2020 ALL STAR | BRAND EXECUTIVE
Mazda North American Operations
Mazda has emerged as one of the best-performing auto brands during the coronavirus crisis. U.S. sales were down just 0.7 percent through October.
Guyton, who took over in North America in April 2019 from his post as CEO of Mazda Motor Europe, managed the launch of the CX-30 subcompact crossover just as the pandemic hit by working with dealers to price the new vehicle in the meat of the market and promoting it aggressively.
The CX-30 is now Mazda's No. 2 vehicle in the U.S. — after the CX-5 — with sales of just over 31,000 through October. Its strong debut has allowed Mazda to compensate for falling car deliveries, particularly of the fourth-generation Mazda3, which came with an overly high base price at its 2018 launch.
Mazda is putting in place a new strategy in the U.S. that offers a variety of engine options at a variety of prices. That pushes down the sticker of base models while offering a more premium experience on higher trims.
Guyton, 53, also oversaw the transition to Toyota Financial Services for Mazda's captive finance partner this year and the ongoing facility upgrade program as the brand carefully moves upmarket.
Business aside, Guyton has made supporting dealers and their communities throughout the pandemic a critical job during 2020, which marks Mazda's 100th anniversary.
Mazda’s Essential Car Care program, announced in April, provided free oil changes and vehicle cleaning to first responders, regardless of make. That success evolved into the Mazda Heroes initiative that will give away 50 units of the MX-5 Miata 100th Anniversary Special Edition to U.S. residents supporting their communities.