Mazda Motor will revamp its dealer incentive programs in the U.S. in an effort to encourage showroom operators to boost brand power, with the image-improvement push to also include renovations.
Mazda has been providing incentives, which dealers use to offer discounts, based solely on sales volume per model. Under the new system, half of the payments will be determined based on a dealer’s efforts to strengthen brand awareness — such as customer satisfaction, website design, equipment, and a showroom’s interior and exterior appearance.
In line with this plan, Mazda will promote showroom renovation, agreeing to overhaul about 100 of some 600 dealerships in the U.S. by the end of fiscal 2018. Upscale black, white and wood-grain themes, which have already been introduced in Japan, will be utilized in revamped showrooms, replacing the green-and-orange theme currently in use.
The dealerships will have to shoulder the costs of the renovations, but Mazda will help cover them with the new incentive system. About 20% of all U.S. locations will have the fresh theme, including those that have already been refurbished.
Mazda Motor will revamp its dealer incentive programs in the U.S. in an effort to encourage showroom operators to boost brand power, with the image-improvement push to also include renovations.
Mazda has been providing incentives, which dealers use to offer discounts, based solely on sales volume per model. Under the new system, half of the payments will be determined based on a dealer's efforts to strengthen brand awareness -- such as customer satisfaction, website design, equipment, and a showroom's interior and exterior appearance.
In line with this plan, Mazda will promote showroom renovation, agreeing to overhaul about 100 of some 600 dealerships in the U.S. by the end of fiscal 2018. Upscale black, white and wood-grain themes, which have already been introduced in Japan, will be utilized in revamped showrooms, replacing the green-and-orange theme currently in use.
The dealerships will have to shoulder the costs of the renovations, but Mazda will help cover them with the new incentive system. About 20% of all U.S. locations will have the fresh theme, including those that have already been refurbished.
