Mazda executives hope to persuade more dealers to overhaul their showrooms to help increase sales.
The brand has previously called for renovation or construction of 300 next-generation stores by 2021. From 2018 to 2021, Mazda will invest $362 million to revitalize the U.S. network.
Masahiro Moro, CEO of Mazda North American Operations, told Automotive News on Friday at the NADA Show that roughly 40 percent of its U.S. network has upgraded, and that roughly 70 percent of Mazda's sales are through those dealerships.
He used the brand's make meeting to appeal to its retailers to continue investing in the brand.
"We had a positive meeting because Mazda has gained a lot of momentum in terms of business cost improvement," Moro said. "Our focus is continuing to improve the business quality and retention."
Jim Moshier, general sales and service manager at Ricart Automotive in Columbus, Ohio, described the 90-minute meeting as "subdued, but good."
He said the automaker is focusing on improving its customer experience and recently rolled out a training platform to combat a shortage of body shop technicians.
Moshier said the leadership did not directly address lawsuits against the automaker alleging that its revamped dealership bonus program illegally gives some stores a vehicle pricing advantage.
Following the meeting, Moro declined to comment directly on the pending litigation.
"Our program has been designed to be fair to everybody and we're going to work one by one with those who've raised their voices," he said. "We're always happy to interact with those dealers and get their understanding so the issue will hopefully go away."