More Insight Into Mazda’s Prospects
In a recent feature, Car and Driver provides some analysis of an issue that provoked some pondering a little over a year ago: Why, in spite of a stellar lineup of cars, does Mazda still struggle to find lasting success compared to its rivals?
In my post, I speculated:
[A] glance at Mazda’s output—the 3, 6, RX-8, MX-5, CX-7, CX-9 and Tribute, among others—reveals vehicles that are almost always a joy to drive, but in terms of mass-market appeal, are a little out-of-step with mainstream tastes. They’re not boring transportation appliances, and as much as we enthusiasts would consider that a selling point, the hard truth is that much of the buying public is looking for the anonymous beige box to tote them around, never breaking down and getting 30 mpg and playing their MP3s via Bluetooth.
And while I’ve no doubt that’s part of the problem, C&D shines light on some additional albatrosses around Mazda’s neck, among them a temporarily favorable yen-to-dollar exchange rate putting the automaker in a precarious position from a pricing standpoint, vehicles that are well-sized for the American market but not ideal from a global perspective and a separation from corporate partner Ford that eliminates economies of scale facilitated by platform engineering.
By my count, between them, the CX-5 and 6 have three C&D comparo wins and the CX-5 notched another victory in the latest issue of Motor Trend. That kind of success in such a short span of time is absolutely unheard of for automakers other than media darlings like BMW and Audi, and contributes to the feeling of mystification among car buffs. We ask ourselves: “If the German performance marques leverage critical success into sales figures, why can’t Mazda?” But as C&D points out, the equation for a downmarket (though no less dynamically excellent) automaker is a bit more…nuanced.
Image credit: autoblog.com