The past two years have brought significant change to the Mazda brand in Switzerland. Distributed in Switzerland for 33 years, Mazda Suisse was owned and introduced to the market by its shareholders, the Blanc family and Sumitomo Corp. In 2001 Mazda Europe took over ownership in efforts to consolidate its European operations.

“We are bringing solid and lively new products to the market, and in doing so we are now attracting new customers,” said Kursch about Mazda’s successful formula.

He also aims to bring the reliability, high technology, and traditional image of Mazda in Switzerland into a new dimension that will transform the spirit of the car from just a physical one to an emotional one, just what the new models reflect.

With new designs, brighter colors, and faster engines, Mazdas are now “more colorful, faster and more fun to drive,” a new image that is luring lifestyle-oriented younger Swiss buyers to Mazda’s consumer group.

Because of their renowned fondness of sports cars, Swiss will be among the first European consumers to experience Mazda’s latest dynamo – the RX-8. Kursch has high hopes for this automobile in the Swiss market and believes it will increase in per unit sales from last year’s 8,000 units sold to 9,000 in 2003.

Adapting the new values of Mazda in Switzerland takes an individual approach that is distinct from its neighboring markets, as Kursch points out. “Because Switzerland is independent of the EU, it strives to maintain an independent and individualized attitude. We want to present ourselves as different in the market as well.”

Kursch has organized Mazda events and promotions where target consumers regularly enjoy themselves – concerts, sporting events and discos – rather than at traditional dealerships.

The Mazda executive also admits that cultural similarities play a role in the success of Japanese brands in Switzerland. “The mentalities of the Swiss and the Japanese fit in very well. The approach is always about quality and reliability,” he explains.

Repeating the theme of Mazda’s current advertising campaign, Kursch says: “Mazda has zoom-zoom behind it. We want our customers to feel like a child, enjoy life and have fun.”