Mazda has named Dino Bernacchi as its incoming chief marketing officer for the US in a move geared toward revamping the car giant’s image as it seeks to move upmarket with a new ‘premium brand vision’.
Bernacchi will assume his new role from 1 May whereupon he will head-up Mazda’s brand communications, a role which will see him overseeing of all aspects of consumer interaction from shopping through to purchase and ownership.
Mazda has been seeking to shed its reputation as a budget brand in order to sell higher priced mid-market models by jazzing up its vehicle range to appeal to design conscious consumers.
Mazda North American operations CEO Masahiro Moro remarked: “As customer tastes and expectations change, and Mazda moves itself to a new, more premium, position in the industry, it is critical that Mazda be laser-focused in our approach to how we tell our proud brand story at every touchpoint in the customer’s journey with us. Dino’s leadership experience in doing exactly that in the past is why he is perfectly suited for this role at Mazda.”
As part of its efforts to turn heads Mazda recently masterminded an interactive advertising wall capable of keeping tabs on which passers-by cocked a glance at its vehicles on display.