ALL-WHEEL DRIVE, A PREMIUM EVOLUTION

At Mazda, the driver is at the heart of everything we do, and Jinba-Ittai, the feeling of oneness between car and driver, defines our brand and evolution into the premium space.

This human-centric approach is why all Mazda systems and technologies are meticulously designed to create the most effortless, joyful driving experience possible. The adoption of all-wheel drive (AWD) plays a critical role in this evolution, and the overall driving experience.

In fact, Mazda i-Activ AWD^® is a direct extension of the Mazda brand promise, and a feature that consistently creates premium brand impressions among our most loyal demographics. Designed with state-of-the-art technology, i-Activ AWD^® is built to Mazda standards for driver control and confidence — in all road conditions, all the time.

It's also important to understand that there are no geographic limitations for Mazda i-Activ AWD^®; the system works seamlessly, in the background, constantly monitoring driving conditions — whether you are driving through the desert, or up the mountain on a snowy morning.

PURCHASE CONSIDERATIONS & BRAND PERCEPTION

Current research shows that most Independent Achievers (IA) view AWD as an important or critical feature. Moreover, these same Independent Achievers associate AWD with premium brand qualities, such as Driving Performance, Responsiveness and a Premium Brand Experience where it counts the most — from the driver's seat.