After Much Ado, U.S. to Get Mazda2
September 18, 2009

Enthusiasts pleaded, Mazda Motor Corp. insisted it wouldn't happen.

The media questioned, Mazda eluded.

Now the dance is over. After everyone either asked why or simply begged, Mazda finally relents, saying its Mazda2 subcompact will be imported to the U.S. market sometime toward the end of 2010.

Launched in 2007 in many world regions, the car has been almost universally acclaimed; Mazda said in a release the Mazda2, called the Demio in some markets, was 2008's World Car of the Year and was named car of the year in 20 different nations, including its home market of Japan in late 2007.

But for the U.S., Mazda feared robbing sales from its popular Mazda3 compact - a car that definitely can be counted on to generate more profit than a subcompact that originally went on sale in Japan for the equivalent of less than $10,000.

Ah, but times have changed.

"You've asked us for it for a while now, and we've been studying the market to make sure we can make a business case for it across North America," said Mazda North American Operations president and CEO Jim O'Sullivan said in a statement.

"As consumers' tastes and attitudes toward small vehicles have changed, we now believe strongly there is a place in our lineup for a car below our current least-expensive car, the Mazda3," O'Sullivan added. "Mazda2 will be true to everything that makes our cars stand apart from the competition: it will be stylish, fun-to-drive and a heck of a value."

Although enthusiasts and Mazda aficionados long beseeched the company to sell the Mazda2 in the U.S., one entity won't be pleased by Mazda's decision to finally import the subcompact: former part-owner and partner Ford Motor Co., which plans a 2010 launch for its own much-demanded B-segment car, the Fiesta. Both the Mazda2 and the Fiesta were co-developed to use Ford's global B-class architecture.

Tiny Mazda may in some senses find itself with the upper hand over Ford, as Mazda's distinct brand identity and often intensely dedicated consumer base could make the Mazda2 the preferred choice for younger buyers and driving enthusiasts. Casual consumers also simply will be presented with a choice of styling between the Mazda2 and the Fiesta - not to mention possible and potentially meaningful price differences. U.S.-market Fiestas will be built in Cuautitlan, Mexico, the Mazda2 likely will come from Mazda's Hiroshima or Hofu plants in Japan.

Also unamused will be Honda Motor Co. Ltd., whose Fit has enjoyed a virtual monopoly on the U.S.'s miniscule market for miniscule B-segment cars with distinct cult appeal.

The segment is soon to explode. Ford chief rival General Motors Co. will introduce its Chevrolet Spark and Aveo next year with what is certain to be a wide-ranging marketing campaign.

Toyota already plays in the segment with the Yaris and its Scion brands, and Volkswagen said earlier this year it will try its Polo in the U.S. as well. Chrysler LLC and owner-manager Fiat S.p.A. also will enter the market with the Fiat 500 and Chrysler-badged variants built on Fiat's subcompact underpinnings.

Mazda, however, promises to bring its own brand of verve and chicness with the Mazda2, and its widespread popularity around the world is an indicator of the car's intrinsic qualities. It also is one of the first Mazda vehicles to promote one of the company's chief product-development goals: to reduce weight in order to improve efficiency and handling responsiveness. The Mazda2's weight is claimed to be some 220 pounds less than its predecessor. -- Bill Visnic, Senior Contributing Editor

Photos by manufacturers

1 - Keiichi Wakabayashi from Mazda's Global Marketing Division accepts the trophy for the 2008 World Car of the Year at the New York auto show. (Photo by Mazda)

2 - The Ford Fiesta goes on sale in 2010, a head-to-head competitor with the Mazda2 from Ford's own affiliate. (Photo by Ford)

3 - The Honda Fit is a prime competitor for the Mazda 2. (Photo by Honda)

 

 

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