Jay Amestoy, who led Mazda's North American PR for nearly 22 years after agency posts in Los Angeles, will retire at the end of 2012.
Mazda North American Operations, based in Irvine, Calif., said Amestoy will continue in an advisory role to CEO Jim O'Sullivan, starting Jan. 1, 2013.
Jeremy Barnes, director of PR and brand experience, will take the reins, while Amestoy's motorsports division duties will fall to John Doonan.
Vice president of public affairs and motorsports, Amestoy is the company's longest serving corporate officer. Mazda credits him with building the reptuation of the Mazda bran with media, dealers, government officials and the general public since 1991.
"Jay has not only been an advocate for the Mazda brand, but has been instrumental in building it up to what it stands for today," said O'Sullivan.
He was previously a senior VP and managing director for Hill+Knowlton Strategies in Los Angeles and senior VP for GCI Group, handling auto accounts at both stops. Eariler, he worked PR for Volkswagen and its Porsche/Audi division.
He started out in auto jouranalism at Argus Publishing and Road & Track.
Mazda has more than 700 dealers in the U.S. and Mexico.
Operations in Mexico are managed by Mazda Motor de Mexico in Mexico City.