Mazda names chief marketing officer for U.S.

on Apr22

Previously, Bernacchi served as marketing director at Harley-Davidson Motor Co.

Mazda North American Operations appointed Dino Bernacchi to its newly created chief marketing officer position for U.S. operations, as the automaker continues to rework its image and push upward toward the premium tier.

Bernacchi, 47, will head Mazda’s U.S. brand communications, scrutinizing customer interactions with Mazda from the “earliest discovery phase” of shopping to purchase and ownership, the company said in a statement Friday. Bernacchi also will develop brand messaging “to support the Mazda Premium brand vision.”

Mazda has been trying to drop its economical image and create a semipremium space where it can sell higher-priced, more upscale vehicles. The automaker is working to build better brand value by redesigning vehicles to match that semipremium image and now is honing in on its appeal through customer interactions.

“As customer tastes and expectations change, and Mazda moves itself to a new, more premium, position in the industry, it is critical that Mazda be laser-focused in our approach to how we tell our proud brand story at every touchpoint in the customer’s journey with us,” Mazda North American Operations CEO Masahiro Moro said in the statement. “Dino’s leadership experience in doing exactly that in the past is why he is perfectly suited for this role at Mazda.”

Bernacchi will report to Moro, who is also Mazda Motor Co.’s global chief marketing officer.

Previously, Bernacchi served as marketing director at Harley-Davidson Motor Co. He also has worked in marketing and communications positions for General Motors, Visteon Corp. and Campbell Ewald advertising.

Bernacchi begins at Mazda on May 1.

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