Mazda Test Drive Experience

Making Test Drives Matter for Both Mazda and its Customers

Challenge: How do you change in the way Mazda’s sales people think about the role of the test drive as part of the sales process to change the culture, elevate the brand, and drive sales?

Strategy: Inspire and educate sales people to drive, feel, and own the test drive through dynamic workshops, testimonials, practice, coaching, and ongoing support from dealer management.

Result: Immersed 100 dealers in the new Mazda Test Drive Experience at Mazda’s National Sales Meeting and at 5 national marketing blitzes. Six months later, J.D. Power’s customer satisfaction ratings on Mazda test-drives rose from poor to good.