Mazda is a producer of fun-to-drive, economical, and inexpensive autos. They’ve constructed their fame round vehicles just like the MX-5 Miata, Mazda3, and CX-5. Now their ambitions transcend the Zoom-Zoom and firmly goal premium luxurious producers like Lexus.
Producers shifting upscale is nothing new, as luxurious vehicles are way more worthwhile than low-cost economic system vehicles. Mazda thinks it has what it takes to tackle the posh institution and has outlined a plan that might see the Japanese firm be a real contender within the section.
Mazda’s plan for luxurious domination begins with their new RWD platform
British automotive journal Coach not too long ago interviewed Mazda UK’s managing director Jeremy Thomson. It’s a well timed interview as Mazda has simply up to date their best-selling CX-5 SUV and is about to unveil the all-new CX-60 SUV. This comes forward of Mazda’s greater plans to introduce extra hybrid and EV fashions primarily based on a brand new RWD chassis. Mazda has been slowly creeping upscale with their autos, however now Thomson reveals the extent of their plans.
When talking with CoachJeremy Thomson had this to say about Mazda’s future, “Our aspirations are to develop into a reputable various to the standard mainstream premium and which means non-German. We’re not trying to mimic German premium as a result of that’s very nicely catered for with the present incumbents and possibly inconceivable to beat them at their very own recreation.
“However we do strongly really feel that there’s a place for a Japanese premium and which means defining what we imply by Japanese premium and that can take a while to ship.
“In the mean time, in fact, Lexus operates in that space and is a couple of third the scale of Mazda in gross sales phrases. We’re looking for a barely completely different house from the place they sit in the present day.”
Mazda doesn’t need to develop into a BMW or Mercedes-Benz
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The attention-grabbing a part of Mr. Thomson’s interview is his assertion that the model doesn’t need to copy what BMW and Mercedes-Benz do. As an alternative, Mazda desires to carve out its personal area of interest and set up itself as a luxurious model various for patrons who need one thing completely different than conventional German luxurious.
There are actually loads of alternatives for them to do this. The small Japanese producer has at all times gone their very own means. They developed a few of the most attention-grabbing and fun-to-drive vehicles and SUVs. They’ve additionally pioneered numerous progressive expertise. If that continues, Mazda may show to be a implausible various from conventional luxurious manufacturers.
Lexus has at all times been known as the Japanese Mercedes-Benz, particularly in reference to the massive LS sedan. Mazda may place itself as a viable various to Lexus. However it wants to stay distinctive sufficient to keep away from tiresome comparisons to conventional premium German manufacturers.
What does this imply for future Mazda autos, and is there a hazard that they may lose the fun-to-drive issue?
In the mean time, that is all technique and brand-positioning discuss. That may change at any time and can possible take years to ascertain. The upcoming CX-60 SUV will go a protracted solution to persuade automotive customers that Mazda has the posh items. Nonetheless, they’re behind by way of hybrid and EV fashions. They’re making up floor, however nonetheless a methods off the place they have to be.
The Miata and Mazda3 stay in style and are genuinely nice to drive. That ought to imply there’s little hazard that Mazda will ditch these fashions in favor of upscale luxurious vehicles. We may count on their efficiency and sport fashions to get extra luxurious options, higher expertise, and probably hybrid or absolutely electrical powertrains.
Regarding the fun-to-drive issue that Mazda is so well-known for, Thomson had this to say, “The idea that the motive force is on the coronary heart of the automotive is greater than only a model cliché: it truly is one thing that’s designed in to Mazda merchandise, going again to the basics of Mazda MX-5 [Miata].”
For fans, that ought to imply disaster averted. For patrons in search of an alternative choice to conventional luxurious manufacturers, Mazda may show to be an thrilling new choice. May we even see a revival of the rotary engine? Right here’s hoping Mazda can pull off its formidable plans whereas nonetheless sustaining the traits that make the model’s vehicles so pleasant to drive.
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