Actress Haruka Ayase announced her appointment as a brand ambassador for Mazda during a presentation for the new CX-5 in Tokyo on Thursday [1].
Ayase is one of Japan's most prominent public figures, and her partnership with a major automotive manufacturer signals a strategic marketing push for the new vehicle model. The appointment links the brand's image with Ayase's broad appeal across different demographics.
During the event, the 41-year-old actress [1] discussed her personal aspirations for the year, saying that her primary goal is to go camping. She said, "What I want to do this year is camping. I hope I can do it this year" [1].
Ayase said that her interest in the outdoors grew after experiencing camping scenes during a commercial shoot. She said she wants to utilize the spacious cargo area of the vehicle to travel with her pets, a feature she highlighted as a key draw of the new model [1].
When asked whether she preferred the mountains or the ocean, Ayase declined to choose one over the other. "I like both," she said [1].
The event served as the official unveiling of the new CX-5, with Ayase serving as the face of the campaign to promote the vehicle's versatility for outdoor lifestyles and pet owners [1].
“"What I want to do this year is camping. I hope I can do it this year."”
This partnership leverages celebrity influence to position the Mazda CX-5 not just as a commuter vehicle, but as a lifestyle tool for the growing outdoor and pet-friendly travel market in Japan. By associating the car with Ayase's personal goals and interests, Mazda aims to humanize the product's utility through a trusted public figure.
