Mazda appoints marketing VP for European operation

Mazda Motor Europe has appointed Masahiro Moro as vice-president of marketing.

Mazda Motor Europe has appointed Masahiro Moro as vice-president of marketing.

Moro, currently vice-president for product marketing, will report to Mazda Motor Europe president and chief executive James Muir.

He takes over from Steve Coates, who has led Mazda’s European marketing operation since May 2002 and is leaving to join Land Rover as its director of European operations.

Moro joined the car manufacturer in 1983 and worked in various sales and marketing roles, including two years as general manager of its global marketing division, before joining its European operation in March 2004.

Mazda has been under intense scrutiny over its recent UK advertising. Earlier this month the Advertising Standards Authority ruled that a press ad for its MX-5 model was irresponsible as it promoted aggressive driving.

The ad showed an MX-5 navigating a sharp bend set against a blurred background with the tagline/ “Please remove all loose change”.

Mazda said the ad was meant to convey the same thrill as a fairground ride but the ASA ruled that the key message was speed and ordered the company to amend the ad (MW last week).

Separately, the Women’s Royal Voluntary Service has called on the ASA to investigate a press ad for Mazda’s Model 6, which it has branded “ageist”. The ad, created by JWT, shows a woman giving directions to a younger male driver. It suggests that if drivers want directions they can trust, they should use a Mazda model equipped with a satellite navigation system.

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