Mazda is heavily invested in grassroots racing to attract the enthusiast, and that’s never been more evident than when viewing one of their more recent commercials. Ford went another direction, recreating the GT40 as supercar (and doing a very cool Super bowl commercial at Thunderhill). To afford a GT40 you need an income stream in Jay Leno territory, while Mazda is doing a national media campaign that starts with a D production Miata, and while it includes professional efforts, it spends as much time featuring MX-5 cup cars and spec Miata’s being pulled out of Joe Blow’s home garage as Pobst's Tri-Point Mazda Pro Touring campaign.
So which strategy works best? Mazda sales are up 26% in North America this year. Ford sales dropped 13%.
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