W
hen Mazda announced its support of six important
kart-racing organizations last year, the commitment
was all about the company\u2019s unique Motorsports
Development Ladder System that links karting to the
professional car-racing ranks. Now one karting family (among
11 karting families who have purchased Mazdas in the last
year), the Gennarises of Boca Raton, FL, have repaid Mazda in
kind with their purchase of twin MAZDA3s for father and
daughter. The most impressive element of the their purchase
was not just that it resulted in the sale of two vehicles in one
day. Rather, it was the motive: The family is so appreciative of
Mazda\u2019s support of karting that they just wanted to give
something back. Are these great customers or what?
The Gennaris family got involved in karting six years ago via
a typical scenario\u2014father Joe and son Jarvis were looking for
something to do together. \u201cMy son was eight and liked fish-
ing, but I didn\u2019t,\u201d Joe explains. \u201cI liked tinkering in motorsports
and had put myself through school working in a speed shop.
We bought a cadet (junior) kart from a guy who was selling
Christian Fittipaldi-brand karts, and that was it. Fittipaldi him-
self took Jarvis to his first race and Jarvis drove on the Fittipal-
di team for the next four years.\u201d
The Family That Karts
(and Drives Mazdas) Together
Since then Jarvis, now 14, has skyrocketed through the youth
karting ranks. The family has traveled to races and champi-
onships across the United States and to Dubai, Mexico, and Por-
tugal. And Jarvis has already won several national titles. Last
January, he was scheduled to compete in the annual Skip Bar-
ber Karting Shoot-out in Sebring, FL, as the event\u2019s youngest
driver. His mom manages Jarvis's racing career and home school-
ing, while brother Joey manages electronic data acquisition for
the karts. \u201cDad,\u201d laughs father Joe, \u201cpays for everything.\u201d
Back home in Florida, last December, teenage daughter
Jaime needed a new car while Joe sought to replace his pickup
truck, unnecessary since Jarvis joined a factory race team. An in-
veterate Volkswagen family, they had their eyes set on a new
Jetta to replace Jaime\u2019s aging one. But by lucky coincidence, lit-
erally next door to the VW dealer in Coral Springs was Coconut
Creek Mazda. \u201cMy wife said, \u2018Mazda has sponsored so much
of Jarvis's racing, let\u2019s go in.\u2019\u201d
Sales Consultant Robin Weisman greeted them warmly, and
Joe explained what they needed and what the budget was.
\u201cShe made me a great deal on a four-door MAZDA3for
Jaime,\u201d he recalls. \u201cIn fact she made us such a great deal that
I said, \u2018I also like that red MAZDA3five-door\u2014what\u2019s the gas
mileage?\u2019 So I bought it too. Robin didn\u2019t know that I was will-
ing to spend at least as much as I would have for the Jetta and
more. What was ironic was we saved money with Mazda.\u201d
As expected, the Gennarises loved the purchase experience
as much as they are enjoying driving their new MAZDA3s. \u201cThe
brand was well represented by Robin,\u201d Joe says. \u201cWe spent
most of the day with her by the time the cars were prepped,
and we all had a great time.\u201d\u25a0
Top, karting family (from left) Joe, Jean, Jarvis, and Jaime Gennaris,
with dad and daughter's MAZDA3s, purchased at Coconut Creek
Mazda in Coral Springs, FL. Inset, Jarvis Gennaris behind the
wheel of his kart racer.
Mazda\u2019s support of kart racing
yields the business and loyalty
of a Florida family.
The Family That Karts
(and Drives Mazdas) Together
Photo by: Ken Johnson / soa-design.com
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