Coming to America: Mazda2

“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.

“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. 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.” That’s Mazda North American Op’s president and CEO form a presentation he made to a dealer meeting in Palm Springs, confirming that the Mazda2, a B-platform car, will be coming to America in late 2010 (it had previously been announced for Canada, which leads the U.S. when it comes to embracing small cars in many regards).

 

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Known as the Demio in Japan and already sold in a multitude of markets, the current version was named the 2008 World Car of the Year.

Arguably, consumers’ tastes for small vehicles per se hasn’t changed. It’s that for too long, cars that were anything but high quality, fun-to-drive, and well executed were what were on offer in the category in the U.S. market. But with the intro of things like the Mazda2, which has desirable attributes, the consumers’ tastes will have a chance to be sated.