LAS VEGAS -- Mazda should revamp its digital marketing strategy to keep the key Mazda3 compact car fresh in customers' minds, dealers told Mazda executives at the make meeting during the NADA convention.
Paul Passarelli, chairman of Mazda's dealer council and general manager of Garden City Mazda in Hempstead, N.Y., and Huntington Mazda in Huntington Station, N.Y., said dealers asked Mazda marketing chief Russell Wager about refining a digital marketing strategy for the Mazda3 to lure customers away from the newly redesigned Honda Civic and Hyundai Elantra.
"Mazda couldn't have better products," said Michelle Primm, managing partner of Cascade Auto Group in Cuyahoga Falls, Ohio. "I just wish we had better floor traffic. If we can get people in, they're sold."
Mazda reported selling 23,396 vehicles in March, down 27 percent from a year earlier, which left its first-quarter total at 17 percent behind last year's pace. This performance is "not acceptable," Robert Davis, senior vice president of U.S. operations at Mazda, told dealers during the meeting, according to people in attendance.