61623; cost cutting to counter a strong Japanese yen and still-high debt levels a more efficient organization a more focused product lineup better distribution networks worldwide an enhanced brand identity Mazda’s North American subsidiary attributes its recent financial improvement to product development, termination of costly lease support, and the reorganization of its U.S. dealerships, according to Ward’s Automotive International. Martin Leach, Mazda’s managing director for product planning and design, is endeavoring to reinvent the company by combining BMW performance with Alfa Romeo styling, according to Automotive News. This approach is reflected in recent redesigns of the MPV minivan and the 626 sedan, as well as in the unveiling of the Nextourer, a concept wagon and luxury sedan hybrid. In the past, Leach explains, Mazda program managers had too much autonomy, and engineers lacked clear direction from product planning or marketing.In the U.S., Mazda is continuing a strategy of marketing its compact cars directly to women, particularly young women, according to Advertising Age. The media schedule for Mazda’s Proteg includes women’s magazines, spot TV, and a heavy Web presence.ADVERTISINGtopMazda reduced its overall car and truck advertising spending in the U.S. by 6.5% in 1999 from 1998. At the same time, it trimmed its magazines spending by 42.4%%, from $ 11.1 million to $19.2 million, according to the Publishers Information Bureau.Mazda Motor Corp.'s U.S. Advertising Spending, by Brand, 1999 vs. 1998(Dollars in Millions)19991998% ChangeMazda cars and trucks$189.1$199.6-6.5%Source: Advertising AgeFINANCIALStopMazda Motor reported sales of 2.16 trillion (US$20.12 billion) for the fiscal year ending March of 2000. This represents an increase of 5.1% versus 1999, when the company's sales were 2.06 trillion. This was the fourth straight year of sales growth at Mazda ...
