Mazda vehicles are “it” cars among many automotive enthusiasts, who gush over their handling, bang-for-buck value, and design. The MX-5 (formerly known as the Miata, is one of Flint’s favorite cars), and the Mazda3 is widely considered one of the best cars available among reviewers.
Mazda’s problem, Flint argues, is rooted in its past, when the company tried to compete directly against Toyota on their home turf in Japan. While the company's current "Zoom Zoom" campaign has separated it from the world’s second largest automaker’s shadow, Mazda's small size, still growing dealership network, and leadership shuffle have hampered its growth. Historically, Flint says, companies in similar situations have collapsed, but, he then reminds readers what Henry Ford thought of history.