted the best vehicle in the world and this is the best TOYOTA can do? Nice try, next.
  • 3-On-The-Tree 4cyl as well.
  • Luke42 I want more information about Ford’s Project T3.The Silverado EV needs some competition beyond just the Rivian truck. The Cybertruck has missed the mark.The Cybertruck is special in that it’s the first time Tesla has introduced an uncompetitive EV. I hope the company learns from their mistakes. While Tesla is learning what they did wrong, I’ll be shopping to replace my GMC Sierra Hybrid with a Chevy, a Ford, or a Rivian — all while happily driving my Model Y.
  • 3-On-The-Tree I wished they wouldn’t go to the twin turbo V6. That’s why I bought a 2021 Tundra V8.