Mazda hits the club scene to tap into Miata love

Editor's note: This is part of an Automotive News special section looking at ways automakers are leveraging owner gatherings and other communal experiences to build loyalty and a deeper connection between brands and their customers.

SAN DIEGO — During a Mazda-organized gathering of MX-5 Miata loyalists downtown here, a group of empty nesters from the San Diego Miata club sat around a table discussing what drew them to Mazda's two-seater.

The roots of their attraction predate the Miata, going back decades to when they were in high school and college and fell in love with vintage British roadsters. They recalled memories of the aptly named 1959 Austin-Healey "bug-eye" Sprite and the 1962 Triumph TR3. They named-dropped the MG MGA and MGB from British Motor Corp.

Steve Waid, a member of the San Diego club, credits Mazda with putting roadsters back on the map to stay. Cars such as the Honda S2000, BMW Z3 and Pontiac Solstice came and went, but Mazda remained steadfast with its affordable roadster, which has crossed 1 million sales.

"I think it's fascinating how they basically created their own market" with the Miata, Waid told Automotive News. "We remembered when the British had their two-seat roadsters. That's why we got into the Miata right away."

It was a pleasant stroll down memory lane as Miata fanatics such as Waid enjoyed an evening of free food and gifts from Mazda. The automaker, which has bet on improved loyalty as a way to avoid catering to price-conscious consumers, has made owner engagement and community-building a central piece of its outreach strategy.

Mazda keeps an internal listing of Miata clubs and launched a seasonal Miata email newsletter in July so people can keep track of news from Miata clubs across the U.S., see exclusive photos, learn about motorsports events and get product updates. More than 6,500 Miata owners and fans have signed up.

The San Diego event, in a parking lot in the city's Marina District, featured food trucks that Mazda arranged, giveaways of Mazda mugs, displays of the 2019 Miata and a large collection of Miatas from the attendees. Mazda handed out window signs for the owners to fill out with their names, the model specifics of their cars and why they love Miatas.

Mazda team members were there interacting with them and checking out their cars as they hung out into the night talking with enthusiasts of all ages from the SoCal Miata Club, the San Diego club and the younger KINOD group.

"We wanted a place for Miata clubs to gather, meet other members, to meet some of the other clubs that were there," said Shannon Maloney, Mazda's program manager of experiential driving events, who handled much of the planning for the San Diego hangout.

"I heard many road trip stories from the club members that were there," Maloney said. "It was nice to see the passion that we know Miata owners have. Seeing [this passion] in person is a different experience, and a good way to connect with our owners directly."

Mazda wants to organize more events like the one in San Diego to connect with its base. The company has declared a commitment to putting fans "at the center" of its brand activities.

When the new Mazda6 arrived at Washington's Port of Tacoma in March, Mazda said it expedited delivery to a local dealership, offering several Seattle-area fans a chance to drive it first. They were then flown cross-country to attend the New York auto show.

Mazda also co-hosted a "Thank You, New York" event with Amazon — with which it partnered on a Mazda6 social hub — during the New York show for local Mazda6 fans and owners, where they had a chance to get an up-close look at the reworked sedan. Mazda said it has sold more Mazda6s in New York than any other U.S. city.

Being a small brand, Mazda is "customer-led," Dino Bernacchi, marketing chief of Mazda North American Operations, told Automotive News. "That doesn't mean sitting here in Irvine, Calif., building stuff, marketing stuff and sending it out. It means, ultimately, being amongst those who are passionate and in love with this brand."