Mazda Motors UK.
Driving Success with The Motability Scheme.
Mazda Motors UK wanted to provide its Dealer network with a clear, structured guide to help them maximise the opportunities available through The Motability Scheme. The goal was to equip Dealers with the knowledge, strategies, and tools needed to successfully engage with Motability Scheme customers, drive sales, and enhance customer experience.
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India Turner
Marketing Communications Specialist at Mazda Motors UK Ltd.
Challenge
Many Mazda Dealers had limited understanding of The Motability Scheme and how to make the most of it. While some were already engaged, others needed support in recognising its potential as both a business opportunity and a way to serve an important customer segment. The challenge was to create a guide that was both informative and actionable, making it easy for Dealers to understand.
Insight
To address this, we developed a comprehensive Dealer Guide structured around three key questions:
- What is The Motability Scheme? A clear explanation of how it works, eligibility criteria and what's included in the Scheme.
- Why is it a great opportunity for Mazda Dealers? Insights into both commercial and customer benefits.
- How can Dealers achieve success? Practical steps, strategies, and best practices for maximising results.
We Are Acuity were tasked with writing and sourcing suitable content for the guide from start to finish, providing Dealers with a structured approach to The Motability Scheme, covering essential topics such as training and accreditation, promotional strategies, accessibility expertise, web presence, events, partnerships, and the Mazda Dealer Marketing Tool.
We embarked on a full journey of discovery, absorbing The Motability Scheme website to fully comprehend the process and their new branding, understanding the role of Motability Operations, government Mobility Allowances and how it can be applied by Mazda’s Dealer network to increase sales and build reputations.
With this extensive knowledge we proposed content and a recommended format for relaying the information. We recognised that there was a lot of online resources at the network’s disposal so our solution needed a clear way to direct viewers to Motability Scheme and Mazda assets, plus the government’s web pages and more useful references like Purple Tuesday. We worked up a page plan for an interactive PDF and set about writing jargon-free explanations and designing an easy-to-navigate guide.
Deliverables
- A professional, interactive Mazda UK Dealer Guide on The Motability Scheme.
- Clear, engaging content that balanced formal guidance with a supportive tone.
- Actionable insights and best practices tailored to the Mazda Dealer network.
- A framework that allowed Dealers to quickly grasp the scheme’s potential and implement effective strategies.
Results
- The guide was successfully delivered to Mazda UK and distributed to their Dealer network via Mazda's Dealer Marketing Tool.
- It provided a clear, structured approach that made the Scheme easy to understand and market.
- Dealers now have a valuable resource that helps them drive engagement, improve customer experience, and increase Motability Scheme sales.
- Mazda UK gained a stronger, more informed Dealer network, better equipped to leverage the Motability Scheme opportunity.
Giacomo Desiderio
Fleet Marketing Specialist at Mazda Motors UK Ltd.
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