Mazda saw a clear opportunity as the global brand moved upmarket: match that premium positioning with a standout customer experience across its network. But with 23 independently owned full-selling dealers and over 50 service outlets (many multi-branded), the challenge was delivering consistency without control. Mazda engaged Radically to help define a strategic path that could unite internal leadership and external partners behind a shared vision.

The Challenge

Mazda had a premium brand strategy but zero control over execution. Dealerships were independent businesses, many selling multiple brands, with their own priorities and profit motives. The risk was massive: inconsistent customer experiences would destroy Mazda’s premium positioning before it started. Leadership faced a political minefield of dealers who had to be convinced, not commanded. The alternative was spending millions on a strategy that died at the first customer touchpoint, while competitors delivered seamless premium experiences.

Our Approach

We facilitated strategic workshops with Mazda’s executive team to co-design “Winning Moves” aligned to customer aspirations, then conducted hands-on discovery across dealerships to capture real frontline insights. We helped Mazda refine its strategy based on dealer feedback, creating a roadmap dealers could actually execute. This was co-creation with real stakeholders, not top-down dictation.

The Shift

Mazda moved from disconnected strategy to dealer-owned execution. We created a platform for genuine dialogue between Mazda and its network, shifting the dynamic from “us versus them” to “how we win together. ” Dealers felt heard and respected, moving from skeptical observers to active partners in the premium positioning. The strategy became practical, not theoretical, with clear priorities dealers could implement in their specific contexts while maintaining brand consistency.

Measurable Impact

Mazda built and validated a strategic roadmap in weeks, not months, creating cross-network alignment that typically takes years. Dealership engagement strengthened significantly, with dealers actively championing the premium customer experience rather than resisting it. The roadmap gave teams clarity they could understand, own, and act on immediately. Most importantly, Mazda now had a strategic foundation that could flex with market changes while maintaining premium positioning across all 23 dealers and 50+ service outlets.