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Wanted: Partner For Mazda


William Maley
Editor/Reporter - CheersandGears.com
February 15, 2012

Mazda is hurting. The brand posted this week a net loss in 2011 of about $1.29 billion, its forth year of losses and the largest loss since 2011. There are two reasons; Mazda builds and exports more vehicles from Japan by percentage of total volume than any other automaker, which means it has been hurting the most due the Yen getting stronger. Also, with Ford reducing its stake in Mazda from 33% to less than 4% means Mazda doesn't have any deep pockets to help out.

Mazda CEO Takashi Yamanouchi said the company is "actively" seeking partners and that "every option" is being considered. Naturally, considering "every option" would include Mazda licensing their Skyactiv technology to other automakers.

Source: Automotive News (Subscription Required)
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13 Comments

Sounds like a SAAB story in the making....
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Yes their Zoom Zoom version of auto's are not that enticing. They need to get better styling and drop the ugly big black mouth as a grill. Their interiors need to be updated as well. So far, have not seen much that would sway me to want to buy a mazda.

I wonder which cars really make them money?

They Miata just seems way to long in the tooth and none of the other models really drive any passion in my opinion.

Ford is right to get rid of another sucking hole for money.

My gut tells me Mazda could be gone in 3 to 5 years unless the japan gov throws them a life line.
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I'm betting someone would buy them up. VW might be a prime candidate for it.
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I'm betting someone would buy them up. VW might be a prime candidate for it.


Judging from VW's experience with Suzuki.. I think VW might be cold the idea
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That could have also been very much Suzuki's fault. What did Suzuki bring to VW that they didn't already have? That one was all benefit for Suzuki, almost nothing for VW.
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Suzuki had inroads into developing markets like India.. Volkswagen was hoping to utilize this to bring their vehicles into those markets
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Mazda, Suzuki, Kia,are among a few of the car companies that could actually die and not really have much affect on the global market.

Still too many auto name plates out there. Consolidation will continue for the next 3-5 years I think.
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You might laugh-but what about BMW?
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You might laugh-but what about BMW?


You know, I can actually see that.
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They don't really have an entry level line, mini is too niche to be that.
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I have been saying that about BMW and MB for a while.
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Helps to log in. I could see VW going after them. Mazda and Audi have been working on a joint rotary hybrid project. Suzuki screwed their own pooch in the VW deal and Mazda would bring more to the table.
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Helps to log in. I could see VW going after them. Mazda and Audi have been working on a joint rotary hybrid project. Suzuki screwed their own pooch in the VW deal and Mazda would bring more to the table.


I have to disagree as I think VW is fully tasked with all the other companies they have bought or tied up with. BMW and MB have their own Level 1 versions that equal a chevy, but for other markets than Europe, Mazda might make sense for them so they do not dilute their luxury image.
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