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Mazda Test Drive Experience
Stage 2: Visioning
Visioning sets expectations for what the
customer will notice and feel while driving
a Mazda.
You are painting a mental picture of the
experience. By doing this, you focus the
customer’s attention on the details that promote
an emotional connection between car and driver.
There are three steps in visioning: introduction, communication, and invitation.
Introduction
• Differentiate the Mazda Test Drive Experience from other demonstration drives
• Provide an overview of the experience, that is, its duration and objective
• State that all Mazda vehicles are designed to be sporty and energetic
Communication
• State how a Mazda communicates directly with the driver through the steering wheel, pedals, and seat of the pants
• Review the test drive route using the corresponding map
Invitation
• Invite the customer to go on the test drive
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