The Mazda name is synonymous with exciting motorsports, but its dealerships were delivering a lackluster experience.
The carmaker needed to connect the brand to its “zoom-zoom” ad campaign, its racing heritage, and its reputation for making some of the world’s most fun and technically innovative sports cars.
To align the environment to the brand vision, we created the “fast, fun, and cool” mantra as a creative filter for every aspect of the new design.
The fresh and sporty showroom is framed around a hip, industrial garage-type space, just right for its younger target audience.
The mCafe’s plasma screen shows footage of Mazda’s racing success. A Sony PlayStation with a special version of its Gran Turismo™ 3 racing game lets customers race the Mazda RX-8 on the Laguna Seca track.
Sleek computer stations offer access to the Mazda website, where customers may have already digitally designed a dream car and scheduled its test-drive. They arrive to find their car ready and waiting, thus eliminating barriers to buying and creating a seamless brand experience.
The owner of the prototype dealership has seen his profits double, sales increase averages of 32 percent, and a 10 to 15 percent increase in happy customers. The unique, consistently branded presentation is a standout on auto row and is being adopted by dealers around the country.