What's going on with Mazda
One of our favorite car companies seems to be in trouble. The auto press regards Mazdas, for the most part, as excellent cars to drive. The Mazda 3 won a number of awards this year for example. But Mazda thinks Americans don't like the way their cars drive and the company is making changes. AutoWeek points out a number of problems customers had with the vehicles but doesn't offer where these suggestions came from (surveys, research etc.) Among the problems are small cupholders, subpar climate controls, smallish seats, too firm a ride and no techno help for iPod, Bluetooth, satellite radio and navigation systems. All these things tell Mazda they need to change their product. That would be a big mistake.
Mazda needs to address the climate controls for sure, but not many vehicles out there were equipped for iPod or Bluetooth and are adjusting through aftermarket integration. Most of all the ride in the 3 and 6 are terrific. How much bump absorption do people want? The 3 is near silent on the highway and is a blast to drive. And we dont think theres anything wrong with the seats either. Mazda should know it cant compete with Honda and Toyota as an appliance and with Mitsubishi floundering they could take over as the sporting Japanese brand. Somehow Mazda just isnt reaching folks with their vehicle line-up. In Chicago the 3 is multiplying fast as a hip urban car and Ford obviously believes enough in the 6 to base seemingly dozens of platforms off of it but for some reason folks arent buying as many as Mazda expected. Maybe adding options our readers want like stability and traction control makes more sense. But go ahead and fix the cupholders and A/C, widen the seats for American-sized asses but dont mess with the spirit of these cars. That will be a huge mistake.
Reader Comments (Page 1 of 2)
KIVERS 10:59PM (12/18/2005)
Mazda has some very nice cars, I've driven my friends new 6s and I love it. However the climate control does suck, and the lack of optional navigation system really hurts them. I am in the market for a nice mid-size sedan with nav, and the altima and the accord are really the only choices. If Mazda offered a nav system in the 6 in the US (they offer it in other countries) I would certainly be down at the dealer to put a deposit down. I know the new Mazdaspeed 6 will have navigation, but it looks like junk.
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Chris K 10:59PM (12/18/2005)
Mazda, if you're reading this, please don't change anything until next year. I'm in the market for a Mazda3, and I sure don't want a Corolla-fighter.
Of course, if someone can point me to another $20K car with a navigation system, I'll gladly give up on the Mazda. :)
(Is there one?)
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Seth L 10:59PM (12/18/2005)
So the only complaint I agreed with in the article was the poor HVAC like David said, and I think that would be a drawback everywhere, and not just in the US?
Do they see the RX-8, 3, 6 and miata as steps in the wrong direction?
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Whydrive 10:59PM (12/18/2005)
I hate to say this but I think Mazda should introduce a 9 series car (back from the 929 days). This car should target the high-end of the Accord, Camry, and potentially Avalon. Make this car the "flagship" sedan that is roomier, smoother and more luxurious and keep the "6" sporty, akin to what Honda is doing with the Accord and the TSX.
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Gary 10:59PM (12/18/2005)
Agreed completely. I see Mazda as the one Japanese manufacturer who offers something different from the typical appliance. I read that article earlier today and thought exactly the same thing as in this entry. If they make their cars the same as Honda and Toyota, then why would anyone really be interested in a Mazda?
Also, and maybe it's just me, but I really don't get the popularity of navigation systems. Does everyone but me travel all the time?? In unfamiliar territory? Or even, better it probably wouldn't hurt to just learn to read a map.
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Zeke 10:59PM (12/18/2005)
I too a hard look at the 3, and a lesser interest in the 6 when shopping for a car last September. I was wowed by the Ginza-district interior lighting, the myriad of daytime design details, the great handling and the lengthy options list.
What made me lose interest however was the motor, all-black leather interior in Florida sun w/ the allegedly weak climate control... and most importantly the dealer experience.
I tried to talk to dealers in both New York and Florida, and couldnt get a straight answer on sale pricing. All wanted list price on end of the year lot queens. One Florida dealer tried to force the sale by offering an unpleasantly high monthly payment. That "would be gone if you walk out the door." Whats worse is that many Mazda dealers sold VWs too, but werent willing to give me a fair trade in price on mine.
I think the niggles Mazda is worried about could be solved with a more (and I hate to use this cliche) "Zoom Zoom" sales experience. Something painless, less Ford -- more quirky and fun. I might have been sold on what they had in the lot had I not felt herded and forced into a corner at any of the Mazda showrooms I visited.
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David Thomas 10:59PM (12/18/2005)
gary
you and I need to have a drink. we sure think the same. I'm guessing map sales have dropped lately. But the nav systems are great when traveling. Every rental fleet should be equipped. For home towners that just commute it seems silly.
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Chris K 10:59PM (12/18/2005)
I'm looking for an integrated nav system cause I DO drive in new territory often. Finding someone's house, or a museum in a different town, or a national park way off in the boonies, or (when in my Miata) just finding my way home after heads-down hunting for twisties.
It's useful enough to me that I would pay a $1500 premium for an OEM nav system. Definitely.
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Seth L 10:59PM (12/18/2005)
So, maybe Mazda will try a piston-driven RX-8 now?
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Gary 10:59PM (12/18/2005)
Sounds great! Who's buying?? :D
I agree about the rentals - there it makes perfect sense. I just can't imagine how little I would use one in a daily driver though. Factor in their usually high option cost and it's a non-starter for me.
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Autoguy 10:59PM (12/18/2005)
I remember before the 6 came out, that Mazda had interviews with their engineers on their website talking about how comfortable the new 6 would be, because of the effort they put forth to make the seats conform to circulation, height, etc. At the last LA autoshow, I literally sat in 100 cars and trucks, and the Mazda 6 was by far the most comfy. So if this company is taking advice to improve, we might see some pretty amazing vehicles. On the other hand considering what they did to themselves in the early 90s, maybe we should be panicking.
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Whydrive 10:59PM (12/18/2005)
On the topic of the Nav system, Mazda might as well set up a deal with Garmin and sell portable nav units at a discount with the cars. It's much cheaper than re-doing the cars (especially the 3) where it's not exactly known how popular the nav units would be.
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Travis 10:59PM (12/18/2005)
zeke, agree completely. if the mazda salesman hadn't been such a douche it would've made the decision between a 3 and a tc much MUCH harder. talking down to an informed buyer is one thing, not willing to deal on an '04 car in mid october when you have at least 6 on the lot is just bad business practice. no incentives on the 3 then, either, so i picked up an '05 tc for about 2-3k less than a comparably spec'd mazda3 (5 door).
was a little put off by the fact that the toyota dealership was packed and yet we still had 3 different people ask us if we needed anything within 15 min. was DESERTED in the mazda place, and still had to go to someone to test drive after looking at it for 20 min.
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Robert Rudorf 10:59PM (12/18/2005)
stepping into a mazda showroom is a trip back 20 years. all that weird blue formica and grey fabrics on the cubicles. mazda's script logo is very dated. that is one company that never appears on my radar at new car shopping time. their advertising reminds me on the nissan "awesome" campaign in the 80's as well. this has nothing to do with product i realize, just the overall experience that keeps me zooming away from them.
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starlightmica 10:59PM (12/18/2005)
Zoom zoom: it's hard for a carmaker to have a sales theme or pitch these days. Mazda has good, solid product, and does well from the sport angle, but judging from that article the American public wants cushy cars for their wide asses. That's really too bad, Mazda shouldn't need to be a Toyota clone. It doesn't help that the Mazda6 and MPV are currently smaller than the competition.
Electronics: Offering an iPod link that responds to steering wheel controls would be a good idea although that's just catching up with half a dozen other automakers. Standard Bluetooth connectivity, audio-in jacks, and MP3 compatible CD players would cost little and would help with mindshare with the younger set.
Mazda isn't known for their navigation systems - I can't even remember reading a review of the unit offered in the RX-8 and Mazda3. Unless you're going to get a state-of-the-art system such as in the Honda Odyssey, probably better to save $1000 and get a TomTom Go or other nav system.
Safety: Other manufacturers have this angle better covered. Mazda doesn't offer stability control on most vehicles and until MY2005 made it very difficult to get side curtain airbags on the Mazda6 as it was available only with every other major option. Look at Hyundai - ABS, side airbags, stability control all standard on the upcoming 2006 Sonata.
Reliability: a recent sore spot with the RX-8, 6, and MPV, looking at Consumer Reports' reliability ratings. Glitches don't seem that major from what I've read but they add up, and those black half-moons and circles don't look good compared to the competition.
Technology: direct injection across the board would be great although the public probably wouldn't notice. Hybrids using Ford technology would be more visible. Imagine the RX-8 with electric assist to counteract that lack of torque at low RPM's and improve fuel economy - better than a supercharger.
Halo vehicles: MX-Crossport looks good, needs to hit the showroom ASAP before Americans lose their lust for SUV's (if ever). And more Mazdaspeed, of course. RX-7 wouldn't be cheap to develop, but you never know. The Miata's time is over as a halo, the US market is done with roadsters (for now). I should know, I drive one.
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Sid Ghosh 10:59PM (12/18/2005)
Madza. Make improvements, but NEVER change. By FARRR, the most fun lineup of cars. The Mazda 6 Sport with the GFX package looks better than some sports cars. Makes the Accord/Camry look like the appliances that they are.
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Sid Ghosh 10:59PM (12/18/2005)
Madza. Make improvements, but NEVER change. By FARRR, the most fun lineup of cars. The Mazda 6 Sport with the GFX package looks better than some sports cars. Makes the Accord/Camry look like the appliances that they are.
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Ben Kraal 10:59PM (12/18/2005)
Seth L said: So, maybe Mazda will try a piston-driven RX-8 now?
I really hope not. The Rotary engine is the heart and soul of the RX-8.
I hope that Mazda isn't going down the path it went in the mid 90s - great looking and well made cars that no-one bought, only to rebound with boring looking cars that were well made - a niche that Toyota fills and Honda and Mitsubishi seem to want as well.
David, Gary - come to Australia and I'll buy you a beer and we can wonder about the perceived importance of Nav systems together. They're still a premium product here and I hope they stay that way.
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Bob 10:59PM (12/18/2005)
Mazda and Nissan have already gone down the road of watering down their cars in the 90's in search of a "broader" audience and it nearly caused both companies to go under. I think the reason that Subaru is doing well and continues to grow is because they've done a really good job of understanding their niche and have stuck steadfastly to it. Trying to compete directly with Toyota or Honda will only backfire on them. I think Mazda really needs to listen to those who are buying Mazda and concentrate on making good cars that satisfy this segment.
Not everyone wants to buy a Taurus sized landboat, Ford & the other domestics already have that market cornered. Besides, those that want land barges aren't likely to check out Mazda anyway. Going down that road will only loose them the customers that bought Mazda because they wanted a small practical car that handles well.
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Seth L 10:59PM (12/18/2005)
BenKrall-
"I really hope not. The Rotary engine is the heart and soul of the RX-8."
Can't we have both? Right, right, have to retool the assembly line, so... No.
But something else that Mazda really got wrong, in my mind, was not bringing over their line of sexy JDM-only Miata coupes. Those things were brilliant, and I would still like to have one.
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