Case studies

Mazda MX-30 product training

Case studies

The Mazda MX-30 was launched on the German market in September 2020. In the run-up to the market launch, all sales representatives got to know the new product during 3 product training seminars on theory and practice.

Organising a three-stage product training programme for sales reps, service consultants and directors of the German Mazda retail organisation in December 2019 and the spring and autumn of a COVID-19-affected 2020.
Disseminating product knowledge about the first fully electric vehicle of the Mazda marque and on the electric vehicle market in general
Tour 1: Sales rep workshops at three locations in the course of the dealership conventions in December 2019 to announce the launch of the new product in the autumn of 2020
Tour 2: Regional sales rep workshops in February 2020
Tour 3: Motivational product training seminars with test and comparison drives at four locations in Germany
One-day events
Training seminars in special locations and renowned hotels matching the brand
Implementation of an appropriate hygiene concept in the critical time window in the autumn of 2020
Participant management with optimal training workload

Project management and coordinating point of contact for the customer
Tour 1: three events each with 100 participants
Tour 2: 52 one-day events at 23 locations, participant management for 900 people
Tour 3: 38 one-day events at 4 locations, participant management for 880 people
Tour planning, research and reservations
Purchasing for all trades, budget management
Selection of the locations (4-star hotels with venues that are accessible for vehicles as well as a sufficient electricity supply for charging 16 fully electric test vehicles on each day of the event)
Participant management
Support hotline and back office before and during the events
An appropriate hygiene concept for tours 2 and 3
Small groups of participants in order to virtually rule out the risk of infection in the hotel and during the test drives

A very satisfied customer
Top assessment scores from the participants (evaluation result of 1.4 to 1.5 for all tours)
It also proved possible to persuade sceptical sales reps that the new product will tie in with the brand’s successes
Trouble-free events
2,300 accident-free test drives
Good implementation at the hotels
100% healthy participants!
98% attendance at the events
Within budget

Cornelia Schmitz

Non-technical training supervisor
Mazda Motors (Deutschland) GmbH

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