Mazda company is launching a brand new Mazda3, the 2014 version. Mazda, still in the early stages of a transformation, needs a unique brand positioning in order to get into the mind of the customers.

The competition in car industry is brutal. With the existence of hundreds of  car companies, it is difficult for one company to have a much better sell over other companies. Mazda is neither the first to enter the car industry, nor is it a huge manufacturer like Honda or Toyota. Therefore, it is essential for Mazda to find an unoccupied position where it can be the first. However, Mazda3 is trying to enter the compact car segment with the image of a better design and the guarantee of a better performance. According to the customers, the quality of Mazda was not the best. The company promised to fix the problems and come up the the new product promise to run faster and longer in the new Mazda3. However, this can hardly be considered a unique brand because the company is simply fixing the disadvantages. It will strengthen the customers view of the cars low performance if not given a new brand image on Mazda3. The company needs a unique brand to differentiate itself in order to attract more customers.

Below is a perceptual map I drew to see the points of difference between Mazda and other car companies.

 

 

Resources:

Mazda company(2013). Mazda3, 2014 version. Revived from Mazda Car Company

The Globe and Mail (2013, October 3rd). New Mazda3 enters the toughest market in Canada.

National Post (2013, October 1st). New Mazda3 takes a good thing and makes it even better.