Mazda’s James Crouch On The Secret Behind Successful Digital Transformation

What does it take to evolve a heritage automotive brand through 15 years of digital disruption? In this episode of Drivetime, Jacqui sits down with James Crouch, Marketing Communications Director at Mazda UK, to explore how automotive marketing has transformed from dealer magazines and TV campaigns to influencers, AI, streaming partnerships and digital customer journeys.

Together, they discuss the enduring appeal of the Mazda brand, the importance of Japanese craftsmanship, and how Mazda is balancing innovation with authenticity. The conversation explores the rise of influencer marketing, the changing role of TV advertising, Mazda's partnership with HBO Max, and how AI is forcing marketers to rethink everything from content discovery to customer attribution.

They also unpack Mazda's approach to electrification, why the brand describes itself as "distinctively Japanese", and how retailers can navigate the rapid pace of technological change without getting left behind.

Drivetime is the global auto tech podcast powered by Keyloop.

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