Mazda set to expand range
Click above for a high-res gallery of the Mazda Kazamai concept
According to president and CEO James Muir, the company would like to go a bit upmarket, attracting buyers looking for an aspirational brand. We're okay with that as long as Mazda's don't lose their sporty edge in the process. To make the transition, the automaker is looking to offer more variations of models already in its line and to add a few new ones. A new entry-level model could show up first, drawing styling cues from the company's radical concept cars such as the Kiyora concept recently shown as the Paris Motor Show. That new city car could be known as the Mazda1. A small crossover is also on the drawing board and was previewed by the awesome Kazamai concept from Moscow.
Also present and accounted for is the rumor that just won't die: a new RX-7, which would undoubtedly be powered by a version of Mazda's unique Renesis rotary engine. We'd expect the new RX to be a bit more than just an RX-8 with its rear doors lopped off, as the 7 has always been Mazda's top performer. That new halo car would complement the more aggressive MX-5 that the automaker is currently working on.
Gallery: Mazda Kazamai Concept
[Source: Autocar]
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Reader Comments (Page 1 of 2)
Crackberry Addict 9:30AM (10/16/2008)
Can't wait to see what they have up they're sleeves.
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Xcountryflyer 2:15PM (10/16/2008)
Mazda needs to hurry up and bring over the Mazda2 as well as bring out a new RX. My Mazda wishlist: 1. a small SUV that isn't rebadged Escape, 2. a sporty coupe ala the departed MX-6, 3. a $30-$35K sedan that would compete with the entry-level luxury/sport sedans and of course 4. a MS MX-5!
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Damian 3:26PM (10/16/2008)
I'd be pretty sad to see the suicide doors go away. Not too many options for a Dad trying to sneak a sportscar into the garage :)
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naggs 3:46PM (10/16/2008)
it would be nice if it got better mileage than a full size truck
Luis 2:22PM (10/16/2008)
I see nothing but good things coming from Mazda in the next decade...
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Benfolio 2:47PM (10/16/2008)
I know these plans have been in motion for awhile now, and it's nice to see them finally coming to fruition.
I wonder if Ford's backing out has anything to do with it?
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TJ 2:52PM (10/16/2008)
Bring back Amati!!!!!
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Dude 3:02PM (10/16/2008)
Don't go upmarket! Mazda tried this in the 90's and it almost destroyed the company.
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Benfolio 4:17PM (10/16/2008)
C'mon, the 929, the Millenia, the posh poser Camryesqe 626, those were all GREAT Mazdas!
Oh, and don't forget the Navajo. That's the SUV that put Mazda on the map.
TJ 4:56PM (10/16/2008)
The 929's were awesome vehicles.
Heybuddy 3:13PM (10/16/2008)
This looks pretty cool. Now would this make a great hybrid? I say yes, too bad it's not.
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ASEVENSEE4 3:21PM (10/16/2008)
I can't wait for the new turbocharged engines in 2011.
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epilonious 3:33PM (10/16/2008)
I am still holding out for the Kabura/MX4 to show up sometime. I thought it was gorgeous and I loved the idea of 3+1 seating.
It seems perfect for the cheap FR market that Hyundai is re-opening and Nissan/Toyota seems to be gearing-up-for.
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Jiggaman 3:34PM (10/16/2008)
RX-8 will never be as beautiful as the RX-7, but its not all bad. Instead of bringing back the RX-7 they need to look to the future. RX-9??? Take styling cues from the RX-7 but leave the name in the past a la Z cars. I'm all for them taking the company upmarket as long as they don't try to go too far.
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BoxerFanatic 5:10PM (10/16/2008)
I dunno...
So far their new design language has yet to truly materialize.
The Miata has gotten soft, and IMHO, uglier than the NB miatas, even the new refresh.
The RX8 has been left to languish for a long time, with only a slight refresh, which is actually worse, in 5 years.
The RX7 rumors have been flying since 2004 and the RX8 replaced the JDM-only swan song of the FD RX7, and nothing else with two doors and a hard roof has come since.
The Kabura was fantastic, and well liked, and has never appeared for production. Nothing.
The Tribute soldiered on, and has been augmented by two new CUVs... They may be sporty as CUVs go, but that isn't a sports car.
The Mazda5 has been tucked into a corner, which is understandable, it is a bit of a niche product.
The Mazda6 has now split from the 6 around the rest of the world, and has gotten fatter, lost two of the three body styles, and lost it's advantage over the Fusion and Milan, the V6-manual drivetrain, now NONE of them have it.
The Mazda 3 is going to get a facelift... whoopie it is a nice car, but it isn't carrying the whole brand.
So... On the strength of an aging RX8, and a soft miata, they claim to still be "zoom zoom."
I am not so sure. I am a Miata owner, and I am not that impressed with Mazda's direction, which seems more and more mainstream.
If they are going up-market, that means they will be focusing even LESS on real sportiness.
I'm not going to hold my breath on this one. Mazda needs to produce a real two seat, hard roof, high performance sports car. Whether they call it RX7, RX9, Kabura, or whatever.
They need to sport-up their 3 and 6 with Mazdaspeed versions.
And they need to implement their design language, rather than spending money on auto-show exhibits, which is all that their concept cars seem to be.
Personally, I think they should also branch into a mid-engined halo sports car to really solidify a new sports car credential. Base it on the Furai design, toned down for production. Sort of a cross between RX7 and the old NSX, as a competitor to Cayman, and more affordable than the super car crowd.
Sorry, but I am not anxious for a Mazda alternative to a Buick or Caddy CTS, or 3-series. Those cars already exist. Mazda should play to it's own strengths, not follow other brands in already established market segments.
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ASEVENSEE4 5:55PM (10/16/2008)
You're kidding right?
Namely with these
The Mazda6 has now split from the 6 around the rest of the world, and has gotten fatter, lost two of the three body styles, and lost it's advantage over the Fusion and Milan, the V6-manual drivetrain, now NONE of them have it.
It's PRETTY clear that them dropping those variants will NOT hurt sales because they never sold in the first place! The ONLY reason why it's heavier is because it's Significantly larger than the one it replaces, the one that truly replaced the 1st gen isn't sold here, it's too small.
The Mazda 3 is going to get a facelift... whoopie it is a nice car, but it isn't carrying the whole brand.
No sorry, new platform, a significant bump in power for both engines, a completely NEW interior, more refined, it's not a "facelift".
They need to sport-up their 3 and 6 with Mazdaspeed versions.
I'm going to assume you're not talking about the current Mazdaspeed3, and the now discontinued Mazdaspeed6(due to POOR sales), the Mazdaspeed3 is coming back for sure, so what are you talking about, really though?
Sorry, but I am not anxious for a Mazda alternative to a Buick or Caddy CTS, or 3-series.
Um.. I read nothing about a 3-series competitor, I read about the RX-7, MX-5, a Mazda1, a new entry level Mazda, and a Small crossover... are we reading the same thing?
Sid 6:49PM (10/16/2008)
I agree with ASEVENSEE4...I don't see any reason to be concerned. Afterall, as soon as you hop into the new 6 or the CX-9 everything says 'upscale'. But yes, I don't want to see this company go mainstream in the wrong sense of the word. What do I mean? See: Honda/BMW. Actually even Porsche for that matter.
And yes, they need a supercar halo car. This company can, should and probably will do it. They have busy solidifying their base and I'm guessing (and hoping) then now have the $$$ and market recgonition to do just that.
BoxerFanatic 6:52PM (10/16/2008)
The Mazda6 5-door was a finalist in my previous purchase list. It had a hatchback, and it had a V6 with a stick. It NO LONGER has either one. And it is bigger and heavier, and not as good looking as the 6 that the rest of the world gets.
The Legacy GT won out over the previous 6 on power, layout, and reliable performance. If the old Mazdaspeed 6 had the hatchback, and didn't suffer from heat-soak so badly due to a TMIC without a hood scoop (the grille doesn't cut it, evidently) then I might very well have bought one instead of the Legacy GT.
But you couldn't get both the Mazdaspeed and the hatchback bodystyle, and the V6 hatchback is not as powerful as the Legacy.
Obviously, I was speaking about mazdaspeed versions of the new 6, and the upcoming new 3. The new 3 might be very nice, but as I said, it cannot carry the sport intentions of the whole brand. It is still a 5-door or 4-door economy car that happens to be a bit sportier than it's competition. It is not a Kabura.
The Mazdaspeed 3 may be coming back, but chances are the it won't be optional on the 4-door, there CERTAINLY isn't a 3-door, and the Mazdaspeed 6 won't be coming to the US. And honestly, how much more sporty can a FWD 5-door get? an slight incremental improvement at best. It will still be a sporty little FWD economy car. A good one, but not a sports car.
It is not going to woo buyers away from real sports cars from other manufacturers, the most direct ones being Solstice GXP Targa, and 370Z. That is the natural arena for Mazda to be in, Mazda touts it's sporty brand image. Miata might play against the normally aspirated Solstice and Sky, but not the turbo, and not the targa coupe, and not the 370Z coupe.
The RX8 may handle well, but it isn't a two door two seat car. It just ISN'T. And RX7 rumors have been vaporware for far too long for me to hold my breath for.
And since when is a city car a performance car? it isn't. Neither is a small crossover ute below the CX7.
That sort doesn't strike me as being all that "Zoom Zoom" worthy. The soul of what sports car? The Miata isn't versatile enough to carry that on it's own, nor should it have to be, and the RX8 can be argued not to be a sports car, by having 4 seats and more than two doors.
My comment about the CTS/Buick/3 series was about the premise that Mazda might want to go "up market."
Where do you think up-market is? They already have the CX7 and CX9, the only way up-market otherwise is with a premium sedan, like the old 929 or Millennia. That is not a sports car either, and that is jumping into a shark tank, that is already full of sharks. Mazda might as well be chum bait in that market.
If Mazda wants to go toward city cars, small, medium and big CUVs, FWD economy cars and sedans, and focus on moving "up market"... then fine.
But don't clothe it in fake pretenses of performance. Sell the miata and RX8, turbo up the 3 and have a Mazdaspeed... but those three are not setting the pace in their respective classes anymore, and the Mazdaspeed3 is an econo-sport special, not a sports car.
Until they move the bar in terms of sports cars, I remain unconvinced by their marketing. I know what a Mazda sports car can do, I own one that is 10 years old, but I am seeing less and less to impress me in the now, and in the immediate future.
It pains me, I don't want to be disappointed with Mazda. I thought Mazda was supposed to be the haven for affordable, yet REAL performance and true sports cars for regular people. I am not seeing that they are maintaining that as a very high priority, it is becoming more and more of their sideline gig, and marketing speak.
They are becoming more and more appliance like, and more like Ford's branch toward Honda and Toyota appliances. Dropping the manual transmission from the V6 Mazda 6, after canning the 5-door bodystyle from the US, but not the rest of the world shows me how much Mazda thinks of enthusiasts in the US. They think as much of us as Ford does. No manual transmissions on the premium engines in their mainstream car lines... and if you don't like the meager performance model, for whatever reason, then they seem to say 'tough cookies.' Miata, RX8, or Mustang, Like it or lump it.
Miata is soft and blandly styled, RX8 doesn't need the extra chairs that few can use and is also now less attractive, and Mustang still has a truck axle, and the aero profile of a masonry brick.
A long way from the future classic NB, and NA Miatas, and the gorgeous FD-3S, and pretty good looking FC-era RX7s. When Mazda built REAL sports cars.
Sorry, but I don't buy it, and they can eat their declining sales figures for lunch. I buy real performance cars with manual transmissions. I'll buy a used Mazda before I'd buy a new one, regardless of money.
P.V. 6:29PM (10/16/2008)
DO IT!
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ZedeX 7:16PM (10/16/2008)
BoxerFanatic your right. Mazda has no place upmarket. They have nice vehicles in the segments in which they compete. Also, they haven't had a true performance car since the FD. Both the FD and FC were timeless classics. I think the RX-8 has already been forgetten...and its still here! They need to stop wasting all their money on one-off show cars and build us something real....in the two door, two seat variety. Lightweight, small, sexy...
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