As we begin the holiday season, we have been inundated with the usual array of snowy TV car ads, from the usual suspects: Lexus, Lincoln, Honda, Acura, Toyota, and Hyundai, to name a few. One company seems conspicuously absent: Mazda.
I know Mazda is a small company, but it seems that I would be difficult to grow their brand, especially in a premium direction, if they choose not to participate.
So…where are the Mazda holiday car ads?
Mazda has run major American network television campaigns regularly in recent years.
Those annoying holiday ads tend to be associated with seasonal discounts and promotions, likely to move out inventory in advance of new model year inventory coming in. You’ll note that even the high end brands like Lexus emphasize price in their winter ads, not product features or specific models. Luxury brands also target an older demographic more likely to still watch television. And the sort likely to give a brand new luxury car as a Christmas present. Don’t know about you but that ain’t my family.
Mazda can’t keep most models in stock right now. Maybe they don’t need to move out inventory by advertising discounts and rebates? I would surely expect to see a heavy advertising push for the CX-90 very soon.