DEALER COUNCIL LEADERS

New products, digital ads expected to lift Mazda

King: Digital ads will help.
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Ryan Beene
Automotive News
February 11, 2013 - 12:01 am ET

Fresh products will help Mazda grow in 2013, says the brand's dealer council chairman.

"What [Mazda] needed in recent years has been product," said Rob King, owner of Bob King Mazda in Winston-Salem, N.C. "Now we have the Mazda CX-5 and the Mazda6, which are immediately going to raise attention about the brand."

The CX-5 compact crossover went on sale in February 2012 in the United States. The redesigned 2014 Mazda6 when on sale in January.

Last year Mazda's U.S. sales rose 11 percent, compared with an increase of 13 percent for the industry.

In a recent interview, Jim O'Sullivan, CEO of Mazda North American Operations, said he expects Mazda sales to outpace the industry in 2013.

Key to achieving that, King says, will be effective marketing. He likes the company's plan to increase spending on digital advertising, even if it means spending money for TV.

Q&A: autonews.com/king

You can reach Ryan Beene at rbeene@crain.com. -- Follow Ryan on Twitter

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