+ Publier publicitaire GRATUIT !
Stats d'annonce: Dernier 24h - 44, actuel - 1046, total - 85724

Mazda Is Moving Upmarket: But How Will Buyers Respond?

15 Juillet 2016 - Carbuzz

Mazda Is Moving Upmarket: But How Will Buyers Respond?

Mazda is heading in a new direction. You can tell as much by looking at the company’s two latest cars, the all-new CX-9 and the MX-5 RF (retractable fastback).

We got to drive the former in San Francisco and saw the latter in the metal earlier this year at the 2016 New York Auto Show. We can say for sure that the CX-9 is targeting the luxury segment, with the top-tier “Signature” trim equipped and priced appropriately. And although we haven’t gotten into the MX-5 RF it does exude an air of luxury.

This luxury vibe comes courtesy of the Miata’s new targa top design. Once upon a time targa tops weren’t so rare, but nowadays they are basically only seen on Porsches with high price tags. Outside of the top the MX-5 RF just looks more grown up than the convertible version. If these two cars weren’t a dead giveaway of Mazda’s intentions to become a player in the luxury world then maybe you should check out its new website. I was sent an email by Mazda instructing me to give it a look. The email itself was nothing special but part of one sentence caught my eye. The redesign was done in part “to align with Mazda’s move to the near-premium landscape.”

Examining the two sites side by side, courtesy of the Wayback Machine, you can see that the new MazdaUSA.com is a lot cleaner. The new site tout’s the design and performance capabilities of Mazda’s cars. Unlike the old site you aren’t immediately bombarded with the automaker’s full lineup once you hit the bottom of the homepage. It’s not as busy as Lexus’ homepage or as Spartan as Infiniti’s. I like it and think it aligns well with the brand’s new direction. Speaking of, what the hell does “near-premium” even mean? It definitely doesn’t mean luxury. That’s not to say that Mazda can’t build a luxury car. The issue with using the word luxury is one of branding.

Hyundai has learned the hard way that you can’t build a reputation as an affordable automaker and then automatically start trying to sell luxury cars for $50,000 a pop. It doesn’t work like that. You either need a new sub-brand or some clever word play, like near-premium. Remember that Mazda is a tiny independent automaker and as such it needs to be smart with how it allocates its resources. A sub-brand is out of the question, but a new top trim level, improved cabin quality and a redesigned website are all in the budget. The hard part for Mazda will be pricing its new near-premium models. The 2016 Mazda CX-9 is bound to give some people sticker shock, especially the $45,000 Signature trim.

Pricing for the MX-5 RF hasn’t been announced, but I’m curious to see where it lands. The Sport model starts at $24,915, and the next option up is the performance-oriented Club at $28,600. The MX-5 Grand Touring rounds out the list at $30,065. Could a base MX-5 RF settle between the Sport and Club convertible? If so, where at and what would the Grand Touring trim come in at? Also, would Mazda bust out its Singature trim level for its new roadster? Remember that part of convincing people that your cars are higher quality is pricing them accordingly. And while Mazda’s are known for drivability we can’t say for sure if consumers buy them for that reason or because they are competitively priced.

The move to near-premium (almost-luxury?) is about surviving and staying independent. Mazda doesn’t sell a ton of cars compared to its competitors. That's why it needs people to opt for higher trim levels, or start paying more for its cars period. The way to do this is by adding luxury. It's a bold plan that could very well work, provided Mazda remembers what makes its cars special in the first place. That would be drivability, or as Mazda's slogan says, "Driving Matters."

 

Nouvelles par Tags

2011 models2012 models3D printing458 italia6-series coupeA1A2abc motorsabu dhabiaccidentaccidentsaccordACIMacuraadvertisingafricaAIairbagairbagsairbusairportalcotestalfaalfa romeoalgeriaalibabaalpineamazonamphibiousandroidAnil Bachooappappleappointmentsappsapriliaarabiaargentinaarielarnold schwarzeneggerArtashok leylandasiaastonaston martinauctionaudiaustraliaaustriaautoauto industryauto shanghaiauto showautonomous carautonomus carAutopilotautopont DecaenaventadorawardsAxessBagatellebahrain grand prixBAIBaie-du-TombeaubajajBambousBangkok International Motor ShowBangkok Motor ShowBangladeshbatmobilebatterybattlebeachbeachesBeau-BassinBeaux SongesBeaux-SongesbeetleBeijing Motor ShowBelgiumBell-Villagebentleybernie ecclestonebetamaxbetamax casebicyclebicyclesbikebikesbiodieselBlue-BaybmwboatboatsBogota Auto ShowBois-Marchand accidentBologna Motor ShowbondboschBPObrabusbrakesbrazilbribebribesbridgebridgestonebriobudgetbugattiBugatti ChironbuggybuickburnoutbusbusesbuyingbydcadillaccalebassescamaroCamp-ChapelonCanadacarcar buying tipscar dealerscar importcar marketcar rentcar rentalcar salescar servicecar sharingcar showcar theftcar washcarbon fiberCarPlaycarscartingCaudanCCIDCCTVCEBcelebretiescelebritiesCESChamp de MarsChamp-de-MarsChengdu Motor ShowcherychevroletChicago Auto ShowchinaCHINESE GRAND PRIXChris Evanschryslercitroencivicclassicclassic carsclassicscommercialcomparisonconceptconceptsconsumer reportsconvertiblecoromandelcorruptioncorvetteCourtCourtsCPBcr-vcrashcrash testcrash testscrossovercrowdfundingCubaCurepipecustom carCUVCWAcyclonedaciadaihatsudaimlerdakardartzdash camdashcamdatsunDelhi Auto ExpodeloreandesignDetroitDetroit Auto Showdéviations routièresdieseldiesel scandalDIYDLCdodgeDPPdragdrag battledrag racedrag racingdriftdriftingdriver licensedriverless cardrivingdriving licensedriving schooldriving schoolsdriving testdriving tipsdronedronesdrugsdrunk drivingdsDubaiDubai Motor ShowducatiearthquakeEbayebeneecoecologyeconomyelectricelon muskengen motor showengineenginesEOCethanoletios livaEUEuropeeveventsexpofacebookfakeFast And FuriousFernando AlonsoferrariferryfiatfiestafilmsfinancesfinefinesfinlandFirefiskerfitness centerFlacqFlic-en-FlacfloodFloodsflying carFond-du-SacFootballForbachForbach accidentforce indiafordFord mustangformula1forza motorsportFrancefrankfurtfrankfurt motor showfraudFSCfuelfuel economy scandalfuel pricefuel stationfuel stationsfunnyfutureGaikindo Indonesia International Auto ShowGaikindo Indonesia International Motor ShowgamesgeargeelygenesisGeneva Auto Showgeneva motor showGermanygirlsgmgodzillagolfGoodlandsgoodwoodgooglegoogle glassGoProgovernmentgpsgran turismogrand tourgrand-baieGrand-Bassingreat wallgreecegreengreen energygrnoGros-CaillouxGRSE accidentGTAGymkhanahackershakershamannharley-davidsonHatchbackhealthcarehellcatHennesseyherohistoryhitachiholdenHollandHollywoodhondahonda civichonda cr-vHonda HR-Vhonda jazzHong Konghorsepower falsifyinghospitalshot wheelshotelhotelshoverbikehoverboardhow toHuayrahummerhumorhurricaneHusqvarnahybridhydrogenhyundaiHyundai i20Hyundai KonaHyundai Velosteri3i40ICACiframacIIHSillegal racingillegal taxiillegal transportIMCimportindiaIndia Auto ExpoIndian MotorcycleIndian OilindicaIndonesiaIndonesia International Motor Showindonesia motor showinfinitiInfinityinfrastructureinsuranceintelinteriorinteriorsiPadiphoneiranirelandIRPisraelisuzuIsuzu D-maxitaliaItalyjaguarjamesjames bondJames Mayjapanjapaneese carsjapanese carjapanese carsJapanese Grand PrixjazzJDMjeepjeep wranglerJeremy ClarksonjettaJin Feijobskartkawasakikei carken blockKenyakhankiaKia CeedKia ForteKia StingerKoenigseggkoreaKoshik ReesaulKTMLALA Auto ShowLa MarieLa VigieLallmatielamborghiniLamborghini Uruslancialandland cruiserland roverLarsen & ToubrolawsLe Morneleallegolewis hamiltonlexuslicenselight metrolimousineLionel Messilotuslow cost carLRTluxuryluxury carluxury carsM1m3macondemad maxMadagascarMahebourgmahindramaintenancemalaysiamanmapsMare d’Albertmarketmarketingmartinmarutimaruti suzukiMaruti SwiftmaseratiMatt LeBlancMauritiansmauritiusmaybachmazdamazda3McLarenmecedesmercedesmetroMetro Expressmexicomichael schumacherMicrosoftMidlandsminimitsubishiMitsubishi TritonmitsubushiMMMMokamonacomonaco grand prixMont-ChoisyMontebello accidentmontereymoparMoroccomotomotormotor showMotor vehicle test centremotorcyclemotorcyclesmotorsportmotorsportsmotosportmoviesmpvMRAmugenmuscle carMusicmustangmv agustaMVDANADA Auto ShowNandanee Soornacknanonascarnavigation systemnavigation systemsNavin RamgoolamNCGNDUNepalnetherlandsnew carnew york auto shownew zealandnfsNHTSANigerianissanissanNissan LeafnorwayNouvelle-FranceNTANTCNurburgringoff-roadoffroadOlympic Gamesopelpaganipagani huayraPaillesPakistanPamplemoussespanasonicParisparis motor showparkingparliamentPebble Beachpenaltiespenalty pointsPereyberepermis de conduirePetite-RivièrepeugeotPhilippinesPhoenixpickuppickupspininfarinapirelliPitonPlaine-LauzunplayboyPNQPointe-aux-SablespolandpolarispolicepoliticspollutionPomponettepontiacporscheporsheportPort LouisPort-LouisPPCPPPprankpricepricespriusproguardprotestsprotonPSApublic transportpublict transportQ3qorosQuartier-Militairequatre-bornesr8Raceracingrallyramrangerange roverratingsRDArecallrecallsrecordrecordsred bullreduitrenaultrenderingrent a carrepairreplicaReunionRezvaniRHTRiambelRichard DuvalRichard HammondRiche-TerrerickshawrimacRing RoadrioRiviere-du-RempartRiviere-Noireroadroad accidentroad rules & regulationsroad safetyRoad Traffic ActRoad Traffic Amendment Actroadsroads safetyrobberyrobotrobotsroche-boisRodriguesrolls-royceromeoRose-HillroverRoyal EnfieldRRSRSUrumoursRussiasaabsafetysafety ratingssafety testsafety testsSaint-Pierresalesamsungsamusao paulo auto showSao Paulo Motor Showsaudisaudi arabiascamscandalscaniaschool busschool vanscooterscootersseatsecond hand carsecond hand carssecond hand cars importself driving carself-drivingself-driving carself-driving carsSEMASEMA showSeoul Motor Showservice stationsShanghaishanghai motor showshelbyShellshowsingaporeSingapore Grand PrixskodaSlovakiasmartsnakeSobrinho caseSohail Sesungkursolar energysoreze accidentsoulsound systemssouthsouth africasouth koreaspainspare partsspeed camerasspeed limitspeedingsportSportscarspy shotsssang yongSsangYongSt-JeanSt-Julienstar warsstartupstatisticsSTCstreet racingstrikestudysubaruSudhir SesungkursudySunshine AutosupecarssupercarssuprcarssurveySUVsuzukiSuzuki IntruderSuzuki JimnySuzuki SwiftSuzuki XbeeSwedenswiftSwitzerlandTATaiwantakatatankTarisa Resorttatataxtax fraudtaxestaxiTBStechnlogytechnolgytechnologyTerre-RougeTerre-Rouge–Verdunteslatesla model stest driveteststhailandThailand International Motor ExpoThe Grand TourtheftThierry Henryticket pricetipstiresTMRSUtokyoTokyo Auto Salontokyo motor showtoptop geartoyotaToyota Alphardtoyota corollaToyota HiluxToyota Rushtoyota supraToyota Tacomatoyota yaristoystoytatrafficTraffic BranchtrailertransformerstransporttrendsTrianontricksTriolettriumphTrou d’Eau DoucetrucktruckstsunamituningTurkeytvstyresUAEuberUBSukukraineunionsuomuralUSused carused car importused carsVacoasVacoas-Phoenixvanvarma caseVeer Luchoomunvehicle inspectionVehiclesvelostervenezuelaVictoria Bus StationVictoria stationvideoVienna Auto ShowvietnamVintagevintage carsVipervivo energyvolkswagenvolvovwwaymoWeatherwheelsWootonWorldyachtyamahayariszagato
Vendez Votre Auto