#DealershipStrategy

“We have been working more closely with our dealers to evolve their businesses and through that process,” Mazda tells Automotive News, “some new dealers have chosen to begin working with us, while others have made the decision to leave the Mazda brand.”

Mazda has been open about its goal of earning 2 percent of the U.S. market while being forthright about the brand’s intentions to do so only on solid ground. This means fewer discounts, a premium vibe, and the kind of higher margins that make dealers happy.

On the dealer side of the equation, Mazda now wants those dealers to improve. In some cases, that means a new location. In others, a new exterior design is necessary. More thoroughly trained staff members is key, as well. But it’ll be slow going. Of Mazda’s roughly 600 dealers, the brand acknowledges that some have forsaken the automaker, though Mazda won’t say how many. Since the efforts to revamp dealers began last year, only 26 have been upgraded so far. By the end of the decade, Mazda believes roughly one-sixth of its network will have undergone a remodel.

In the meantime, Mazda is getting further away from reaching its 2-percent goal.

“Well, I bought that car last night.” Craig has this unnerving habit of simply appearing at my cubicle while I’m trying to do something productive, like texting people or reading random articles from the Last Psychiatrist archive on my phone. He’s a soft-spoken fellow, entering late middle age the same way that I am but not showing nearly as much evidence of blunt trauma, well-compensated in his engineering job but modest in appearance and disinclined to spend money.

Regarding my life and temperament, I like to follow the example of Robert Bly in quoting Cesar Vallejo: “Well, / On the day that I was born / God was sick / gravely.” I suspect that on the day that Craig was born, by contrast, God was in perfect health and settling down with the newest issue of Consumer Reports. About a month ago, Craig started seriously thinking about replacing his 150,000-mile Honda CR-V. It’s been a faithful companion for a freeway commute that takes about an hour in each direction, but even the most prosaic of Hondas eventually reaches a point where the cost of maintenance starts to become a factor. Not in money, necessarily, but in time.

Knowing that I dabble a bit in things automotive, Craig had asked what I thought about the new CR-V. This was a subject on which I was glad to speak, because I absolutely despise the “cute-utes” and will take every opportunity to rooster-block the purchase of one.