Mazda Demio goes on sale in Japan
The new Mazda2 has officially gone on sale in Japan, several months after the car made its world debut at the Geneva Motor Show. Known locally as the Demio, the new B-segment model, now in its third generation, has some big shoes to fill. Previous generation Demios were Mazda's most popular models in the Japanese domestic market, selling 1,040,000 units since its introduction in 1996.
For its latest version, Mazda expects to sell up to 5,000 units per month, which shouldn't be hard seeing as it weighs 100kg less than the outgoing model and features top class fuel economy, safety, performance and comfort levels. The Japan spec model comes with the newly developed, naturally aspirated MZR 1.3L Miller-cycle engine and an optional CVT, which gives it a fuel efficiency of 54mpg.
We can't wait to see what Ford does with the platform when it introduces its own version of the car towards the end of the decade.
[Source: Mazda]
Click ahead for the full press release.
Mazda Motor Corporation has announced the Japanese launch of the fully redesigned Mazda Demio (known overseas as the all-new Mazda2) which goes on sale at all Mazda, Mazda Anfini and Mazda Autozam dealers throughout Japan from today, July 5, 2007. The target sales volume for the all-new Demio is 5,000 units a month. Prices range from 1,125,000 to 1,580,000 yen (including tax).
The first generation Mazda Demio went on sale in August 1996. It heralded a new trend in the compact car segment for exceptional space and functionality in a conveniently compact vehicle. The second generation Demio improved on the characteristically Mazda-like driving dynamics and became a popular choice for many consumers. As of May 2007, the Demio had a total production volume in Japan of over 1,040,000 units and has become Mazda's biggest selling model in the Japanese market. The all-new third generation Demio was developed using a "personal smart commuter" concept, with the emphasis on emerging modern values such as increased concern for environmental and safety issues and a greater emphasis on design.
The all-new Demio offers driver-friendly functionality and packaging as well as individual styling that makes you want to get in and drive it. The design team aimed to inherit the fun-to-drive Zoom-Zoom DNA that is common to all Mazda vehicles and balance it with top class fuel economy, safety performance and comfort levels. By completely redesigning the body and chassis, the new Demio is around 100 kilograms lighter than the previous model*. The Demio 13C-V grade combines Mazda's newly developed, naturally aspirated MZR 1.3L Miller-cycle engine with continuously variable transmission (CVT) to achieve top class 10-15 mode fuel efficiency of 23.0 km/L (rated by Japan's Ministry of Land, Infrastructure and Transport [MLIT]). This represents an improvement of approximately 20 percent over the previous model*. All model grades also offer superb environmental performance, with emissions at least 75 percent lower than Japan's 2005 standards.
Mazda's Representative Director, Chairman of the Board, President and CEO, Hisakazu Imaki, said, "The all-new Mazda Demio is a core global model and it is intended to accelerate our progress toward achieving the objectives set out in the Mazda Advancement Plan, our new mid-term plan announced in March of this year. Furthermore, this is our very first product that embodies "advanced Zoom-Zoom", offering harmony between driving pleasure and environmental and safety features, based on our long-term technology development vision, 'Sustainable Zoom-Zoom.' At Mazda, we will continue to drive our business forward through product-led growth and, at the same time, enhance our efforts to develop environmental and safety technologies to help realize a sustainable future."
The first generation Mazda Demio went on sale in August 1996. It heralded a new trend in the compact car segment for exceptional space and functionality in a conveniently compact vehicle. The second generation Demio improved on the characteristically Mazda-like driving dynamics and became a popular choice for many consumers. As of May 2007, the Demio had a total production volume in Japan of over 1,040,000 units and has become Mazda's biggest selling model in the Japanese market. The all-new third generation Demio was developed using a "personal smart commuter" concept, with the emphasis on emerging modern values such as increased concern for environmental and safety issues and a greater emphasis on design.
The all-new Demio offers driver-friendly functionality and packaging as well as individual styling that makes you want to get in and drive it. The design team aimed to inherit the fun-to-drive Zoom-Zoom DNA that is common to all Mazda vehicles and balance it with top class fuel economy, safety performance and comfort levels. By completely redesigning the body and chassis, the new Demio is around 100 kilograms lighter than the previous model*. The Demio 13C-V grade combines Mazda's newly developed, naturally aspirated MZR 1.3L Miller-cycle engine with continuously variable transmission (CVT) to achieve top class 10-15 mode fuel efficiency of 23.0 km/L (rated by Japan's Ministry of Land, Infrastructure and Transport [MLIT]). This represents an improvement of approximately 20 percent over the previous model*. All model grades also offer superb environmental performance, with emissions at least 75 percent lower than Japan's 2005 standards.
Mazda's Representative Director, Chairman of the Board, President and CEO, Hisakazu Imaki, said, "The all-new Mazda Demio is a core global model and it is intended to accelerate our progress toward achieving the objectives set out in the Mazda Advancement Plan, our new mid-term plan announced in March of this year. Furthermore, this is our very first product that embodies "advanced Zoom-Zoom", offering harmony between driving pleasure and environmental and safety features, based on our long-term technology development vision, 'Sustainable Zoom-Zoom.' At Mazda, we will continue to drive our business forward through product-led growth and, at the same time, enhance our efforts to develop environmental and safety technologies to help realize a sustainable future."
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Reader Comments (Page 1 of 1)
Hamud 8:00AM (7/06/2007)
5000 units per year??? Isn't it a lil bit low????
Anyway, the car looks amazing.
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felipe 8:20AM (7/06/2007)
seems low.
this should sell real well if it is up against things like that suzuki splash from yesterday. this is leaps and bounds better in apperance to me.
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cappuccino 9:46AM (7/06/2007)
this is really nice.
...looks like a cute egg.
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calebe 9:13AM (7/09/2007)
Hello Mazda, USA calling. Hello? Hellooooo? Echo anybody there?
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geo.stewart 8:42AM (7/06/2007)
if they sold a million over 10 yrs, that averages 100K/yr.
so 5K seems AWFULLY low in comparison. Jaguar numbers...
even 5000/month would seem low with a 100K benchmark over a 10yr period.
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geo.stewart 8:46AM (7/06/2007)
Of course, since its not the US market, maybe they are measuring in metric units.
oh, I slay myself sometime.
Atomicbri 9:30AM (7/06/2007)
I think 5000 a month is for local Japanese sales.... the other figures are for how many they have sold worldwide.
Micah 8:45AM (7/06/2007)
HELLO!!!! FORD, DODGE, CHEVY, are you listening. Bring your european products to the U.S.....today. When it comes to automobiles, why can't we learn from overseas? I'm sorry but I think that its taking too long to implement the option of diesel engines.
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geo.stewart 8:48AM (7/06/2007)
ahh, the actual press release states 5000/month.
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schlachter 9:41AM (7/06/2007)
seems like Ford has some great cars overseas like this Mazda2. It's awesome. Why do their domestics suck so bad? Ford, bring the European Focus and this Mazada to the US.
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Drewboy 9:18AM (7/06/2007)
I love the lines of this car. Bring it over to the US! :)
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epilonious 9:20AM (7/06/2007)
Miller Cycle? so an Atkinson cycle (intake cam stays open for part of the compression stroke for efficiency) supercharged for better low-end torque... neat! I remember when the Millenia S came with Miller cycles. Unfortunately they didn't sell that well.
*sigh* I get the feeling that all we will have in the US is the comparatively bland fiesta and it will probably have some 8-valve 2-litre that only gets 35 MPG.
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Atomicbri 9:32AM (7/06/2007)
Why is it that Mazda is not wanting to bring this small "zoom zoom" model to the US? Small is in now.... here where I live in NYC so may people are starting to buy smaller cars. Easier to park....great gas mileage, etc. Maybe there is a method to the madness. I predict Ford will bring it here as their model....so Mazda will not bring theirs so it will not cannibalize any Ford sales. Just my opinion. This is a great looking little car though!
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C. McFeeny 9:55AM (7/06/2007)
I get the feeling that Mazda USA doesn't sell the Demio (2) model because it would be "too down market" for what they perceive to be an upwardly model brand name (Mazda). If they did sell it, they'd have to price it way higher than what they think the market would be willing to pay for it. Thus, Ford is re-working the platform and will be manufacturing a version of it in Brazil for market to North America, including the United States.
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geo.stewart 10:02AM (7/06/2007)
hat to rain on anyone's parade but when your largest sedan is a small midsize, you are not upmarket.
This would not have a negative impact on Mazda's image. As something of a large boutique mftr/ small full mftr, this could steal a lot of scion, aveo, fit, yaris sales if it were properly priced and motivated. goa head and stick a zoom2 version motor in it (120-130hp) and sell it just under the Mazda3.
C. McFeeny 10:21AM (7/06/2007)
I never said that Mazda was "upmarket", I did however say that they seem to consider themselves "upwardly mobile". Anyone employed in marketing at Mazda USA would definitely say that they're not in the business of selling economy cars.
Either way, I agree that the Mazda2 would *not* be a hit to their image. I would love nothing more than to purchase one myself. However, Mazda USA is not listening and will not be bringing this here.
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Ben Levy 1:54PM (7/06/2007)
Does anyone else remember racing a Demio in Gran Turismo 1? That thing was beyond slow.
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jason 9:37PM (7/11/2007)
If Mazda doesn't bring this car to the U.S., I think it will be safe to assume that Ford's ever-idiotic product planners are calling the shots at Mazda as well.
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mickster 6:11PM (7/09/2007)
Saw it in person on Sunday night (Tokyo time) being driven around on a flatbed promotional truck in the Shibuya area of Tokyo.
It is one sweeeeet ride.
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