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New Mazda car dealer identity programme nears end

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Mazda’s retail network will complete its corporate identity programme this year as the manufacturer looks to improve the quality of the customer experience.

Jeremy Thomson, Mazda Motors UK managing director, compares the new look to “an Apple showroom - modern, premium and with better lighting, seating and desks”.

He added: “The new showrooms will have more kerb appeal. They will provide a better environment for customers.”

However, he recognises that customer experience is about more than the showroom environment and Mazda is investing heavily in dealer training.

“The training will help them to recognise and understand corporate requirements and how to sell programmes like Mazda contract hire and activate the local SME business opportunities,” Thomson said.

The pilot site was Donalds Mazda in Bury St Edmunds, Suffolk, which AM revealed in 2013. Thomson says 20 dealerships are now complete with the interior and exterior changes, including new signage, with another 80 on schedule for the end of March. He expects the entire network to be complete by summer.

Thomson is looking for a third consecutive year of double-digit sales growth in 2015 as he targets 50,000 units, with fleet accounting for around 45% of volume.

Last year, Mazda grew registrations by 21% to just under 38,000 with increases in true fleet and retail. This year’s growth will be incremental from new launches, including the CX-3, Mazda2, MX-5 and facelifted Mazda6.

“This is an unprecedented launch period for Mazda and it will continue into 2016 and the year after,” Thomson said.

Over the next few years he is looking to reach market share of 2.5%, equal to around 60,000 units on today’s annual registrations.



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