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HomeCar NewsMazda Says It Wants To Evolve Into Fully Fledged Luxury Brand

Mazda Says It Wants To Evolve Into Fully Fledged Luxury Brand

It targets the German establishment.

Why does it appear that more and more car companies want to be premium brands? The answer is straightforward: increased profit margins. Accountants will tell you that the money made with each vehicle delivered is just as significant as who sells the most cars. For example, Mazda has been progressively pushing upscale with its latest vehicles, and a new generation of RWD-based models will take things to the next level.

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The goal, according to Jeremy Thomson, the company’s UK boss, is to develop Zoom-Zoom into a full-fledged luxury automobile manufacturer: “Our ambition is to establish ourselves as a genuine non-German alternative to the typical mainstream premium. We’re not trying to imitate German premium since it’s already well-served by the incumbents, and it’ll be difficult to beat them at their own game.”

To put it another way, Mazda doesn’t aim to be the next Mercedes, BMW, or Audi; instead, it wants to offer something new to luxury automobile buyers searching for a difference. He went on to argue that there is still room for a Japanese high-end car in the congested luxury segment. Although Lexus “is approximately a third the size of Mazda in terms of sales,” according to Jeremy Thomson, the goal is to occupy “a somewhat distinct place.”

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When asked directly by Autocar if Mazda wants to be the next Lexus, the company’s UK president answered, “Why not?” and added that Toyota’s luxury division is the only Japanese brand that competes with the German trio. That said, we mustn’t forget¬†Acura¬†and Infiniti are also playing in the big leagues, albeit they’re not truly global brands.

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It’s not the first time Mazda has attempted to improve its image; some may recall the early 1990s’ dead-on-arrival Amati sub-brand. It never happened because the Japanese economy collapsed in 1992, causing the automaker to run out of cash. The ill-fated brand was set to debut in the spring of 1994, but Mazda cancelled it.

In 2022, Mazda will be able to compete with the German trio with the CX-60 through CX-90 SUVs, which will be built on a new RWD chassis with inline-six engines and PHEV powertrains. Some would argue that it’s too late, given the rise of electric vehicles, but the Japanese manufacturer is investing extensively in that field as well.

Team Autobizzhttp://autobizz.in
Anuj Farkade Co-Founder Autobizz | Automotive Engineer | Fresh out of college, immensely passionate about automobiles along with a flair for writing. Looking forward to being a part of this industry and joining it's glorious journey


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