Mazda
motor co. practices “zoom –zoom” – a corporate theology based on the belief
that good cars have souls. It is faith that elevates cars and their various
derivatives above the state of ordinary, placing them into a state of desire.
This is important. Ordinary cars languish in the retail domain of poor sales,
from which they are freed only through indulgence, or commercial prayers
otherwise known as customer rebates.
Truly
ordinary cars, those absolutely devoid of anything that sparks buyer passion,
often are beyond salvation. They frequently are banished to the land of no
sales and eventual oblivion. Desirable cars, those that have that special
something, that which Mazda calls zoom – zoom, or motorized soul, have the
power to convert consumers, popularize models previously considered losers, and
thus move markets.
Consider
the recent test car, the 2004 Mazda6 sport wagon. In the BZZ world, it might
have been sold as a “station wagon” and treated as such in the marketplace. It
would have been ordinary – a family hauler stemming from a blossoming family,
thus requiring the purchase of a four-wheeled haul the offspring. But the AZZ
(after zoom-zoom) Mazda6 sports wagon takes a different approach. It’s very
name “sport” signals a call to action, a challenge to abandon the stationary
life, an invitation to get out there, by golly, and drive. Let us consider the
matter of signage, or signature, first. Signs in the automobile industry must
have strong emotional appeal. The buying faithful, or prospective commercial
converts, must be able to look at a car’s badge and know exactly what it means
and promises.
More
important, in the matter of automobile signage, buyers must be able to look at
a car’s body and know instantly, without ever looking at the badge, which
company makes that car. That instant recognition, if successful, should yield
instant joy and desire. At the very last it should arouse potentially
acquisitive curiosity.
Find out
Find out
![]() |
Mazda6 sport wagon |
![]() |
Mazda6 sport wagon dashboard |
![]() |
Mazda6 sport wagon interior |
![]() |
Mazda6 sport wagon |
![]() |
Mazda6 sport wagon side |
0 Comments
Please do not enter any spam links in the comment box.