Mazda zooms off to Mexico

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[Detroit] Mazda North American Operations will start selling cars in Mexico in the second half of 2005. The Ford Motor Co.-owned brand's U.S. agency independent Doner, Southfield, Mich., and Newport Beach, Calif., pitching with Grupo Ferrer, Mexico City, bested unnamed contenders, said Leopoldo "Polo" Orellana, managing director of the new Mazda Motor de Mexico. Mr. Orellana was managing director of Ford's Lincoln Mercury in Mexico. An executive said WPP Group's J. Walter Thompson, Mazda's agency in some parts of the world, was unsuccessful in the pitch. He said the company will follow the worldwide "Zoom-Zoom" positioning of Mazda, originally created by Doner for the U.S. market.
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