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Mazda planning to move upmarket

By SYF77 on 27 Nov 2012

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In the late 1980s, Mazda experimented with the creation of a premium marque by the brand name 'Eunos'. The Eunos marque found little success and was discontinued in the mid-90s.
Mazda’s CEO, Takashi Yamanouchi, recently hinted that the brand is trying to move upmarket again.

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Yamanouchi told Automotive News that if Mazda make ordinary cars for the mass market, there is no reason for them to exist, being a carmaker with a mere 2% global market share.

Instead, the Japanese brand will look to position itself to a niche market called 'Japan premium', which is similar to where Saab has been in the past. I would consider Volkswagen as the leader in this segment currently.

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To achieve their goal, Mazda will be introducing new products which will embody their new philosophy of 'Japan premium', and try to distance itself from other Japanese automakers. This will be achieved through new technologies such as Skyactiv and expressive styling as observed in the 'KODO' design language.

In the US, Mazda plans to leverage on the new Mazda6's stylish designs and powertrain technologies to help position it above its current rivals. The 2013 Mazda6 is expected to arrive in Singapore before Christmas.

All the best to Mazda and may the brand become the new Honda one day.

new model, new technology and 8 more...

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Written by SYF77
I have been a car fanatic since 1989, when my father was changing our family car then to a Toyota Corolla 1.6 GL fitted with a Twin Cam 16 valve engine that was carburetor-fed, a big deal back in those days. The automobile technology and industry fascinates me and I hope to broadcast these interesting developments to everyone out there through this blog.

  • 1
LoverofCar Nov 28 2012 09:25 AM
Become new Honda? Since when Honda is premium brand? It only a b&b car brand...
SYF77 Nov 28 2012 09:39 AM
Hi LoverofCar,

I mean in terms of technological innovation.
Lammy84 Nov 28 2012 03:04 PM
Honda hasnt innovated anything technological in recent times, its attempt at a hybrid sporty CRV was a piece of crap, its engine is still pulling pathetic numbers. It has abandoned its R philosophy, its car design has gone from bad to worse.

What has honda achieved thats an innovation? All these japanese firms really need to buck the hell up or they are gonna end up way behind everyone.
LoverofCar Nov 28 2012 09:23 PM
Still VTEC or iVTEC and etc? Any Turbo engine with a respect innovation.?
SYF77 Nov 29 2012 06:14 AM
in the 1990s, honda was ahead of the other japanese carmakers by introducing variable valve timing among mass production model like the civic. In the new millenium, their technological advantage over the rest seemed to have narrowed.
LoverofCar Nov 29 2012 04:58 PM
to be exact....they are lagging behind major brand now....not narrowed...
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