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Mazda North American Operations | Company Profile, Marketing Contacts, Media Spend, Brands

Mazda North American Operations, headquartered in Irvine, CA, is responsible for U.S. research & development, sales and marketing, customer parts, and service operations for Japanese parent, Mazda Motor Corporation. The company sells or leases cars, trucks, minivans, and SUVs through its network of U.S. dealerships.

Main Telephone (949) 727-1990
Main Fax (949) 727-6101
Primary Address
7755 Irvine Center Drive
Irvine, CA 92618-2922

Mazda North American Operations Contacts

Contacts (5/33)
Name Title State
Dino B. Chief Marketing Officer - U.S. CA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (949) 727-1990
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 7755 Irvine Center Drive
Irvine, CA

Masahiro M. President, Chief Executive Officer & Global Chief Marketing Officer CA
Robert D. Senior Vice President - U.S. Operations Group CA
Russell W. Vice President, Marketing CA
Blase D. Vice President, Brand Engagement CA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
MX-5 Miata *******
Mazda North American Operations ********
Mazda3 4-Door ********
Mazda3 5-Door *
Mazda6 ********

Agency Relationships

Brand Agency Service From To
**-* ********* Media Buying, Media Planning unknown present
**-* ****** **** ***** Creative, Digital, Media Buying, Media Planning unknown present
**-* ********* media buying & planning 2012 present
**-* ****** **** ***** Creative, Digital, Media Buying, Media Planning 2012 present
**-* ****** **** ***** Creative, Digital, Media Buying, Media Planning 2010 present

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Mazda will drive 'alternative to premium' position with more national advertising

Automaker Mazda North American Operations (MNAO) plans to conduct more national advertising to build share of voice as it prepares to launch new vehicles, including the 2014 Mazda6.

Russell Wager, Mazda’s
use new vehicles to position the brand as an “alternative to premium,” adding that the Mazda6 (pictured right) isn’t getting its fair share of the market.

"It's a huge opportunity, but we are realistic; our marketing has been focused on the Mazda3 compact and the CX-5 [whose launch coincided with the introduction of diesel powertrain
],” he told the publication. “But we are looking to take the new car, with its technology and style, and compete with any of the other entries out there.”

The 2014 Mazda6, going on sale in January, will offer a new four-cylinder diesel engine, in addition to a conventional four-cylinder gasoline engine. The 2014 model and the Volkswagen Passat are the only two midsize sedans available with a diesel engine in the U.S.

Hybrids and diesels are a very small percentage of U.S. auto sales but popularity is on the rise.  In the first half, diesel sales increased about 28 percent over the same period last year, and hybrid sales have grown almost 64 percent, according to data from the

In comparison, car sales grew 15 percent during the same period, according to Forbes.

Wager said that Mazda’s new “alternative to premium”  approach is an attempt to carve out a “white space” without going to head-to-head with major players. The company believes that it can do well in the space of offering a premium product experience without the premium price.

Wager told MarketingDaily that the new SkyActiv-D fuel-efficient technology, launched six months ago, will be part of communications in the future, though it won’t be the focus.

“It’s a strong part of where the brand is going, and we will talk about it with the upcoming 6 and 9 launches,” he continued.

Kantar Media reports that Irvine, Calif.-based 
MNAO allocated $60.2 million towards measured media in 2011, consistent with its spending in 2010. Newspaper ads received the most funding both years, averaging around $45 million.

In addition to the 6 and SkyActiv-D, Mazda unveiled its updated 2014 CX-5 compact SUV and 2013 CX-9 midsize SUV at the .

Wager, who once handled Mazda’s U.S. account for, most recently was senior VP and managing director at DDB Advertising’s Beijing office. He replaced North American CMO Don Romano, who resigned in July after 12 years with the company.

Wager oversees all aspects of U.S. marketing communications, including print and electronic advertising, social media, the website, public relations, brand experience, auto shows, sales training and aspects of retail operations.

In addition, he will manage the automaker’s relationship with integrated marketing communications agency,.

In July, MazdaEric Booth to the newly created role of senior manager of public relations. Reporting to Jeremy Barnes, director of PR and brand experience, he is responsible for managing MNAO’s PR division, including product, corporate and internal communications.

Last week, Mazda
that November sales were up 17.7 percent to 21,691 vehicles a four models, including its best-selling Mazda3, posted record sales for the month.

Year-to-date sales are up 9.1 percent to 249,795, compared to last year.

Mazda North American Operations
7755 Irvine Center Dr.
Irvine, CA 92618
(949) 727-1990

Russell Wager
Vice President, Marketing
(949) 727-1990