Move and Be Moved: How Mazda CMO Brad Audet is Redefining the Future of Automotive Marketing
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Brad shares insights into Mazda's strategic brand evolution, the impact of the "Move & Be Moved" platform, and how Mazda is cultivating an emotionally resonant brand identity.
“If we want to enrich people's lives, if we want to be radically human, if we want to treat people with empathy, we have to be great listeners and respond to the needs of people.” - Brad Audet
The automotive industry is at a transformative crossroads where creating products alone isn’t enough—brands must craft unforgettable experiences that resonate deeply with consumers. With the accelerating shift toward electric vehicles, the integration of AI, and ever-evolving customer expectations, companies are redefining what it means to connect. In this episode, Mazda North America’s CMO, Brad Audet, offers an inside look at Mazda’s journey to forge meaningful connections. His insights reveal how Mazda adapts to industry challenges while staying true to its mission of delivering purposeful, emotionally engaging experiences that set the brand apart.
Brad Audet serves as the Chief Marketing Officer at Mazda North America, where he oversees marketing strategies, customer experience, and brand partnerships. With over 25 years in the automotive and advertising sectors, Brad has been instrumental in redefining Mazda’s identity in North America. Before joining Mazda, he worked at The Garage Team Mazda agency, where he honed his expertise in automotive marketing. Brad's extensive background includes leadership roles at major agencies like BBDO, McCann, and JWT. His deep industry knowledge and innovative approach have helped position Mazda as a brand that connects emotionally with its customers.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
Shaping Mazda’s Brand Identity through “Move and Be Moved” - Mazda’s “Move and Be Moved” platform is more than a marketing tagline—it’s a commitment to creating a lasting emotional bond with customers. The platform embodies Mazda's mission to enrich lives through purposeful connections, centering on the values of empathy and human connection. “Move and Be Moved” not only highlights the joy of driving but also represents Mazda's promise to inspire drivers to explore new possibilities. This transformation positions Mazda uniquely in the automotive space, capturing a sense of movement that’s both physical and emotional. For brands, it’s a bold reminder that creating value goes beyond products—it’s about building a brand that resonates emotionally.
The Strategic Role of Mazda’s Dealer Network - The dealer network is a critical pillar in delivering Mazda’s promise of connection and trust. Unlike competitors who overlook dealer relationships, Mazda embraces its network as a powerful extension of the brand, fostering deep alignment and mutual growth. This approach transforms dealers into brand ambassadors who bring Mazda’s human-centered values directly to consumers. For brands, Mazda’s strategy is a masterclass in leveraging partnerships to build loyalty, consistency, and impact in every interaction.
Mazda’s Approach to Electric Vehicles (EVs) - Mazda is steering through the EV landscape with precision and purpose, choosing a thoughtful, hybrid-focused strategy rather than rushing headlong into full electrification. Brad Audet explains that while many brands push EVs aggressively, Mazda remains committed to a balanced approach that prioritizes consumer readiness, affordability, and infrastructure realities. Mazda’s hybrid focus aligns with current market demand and regulatory expectations, allowing the brand to deliver on customer needs without compromising quality or driving experience. This approach showcases Mazda’s commitment to innovation on its own terms—a strategic reminder that sustainable progress often means choosing the right path, not the fastest one.
The Impact of AI on Mazda’s Marketing Operations - Brad explains Mazda’s use of AI across various business functions, from audience analysis to media mix modeling and creative personalization. He highlights how AI enhances Mazda’s ability to listen and respond to customer needs effectively, and suggests that brands can gain efficiency and insight by leveraging AI tools to streamline processes and deepen customer understanding. This insight reinforces the value of adopting AI strategically to enhance personalization and operational efficiency.
Embracing Curiosity and Adaptability in Marketing Careers - Reflecting on his career journey, Brad shares the importance of curiosity and continuous learning in adapting to industry changes. He encourages young professionals to stay intellectually nimble and embrace learning beyond traditional roles. Promoting a culture of curiosity and adaptability in the workplace can also foster resilience and innovation. This lesson applies not only to career growth but also to brands aiming to thrive in a rapidly evolving landscape.
Listen to Brad Audet on The Speed of Culture podcast to uncover Mazda’s approach to brand-building, the art of emotional connections, and the strategy shaping Mazda’s future.
