Described by managing director Rob Lindley as a “freshening exercise”, the new graphics embody a purple “accent colour” but do not involve a one-size-fits-all approach.
“We have a relatively fragmented and healthy diverse dealer structure so the new corporate identity will adapt to the format of local premises,” he said.
“There will be no ripping down of walls and it will not cost our 85 partners an arm and a leg.
“This creates a brighter, more relaxed environment for customers and staff.”
Lindley said the Mazda2 has been “successfully relevant” in the difficult market, helping boost volumes by 3% in the first half and protecting dealer profits, which have eroded slightly.
Mazda will not get involved in “dodgy fleet margins as discounts rise”, said Lindley.
He added: “Our factories are at full capacity so there is no point in taking cars for lower margins when other importers sell more profitably in places like Russia.”