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Mazda restructures marketing team to support new product launches

Mazda2 Hybrid

Mazda UK has announced three key product launches for 2022 and a number of new product introductions before 2025.

To support the influx of new vehicles, the company has restructured its marketing team to ensure a unified approach with Mazda’s European marketing operation.

The first vehicle to launch this year will be the revised CX-5 SUV – the car maker’s best-selling model. It will be closely followed by the Toyota Yaris-based Mazda2 Hybrid, which is built under a collaborative agreement between Mazda and Toyota.

Before the end of 2022, Mazda will also launch a new version of the MX-30 SUV that combines a petrol range extender with the existing electric powertrain, boosting range.

Between 2022 and 2023 two new models from the company’s Large Product Group, the Mazda CX-60 and Mazda CX-80, will be introduced across Europe.

From around 2025, the company will introduce a number of new products on a new EV-dedicated platform. With the introduction of these models, Mazda is on track to complete the electrification of its complete range by 2030.

To support this busy launch schedule the marketing department will be split into Marketing Communications and Product Strategy channels from January 2022, with a senior manager leading each discipline.

Marketing Communications will be led by James Crouch, currently marketing communications and digital insights manager. He joined Mazda in 2012 from agency, during his time at Mazda he has worked as marketing communication manager, digital marketing manager and senior manager, customer experience at Mazda Europe prior to his current role. Crouch will be responsible for all marketing communications.

Product Strategy will be led by Paul Dixon, currently brand manager. Dixon joined Mazda in 2002 working on consumer programmes before moving into the brand team in a variety of roles in future product planning, new vehicle launches and cycle management. He moved on to the role of marketing insight manager before returning to lead the brand team. Dixon will be responsible for the product team, directly influencing the specification, pricing and market position of Mazda in the UK.

Both roles will report directly to Jeremy Thomson, managing director of Mazda UK.

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