But Retail Revolution stores are too elaborate for some dealers outside major metropolitan areas, said Ron Stettner, head of U.S. sales for Mazda North American Operations.
"We found there were a lot of dealers where, frankly, their market didn't dictate that type of facility, but they wanted to belong," he said.
One of the new options scraps some expensive architectural elements of flagship stores, such as the glass-enclosed display, test drive center and cafe.
Another option gives dealers in small or rural markets a variety of smaller-scale improvements to choose from. Details about that option are unclear because Mazda has not announced the plans to all dealers, a Mazda spokesman said.
Mazda has briefed its national dealer council about the changes. Council chairman Mike MacDonald says the changes will help more dealers adopt the brand's look.
MacDonald opened one of the first Retail Revolution dealerships, a $1.8 million, 20,000-square-foot store in Bountiful, Utah. He said he is happy that Mazda did not abandon Retail Revolution.
"If they decided to change the program and not continue with Retail Revolution, then I have an albatross," he said.
Stettner said 130 to 140 of Mazda's 640 dealerships are Retail Revolution facilities. That number would be higher, but some dealers canceled or delayed construction plans during the recession, he said.
Mazda provides cash for dealers building flagship Retail Revolution stores, but dealers are not eligible for cash assistance for the new options, Stettner said. Dealers pursuing the options will receive other support, he said, but he declined to elaborate.
Stettner said he hopes the changes will help more dealerships in smaller markets be consistent with the flagship stores. He said the options also will help avoid potential problems when dealers look for their own ways to achieve the brand's desired look.
"You've got people in rural markets that wanted to belong and went out and bought green and orange paint and painted their building," Stettner said. "This provides a way to be brand-compliant for dealers who want to do the right thing."