Mazda Canada is taking its Coffee Tour to Montreal, expanding the program to a second Canadian city after launching it in Toronto.
The automaker announced a six-stop Montreal route on Sept. 29 that takes participants through several neighbourhoods while highlighting the city’s café culture and history. Mazda’s CX-70 and CX-90 plug-in hybrid electric vehicles have been named the official vehicles of the tour.
Mazda partnered with Thom Seivewright, founder of Montreal Expert, to provide historical and cultural context for the route. Stops include Café Olimpico and Alphabet Café in Mile End, Café Saint-Henri in Mile-Ex, Arthurs in Saint-Henri, La Cave à Manger in Old Montreal and Café Social B Hive in Griffintown.
The initiative follows the inaugural Mazda Coffee Tour in Toronto, which focused on the city’s multicultural café scene. The Montréal edition similarly uses local businesses and neighbourhoods as the backdrop for a Mazda brand experience.
“At Mazda, we believe some of life’s most meaningful moments happen when people come together,” said Amy Fleming, President and CEO of Mazda Canada, in a statement. “For generations, Montreal’s cafés have served as gathering places where communities connect, ideas are shared, and relationships are built.”
Mazda is also using the program to showcase its electrified vehicle lineup. The Montreal route features the CX-70 and CX-90 PHEVs, with the automaker positioning the models as a way to travel between the different neighbourhood stops using electrified driving.
The Coffee Tour is available as a route Canadians can follow themselves, rather than a one-time event, and Mazda is also continuing to make its previous Toronto locations available through the program.
