What Should We Make of Mazda's Luxury Brand Aspirations?
There's been much buzz in the automotive community lately regarding Mazda's announcement that the brand was going to focus on more luxurious vehicles. Mainly, opinions were divided into two camps: the first thinking that this was a lofty goal, and the second believing that Mazda was already an upscale brand. So which party is right? Well, here at L.A. Mazda, we know that Mazda is already a premium brand––as a Mazda dealer, Alberta drivers only need to view our inventory to see that for themselves.
In a recent interview, Mazda UK Managing Director Jeremy Thomson intimated that Mazda has always had a "top shelf" approach to manufacturing and that this decision is less of a swerve in concept than an advancement of current conditions. Indeed, Mazda's constant presence in the Automobile Journalists Association of Canada (AJAC) Canadian Car of the Year Awards only further demonstrates that the brand has been slowly transforming into a premium brand right before our eyes.
Let's take a closer look at Mazda's recent announcement, as well as how the brand is currently aligned in the Canadian market. Perhaps then we can gain greater insight into how the luxury brand transition may go.
What Mazda Announced
In a 28 February 2022 interview with Autocar magazine online, UK managing director Jeremy Thomson outlined the current plans for Mazda. In his interview, Thomson specified what Mazda intended with its new luxury brand placement:
"Our aspirations are to become a credible alternative to the traditional mainstream premium, and that means non-German. We're not looking to mimic German premium because that's very well catered for with the existing incumbents and probably impossible to beat them at their own game. But we strongly feel that there is a place for a Japanese premium, and that means defining what we mean by Japanese premium, and that will take some time to deliver."
He further defined the goals for Mazda's positioning as similar to that of Lexus. Japanese auto manufacturer Toyota's upscale global brand, Lexus produces a full range of luxury vehicles, including SUVs, sedans, and performance-oriented coupes. The manufacturer also has a considerable hybrid lineup already on the roads.
However, it's important to remember that Honda's Acura line and Nissan's Infiniti models are also players in the Japanese luxury market. While these vehicles are not globally distributed, here in Canada, they may come as tight competition to Mazda's efforts to refine its models for higher tastes.
Still, Thomson begs to differentiate between Mazda and its fellow Japanese manufacturers, stating: "At the moment, of course, Lexus operates in that area and is about a third the size of Mazda in sales terms. We're trying to find a slightly different space from where they sit today."
Therefore, it seems that Mazda intends to play hard towards the Lexus market segment without losing the Mazda audience. That does impose a solid challenge, but with Mazda's "car as art" approach to engineering, Thomson notes that all angles are being considered. "It starts in quality, styling, technology, and the features we offer the driver––many as standard. It's the overall experience."
Does Mazda Have What It Takes?
With this in mind, drivers and enthusiasts then have another angle to consider––does Mazda have the reputation and products worthy of an upscale venture? To answer that question, we only need to consult the current lineup of Mazda vehicles.
In recent years, Mazda has demonstrated excellence in the Canadian market, with the Mazda3 winning AJAC Canadian Car of the Year in both 2020 and 2021. Its acclaimed Skyactiv-G 2.5 turbo engine provides best-in-class torque and more than enough power for Alberta drivers to enjoy their commute.
Indeed, the Mazda3 has earned critical and popular acclaim for its refined driving manners, innovative comfort and convenience features, and various body styles that meet the needs of Canadian drivers. Whether hatchback or sedan models are chosen, drivers and experts alike agree that the Mazda3 demonstrates a special formula of engineering and design that resonate with those behind the wheel. Therefore, it's not surprising that the Mazda3 recently won the Canadian Car of the Year an unprecedented two years in a row.
Speaking of AJAC awards, we would be remiss to not mention the Mazda MX-5, which won in the Performance Vehicle category for 2022. Sales records for the MX-5 indicate that since its debut in 1989, it has become the best-selling roadster of all time. This AJAC award marks the second win for the latest generation, which hit the market in 2016.
In fact, the MX-5 may be a taste of what's to come for Mazda sports cars. With engineering features such as Kinematic Posture Control, which stabilizes high-speed cornering, and a suspension structure specifically designed to consider smoothness without reducing performance, it's easy to see why the MX-5 has gained high marks for steering, handling, and braking. Drivers around the world agree, with over a million MX-5 models on the roads and tracks.
When considering whether Mazda "has what it takes," it's quite clear that many drivers believe that the current product is not only adequate but highly desirable.
Mazda's Premium Technology
Given Mazda's current popularity, it seems that its cars are receiving enough attention and accolades from drivers. But that doesn't necessarily mean that the manufacturer is ready for the leap to luxury branding…or does it? For many drivers, the development of the Skyactiv-G engine technology, which allows drivers responsive power while consuming a reasonable amount of fuel, is a sure sign that Mazda is already on the luxury vehicle path.
Looking at real-world examples, the 2022 MX-5 features a Skyactiv-G 2.0L inline-4 engine that provides 181 hp and 151 lb-ft of torque, all while running on a fuel budget of just 7.9 L/100km. It also features leather-trimmed seats with unique grey stitching, wireless Apple CarPlay connectivity, auto-dimming mirrors, and a slew of comfort and convenience features that make driving less of a hassle and more of an experience.
Also on board is the aforementioned Kinematic Posture Control (KPC). Unique to Mazda, this driver-centric technology may be enough to change the face of driving entirely. It combines braking in response to steering behaviour, ultimately creating a ride that is based entirely on the driver's habits. The result is that those inside the car are fully stabilized and hardly notice a difference in the smoothness of the ride. It may be hard to imagine being able to take hard turns without that harsh churning sensation and risk of whiplash, but the engineering behind KPC smooths out the ride regardless of twists and turns.
Looking to the Future of Mazda
Given the unique effort put into developing current Mazda products, it actually seems quite intuitive that the brand should pursue luxury status. In fact, many experts are looking forward to what Mazda develops within the parameters of an upscale brand. If we're currently enjoying a higher level of engineering and technological advances, perhaps this strategic step will allow Mazda to unleash a greater level of potential.
Furthermore, given that it's difficult to find many of these innovations in other brands, it seems clear that Mazda has created its own path to the market. After all, this is the manufacturer that selected the unlikely rotary engine as the lynchpin of its brand, not only perfecting the mechanism but taking it to the racetrack and experiencing quite a bit of success along the way. As contrary as it may seem in a time of global uncertainty, Mazda's dedication to creating art for drivers to thoroughly enjoy may just pay off as it heads into the luxury brand territory.
