The trend for rebranding covers more and more companies, including those with a worldwide reputation. The overdue process has accelerated COVID-19, forcing us to rethink strategies and consider the changing views and needs of a new generation of users. This also affected one of the leaders in the global automotive industry of the Mazda concern.
The company presented a new logo to the public. Such a statement was so unexpected that he allocated time on the NewNissanZ forum, deviating from the planned topic. The new emblem was registered with the Japan Patent Office. The design of the new emblem is circular in blue and gray. It is divided by the white image of the letter “R,” the shape of which conveys the swiftness and high-speed characteristic of the company’s products and characterizes the development and prospects of the company itself. The widespread controversy was caused by the red triangle in the right part of the circle, slightly going beyond its borders and forming the leg of the letter “R.” Many considered it a symbol of rotary engines used in modern sports cars. This is also reminiscent of the shape of the letter, reminiscent of the released Spirit R line, which is represented by two new models RX-7 and RX-8.
However, Mazda neither confirmed nor challenged these assumptions, leaving a wide field for discussion in the media and among representatives of the global auto industry. All that the company announced about the rebranding was the possibility of using the new mark for various types of products of its production, including on individual components and spare parts. But suppose you pay attention to such rear-wheel-drive flagships as Mazda6 and CX-5, with declared in-line six-cylinder power plants and significantly higher performance than other cars in this category. In that case, they are easy enough to “turn” into modern sports cars. It is enough to make only minor changes to the design, making it more sporty. Some suggest that a parallel can be drawn here with the situation of the South Korean manufacturer, which its sports models “equipped” its i30 N with the pointed letter “N,” thereby making it stand out from its other models.
All this suggests that the assumptions about the prospects for the development of the company and the use of a new emblem for a sporty car are very close to reality.