Revving-Up an Evolution

Mazda dealerships were not keeping pace as the brand’s core customer moved into the next stage of their life.

Retail Experience / Architecture / Construction Docs / Adaptation / Program Roll-out

Opportunity

Mazda wanted to continue to attract the drivers who grew up with sporty “loud muffler” compacts but were moving to more mature family vehicles. This evolving consumer demanded a dealership experience that fused a passion for driving with a dash of adulthood.

The Change

A prototype that shares Mazda’s racing heritage and delivers a more premium experience through aesthetic cues such as deep, rich wood flooring and black and white photography. Rather than walking into a cluttered showroom, consumers now feel as if they are exploring an art gallery of new vehicles. Additionally, the new dealership was designed to seamlessly adapt to Mazda’s large number of existing sites which vary in age and format and we created and managed a digital portal to ensure the entire rollout is seamless.

Impact

Shops that have been open for a year are seeing increased profits; and sales up by 30% compared to their older counterparts. Mazda’s long-term intention is for all active showroom dealerships to implement this program and design.

Dealers open for the past year are seeing increased profits, and sales up by 30% compared to their older counterparts.