New Tribute SUV

To connect emotionally with young adults and the young-at-heart, Mazda Motor Corporation is joining with music artists and fashion designers to cultivate prospects for its soon-to-be-launched Tribute SUV.


This innovative marketing effort, "TRIBUTE link." makes its debut this week with the arrival of TRIBUTE link clothing and other items at stores throughout Japan. TRIBUTE link CDs, featuring DJ Premier and CHARA, will follow later this year. More activities under the TRIBUTE link umbrella are being considered, including a possible tie-in with the film industry.

"TRIBUTE link will help us connect with and identify potential customers before the official launch of Tribute in Japan," said Masa Wakayama, director and general manager of Mazda Motor Corporation's Domestic Marketing Division.

"Collaboration between car manufacturers and other business sectors to promote recognition and sales of a new product brand isn't new," Wakayama added "It is unusual, however, for a car manufacturer to attempt to connect with consumers through collaboration with actual artists - and to do so before the actual launch of the new product. We call this concept 'entertainment marketing.'"

The idea for TRIBUTE link grew from a study of potential customers between the ages of 25 and 35, the core group of Mazda Tribute prospects. Market research indicates these people "yearn to make a breakthrough in life" with the slogan "Beat Your Soul."

TRIBUTE link brings together artists and creators who identify with this "Beat Your Soul" concept to produce special activities that will deepen the emotional connection between Mazda and these potential customers. TRIBUTE link and the "Beat Your Soul" concept fit with Mazda's brand strategy, "kokoro wo ugokasu shin hassou," which means "new ideas that stir your emotions."

Joining Mazda on TRIBUTE link are:
TK Takeo Kikuchi brand of World Co., Ltd., who will introduce a unique line of TRIBUTE link clothing in stores starting Friday, August 25.
SMEJ Associated Records, Sony Music Entertainment (Japan) Inc. who will introduce a unique TRIBUTE link label. Also, TRIBUTE link CDs will be available in early October, starting with "PUSHIM," featuring DJ Premiere, followed by "SATOSHI TOMIIE," featuring CHARA in late November. An album, "BEAT YOUR SOUL," will be released in Spring 2001.

For more information, visit the TRIBUTE link website at http://www.tributelink.com.

Tribute, a new five-passenger sports utility vehicle, will be available at Mazda dealerships in late 2000. Tribute combines distinctive, sophisticated styling that attracts attention in the city and in the countryside alike.

It has a spacious, convenient interior. Buyers can select from a powerful 3.0-liter V6 engine or brisk 2.0-liter four-cylinder offering.

Tribute delivers superior driving performance with an electric magnetic rotary blade coupling 4WD system. These features combine to deliver Mazda's brand personality of "stylish," "insightful" and "spirited."

Find more news and information at www.mazda.com