Introducing the New Mazda6

NOTTING HILL, AUSTRALIA – March 16, 2010: Since its Australian release in 2002, Mazda6 has established itself as the best-selling imported medium car in the country. With a strong history of sales success and numerous awards to its name, Mazda6 has received a warm reception from both buyers and critics alike.

The New Mazda6 further evolves the striking design, excellent driving dynamics and competitive value for which the Mazda6 has become known. While the whole range has evolved for even greater sportiness and refinement, customer needs have been closely considered with the introduction of the New Mazda6 Touring Wagon. In addition, design improvements and equipment upgrades will help to ensure that the Mazda6 maintains its position as one of Australia’s most highly regarded nameplates.

New Mazda6 Range

New Mazda6 Touring Wagon featuring leather trim, power adjustable front seats and front and rear parking sensors has been added to the range

The Mazda6 range is available in a choice of hatch, sedan and wagon body styles and is the only medium car in Australia to offer this choice

Power is delivered via a choice of either petrol or diesel: the MZR 2.5-litre 4-cylinder petrol engine or the MZR-CD 2.2-litre 4-cylinder diesel engine

Refinements to the MZR-CD 2.2-litre diesel engine yield a better response and a more enjoyable acceleration feel

Exterior design enhancements provide greater sportiness and a clearer premium identity

Upgraded interior design and the addition of new equipment makes for an improved experience for both driver and passengers alike

Refinements to steering and suspension systems further improve the smooth and stable ride that is expected from the Mazda6

High levels of standard safety equipment across the Mazda6 range reflected in a 5-star ANCAP rating. Safety features standard across the range include six SRS airbags, ABS and DSC.

Hill Launch Assist function has been added to all manual models to ensure smooth hill starts and increased safety

Mazda6 Global

First introduced in 2002

Sold in approximately 80 countries

Global sales of Mazda6 have exceeded 1.8 million units (as at January 2010)

Mazda6 has so far received over 160 awards from key markets including Australia, USA, Canada, China, Japan and Germany

Mazda6 in Australia

Mazda6 was launched in Australia in August 2002

Second-generation Mazda6 launched in February 2008

Australian sales of Mazda6 to date are in excess of 85,000 units (as at February 2010)

Marketing

More than any other Mazda vehicle, the Mazda6 appeals to a wide audience

The Mazda6 appeals to a mix of males and females who are of a fairly broad age group. They are likely to be either young or ‘young at heart’

This wide audience presents a challenge in how to target specific communications so for new Mazda6 the main target audience is 28 – 34 year olds, more skewed towards white-collar males while still appealing to older and female buyers

The attitude of the Mazda6 buyer is all-important: “Vanilla is not an option.” These people don’t just want to blend in. They want their new car to stand out or stand for something. And if it doesn’t, they’ll just move on to something that satisfies their high standards

Buyers in this segment may be upsizing from a smaller car like a Mazda3 or downsizing from a larger car

Sporty design and responsive handling is at the core of what attracts buyers to the Mazda6

Interests among the Mazda6 audience include eating out, playing and watching sport and travel