Is Mazda's Premium Push Prudent?

While Mazda’s vehicles are often praised for being handsome and playing host to desirable driving dynamics, the latter half of that arrangement has become less important in recent years. Remember the last time you saw a Zoom-Zoom ad? Neither do we.

That’s because Mazda isn’t the same brand anymore. While some of its budget-minded performance chops remain intact (MX-5), the prevailing shift has been toward luxury — which is kind of a nebulous concept these days. In the most general sense, it means Mazda is pushing for higher-margin vehicles and fancier showrooms. But it’s not a guaranteed strategy for winning… or losing, for that matter.

Read more
Mazda Appoints Chief Marketing Officer in Upmarket Push

Mazda’s North American Operations has named Dino Bernacchi as its chief marketing officer, a position created specifically to aid the automaker in establishing itself as a premium brand.

The manufacturer has taken steps to ditch its economical heritage for nearly a year as it pushes upmarket. Model redesigns have followed a cohesive, sleek trend while the company zeroes in on a future “premium, pricey model” to secure its new identity.

Until then, image is everything for Mazda. The brand doesn’t seem interested in swapping over to a luxury-focused lineup or changing its production philosophy. While Mazda had what was arguably the most aesthetically appealing booth at the New York auto show (even if Porsche and Volvo had the better snacks), most of its vehicles still start below $25,000.

Read more
  • 3SpeedAutomatic "...to make room for reality TV reruns..."What an insult!! Shows how far broadcast TV will stoop for a few extra bucks.I much appreciate Jay for keeping the "motor head" world alive in a Zoom society. However, maybe it's time for him to retire or semi-retire. There's enough material for him to do YouTube with most auto related companies willing to underwrite....but the number of shows would be at his own pace.I wish him well!!
  • Gregtwelve I had an '88 Turbo Coupe with 5 spd bought used and really liked it. I loved the looks, it had decent power for the time and a nice interior. Unfortunately the head gasket went at around 60K miles. I repaired it myself and sold it.
  • Mattwc1 I bought a Maverick specifically because I wanted utility and great fuel economy. My wife has a RAV4 hybrid that we really like. I think Toyota would print money with a smaller RAV4 based truck.
  • Varezhka Dunno. Looking at Maverick and Santa Cruz, having the engine in the front of the driver and a crew cab layout will mean the rear bed will be about the same size as kei trucks. And it will still be more than 16ft long. I'd rather get a Tacoma and/or a Hilux at that point.If we actually want a small truck with usable bed, it will have to be cab over layout with standard cab like Toyota TownAce Truck. We already know how popular that would be, even without getting into federal safety requirements.
  • SCE to AUX "Its militaristic, drab fortress presence, is some sort of reflection of the times."Very insightful comment in your excellent summary. The Cybertruck vs Hummer EV comparison tests will be enjoyable, sure to enflame their fans.