Tag: mazdaspeed

By on February 4, 2019

2013 Mazdaspeed 3 - Image: Mazda Canada

These days it seems as though every automaker, no matter how small, has a performance division on hand to offer up the occasional heart-pounding model variant to be coveted by enthusiasts. However, it only seems that way. Many brands have to go without.

Despite once branding itself as the everyday performance brand, Mazda hasn’t delivered a new Mazdaspeed vehicle since 2010. This left us wondering if the brand’s performance division would ever return. We even asked the company to weigh in on the situation back in 2017, with Mazda suggesting that all of its models are performance oriented (before saying it couldn’t comment on future products or any associated speculation). Subsequent inquiries were met with nearly interchangeable explanations.

Similarly dissatisfied, the folks at Road & Track adjusted their line of questioning in the hopes of prying more information out of Mazda. Rather than asking what’s happening with Mazdaspeed, they asked what it would take to see it produce another automobile. Unfortunately, the answers aren’t particularly encouraging.  (Read More…)

By on April 4, 2018

Mazda’s new “Feel Alive” advertising campaign places consumers as its focal point as the company tries to market itself as an upscale and hip, enthusiast-oriented brand. On Monday, Mazda launched the first commercial — a borderline insulting collection of superficial phrases intended to get you excited about the brand’s new identity.

The spot itself is about as boilerplate new-millennium luxury car commercial as it gets. It opens with a series of attractive actors, all on the cusp of an important moment, as the narrator offers bizarrely simplistic lines of encouragement like “do that thing” and “take that step.” Granted, auto ads became far getting far less chatty about specs during the 1990s. But, over the last decade, too many car spots seem to be copying perfume ads — strange adventures in abstraction that say nothing about the product and cost a fortune to produce. (Read More…)

By on April 27, 2017

2013 Mazdaspeed 3 - Image: Mazda Canada

My, how time flies. Nearly half a decade has passed since Mazda, undoubtedly an automaker that believes in performance, last offered a Mazdaspeed product.

Not since 2004 and 2005, when 5,142 Mazdaspeed MX-5s were delivered in the United States market, has Mazda’s most obvious performance car been available in a power-up version.

Not since the first-generation Mazda 6’s 2005/2006 Mazdaspeed tenure has Mazda’s midsize sedan been offered in performance guise.

And after following up one of the best-handling front-wheel-drive cars of its era, the Mazdaspeed Protege, with the Mazdaspeed3 in 2007 and another in 2010, Mazda hasn’t had a hot hatch contender to battle the Volkswagen Golf GTI and R, Ford’s ST and RS models, the Honda Civic Si (and now Type R), the Subaru WRX, and Mini’s Cooper S since 2013.

So, is Mazdaspeed dead? (Read More…)

By on July 1, 2015

2016 Mazda MX-5

First it was the Toyobaru triplets. Now it’s the MX-5.

Nobuhiro Yamamoto, program manager for the Mazda MX-5 Miata, has crushed the dreams of those looking for more factory horsepower from the fourth-generation roadster. In short, if you want to “get hung up on numbers,” look elsewhere.

(Read More…)

By on August 9, 2012

 

The conventions of auto writing require that we come up with at least one labored metaphor for every comparison test, so here goes: You guys remember that movie It Might Get Loud? Obviously, the Scion FR-S is Jack White: deliberately stripped-down and retro, perhaps too self-consciously context-sensitive, adored without reservation by a bunch of people who have never signed a mortgage. The Genesis 2.0t R-Spec is the Edge: a lot of sharp edges and technical brilliance intended to cover up a fundamental deficit of talent.

The Miata? Well…

(Read More…)

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