Personnel Articles , ,

Mike Quist speaks to the Mazda MX-5 Club recently.

Mike Quist speaks to the Mazda MX-5 Club recently.

THE Australian motor industry is mourning the death of one of the doyens of automotive public relations across more than two decades, Mike Quist. He was 69.

Mr Quist, a long-time PR manager for Mazda Australia, died suddenly last week in a Melbourne hospital after being flown by air ambulance to the city on Wednesday after becoming ill at his home in Bairnsdale, where he had lived in recent years with his wife of more than four decades, Ginny (Virginia).

Popular with motoring journalists, colleagues and rivals alike, Mr Quist is best remembered for his publicity flair, personal networking and witty personality that made him a natural for the public relations game.

Born and raised in Adelaide, Mr Quist dabbled in journalism before finding his true calling in public relations in Melbourne, working variously in agency and corporate publicity.

His entry to the motor industry came via BMC Australia – the company that introduced the famous Mini – in the 1960s.

For a time, he and Ginny ran a houseboat hire business and store at Paynesville, on the Gippsland Lakes, igniting a love affair with the area that he carried for the rest of his days.

He then joined what was then a little-known Japanese brand called Mazda in 1979 through Mazda Marketing Services, with Len Bainbridge, driving sponsorships in areas such as motor racing – with Allan Moffat and his Mazda RX-7 – and lawn bowls.

At the time, the Mazda import business was fragmented across different importers, including Queensland-based public company GWA, but when the brand was united as Mazda Australia in 1987, Mr Quist became its first national PR manager.

He was instrumental in forging the brand in Australia and putting it on the path to becoming the biggest Japanese vehicle pure importer in Australia.

Former Mazda Australia managing director Malcolm Gough described ‘Quisty’, as he was known to all, as very much a family man who delighted in their every achievement.

As well, he helped to put Mazda on the map.

“He was very much a leader in automotive PR and helped forge strong and lasting relationships with the press which ensured Mazda received significantly more exposure than our market share at the time justified,” said Mr Gough.

“Part of Mazda’s success today is due to Mike’s efforts and his approach to PR. Mike will be sadly missed.”

Current Mazda Australia managing director Doug Dickson, who spent 14 years working with Mr Quist, said his skills were valuable as Mazda struggled when the dollar crashed and burned in the late 1980s.

“Mike’s rapport with the media hid many sins because we were then years away from products that truly justified the prices we had to charge,” he said.

“Mike also helped shape our culture. His hard work and drive to squeeze PR opportunities where none appeared evident was an inspiration none of us has forgotten.

“Mike could also celebrate the good times. But I can vouch from experience that there was no place for inflated egos around Mike’s at times devastatingly acerbic wit. A Mazda legend. Mike will be missed by many.”

Mr Quist loved to muck about in boats, enjoying family weekends on his houseboat at Lake Eildon for many years.

After retiring from Mazda in 2001, he bought a clipper cruiser boat – named Margaret Genevieve, after his mother – and then spent countless weekends on the Gippsland Lakes with Ginny, his daughter Jackie – a well-known Channel Seven current affairs reporter – son David, five grandchildren and friends.

To make the most of their new acquisition, Mr Quist and Ginny moved to Bairnsdale, in Gippsland, where he worked for the local council, helping to promote the region.

He recently quit that position and had started writing for the Gippsland Times, and was considering a new business opportunity with recently retired Melbourne journalist and best mate Geoff Easdown.

A life-long Essendon Football Club supporter, Mr Quist spent many cold Melbourne Saturdays cheering the Bombers from the grandstands.

Former workmate and current Mazda Australia NSW PR manager Allan Horsley paid tribute to ‘Quisty’, describing him as “simply a great guy”.

“Everyone was welcome to share a meal with him and his gorgeous wife Ginny at any time day or night,” he said.

“Mike loved his family, good red wine, good food, work and his art collection, probably in that order.

“He changed the direction of car company public relations in many ways. The world will be a lesser place now he has moved on.”

Quisty’s funeral will be held in Melbourne at St Joseph’s Church, Stanhope St, Malvern, at 1pm Tuesday.

By Ron Hammerton

 

RIP Quisty: Former Mazda PR manager Mike Quist (left) and wife Ginny receive life memberships of the Mazda MX-5 Club of Victoria from the club's Murray Finlay.

RIP Quisty: Former Mazda PR manager Mike Quist (left) and wife Ginny receive life memberships of the Mazda MX-5 Club of Victoria from the club’s Murray Finlay.

Manheim
Manheim
Manheim
Gumtree
Gumtree
AdTorque Edge
DealerCell
PitcherPartners
MotorOne
Schmick