Case studies
Mazda MX-30 product training
Case studies
Mazda MX-30 product training
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.
The challenge
- 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
The Promata solution
- 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
The result
- 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
“Expert, creative, reliable and engaged. 20 years of cooperation with Promata speaks for itself, and the motivation is stronger today than ever!”
Cornelia Schmitz
Non-technical training supervisor
Mazda Motors (Deutschland) GmbH