We worked with Mazda Motor Corp of Japan to develop new positioning and retail strategies for dealer showrooms and automalls in order to compete with Toyota, Nissan and Honda, the current leaders in Japanese auto sales. Having relied on in-home sales prior to the mid-eighties, Mazda needed a new strategy for selling and displaying their automobiles in Japan. The Japanese consumer had been accustomed to ordering their new car from a brochure and their salesman delivering the car to their home several weeks later.

New prototypes were modeled after American auto retailers where tire kicking and test driving were prerequisites to sales. High-tech architecture, interiors and graphics appealed to the Japanese love for technology and for auto racing. We refashioned the way Mazda thought about selling and we delivered their message through new merchandising strategies and on-the-floor, open-to-buy displays.