Mazda on a roll
BY JOHN MELLOR | 24th Aug 2010
Mazda advertising, which has the now-famous Zoom-Zoom brand recognition device at its core, has been nominated as the advertising most likely to convince a buyer to own one of its cars.
A startling 42 per cent of buyers told market researchers Colmar Brunton that Mazda advertising was most likely to make them consider one of its models – a stunning result for a company on nine per cent total market share.
Toyota advertising was also highly effective with 41 per cent of the respondents nominating Toyota as creating advertising that made them want to own a Toyota.
Toyota was market leader in July with 21 per cent share.
Both Mazda and Toyota were well clear of third and fourth place getters, Honda and Holden, on 32 per cent and 31 per cent respectively which were well clear of Ford and Subaru on 27 per cent each.
Hyundai, Volkswagen and Mitsubishi were next in the mid-to-low 20s with another big gap to Nissan (16 per cent) MINI and Suzuki (10 per cent each) with Great Wall on five per cent.
The Colmar Brunton survey in mid-July asked 475 intending car buyers which brands have advertising that makes them want to consider one of its models and by consideration they meant which advertising made buyers want to own one of that car company’s cars.
Buyers could rate as many brands as they liked. Most buyers ranked three brands.
BMW was favoured among the top four luxury brands with 27 per cent nominating the German car-maker’s advertising as the most persuasive compared with Audi close at 25 per cent. Mercedes-Benz trailed the other Germans at 22 per cent and Lexus was low on buyer’s radar screens at 14 per cent.