Retailers, consumers and prices
Advertising during the Super Bowl doesn’t score for Mazda.
While the Japanese automaker plans to boost its marketing budget this year as it launches the Mazda 2 small car, running TV ads during the National Football League’s championship game in February won’t happen.
“You’re never going to see us on Super Bowl,” Mazda North American chief Jim O’Sullivan said at the Detroit auto show. “We’re not going to spend that kind of money on that kind of property because, yeah, you get a lot of impressions and stuff out there, but the fact of the matter is, do you really get to the target you really wanted? That’s more of a feel-good ad for a lot of people.”
O’Sullivan said it was a “given” that Mazda’s media budget will be up in the first quarter, as well as for the year, although he didn’t say by how much. He said Mazda, which expects its U.S. sales to possibly rise faster than the overall market this year, will spend more on social media and digital advertising this year as it tries to reach younger buyers for its late summer launch of the new 2 model.
However, O’Sullivan said advertising on the Super Bowl — where Korean automakers Hyundai and Kia, and Germany’s Volkswagen will advertise this year — is more about the creativity of the spots than the product or service being sold.
Consumer Reports magazine’s senior director for automotive testing, Dave Champion, sat down with correspondents Bernie Woodall and Ben Klayman at the Detroit auto show to discuss the U.S. auto industry, including Toyota’s future, the changing nature of the show, small cars and Chrysler.
“Toyota’s grown incredibly quickly; not only in the number of vehicles that they sell but also in the number of vehicles that they produce. They have a range of vehicles now that’s extremely wide. What Toyota used to have was a great attention to detail on every single part that went into the car and a real focus, very tightly, on the product. Now, with so many different variants and iterations and models, it was very difficult to keep that same focus and that same attention to detail on all the products.”