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Mazda dealers invest £12m in brand upgrade

“It’s very pleasing for us that our dealer partners are so willing to invest in Mazda,” said Brett Hague, Mazda UK’s head of franchising and network development.  

He added that “more than 90% of dealer sites – some 107 – are on track to be refurbished by late April with 14 sites being either rebuilt or relocated”.

The rebranding forms part of deep-rooted changes within the 135-strong network as Mazda UK looks to build on its sales success that has delivered some 60% growth over the last three years.

“We’re looking for a cultural change,” said Hague. “We want a philosophy of customer excellence which is more than just customer satisfaction. Buying a car is a significant purchase so we want to ensure the event matches the very best in modern high-street shopping experiences. Our aim is to deliver a personal service that ensures everyone buying a Mazda feels connected and is positively surprised throughout the process.” 

Changes include a move to bring the Mazda Academy outsourced training facility in-house to Mazda UK’s new Dartford, Kent headquarters to provide bespoke training for each of Mazda UK’s 135 dealer partners.

“Every business is different and we don’t want a one size fits all solution which is the industry norm,” said Hague.

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Natalie Middleton

Natalie has worked as a fleet journalist for nearly 20 years, previously as assistant editor on the former Company Car magazine before joining Fleet World in 2006. Prior to this, she worked on a range of B2B titles, including Insurance Age and Insurance Day.