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regfootball

MPV gone missing

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Autoweek

Before the decision was made to create the CX-9, was there any thought about redesigning the MPV for the United States?

There was. The MPV is a very important vehicle for us in Japan. The original project was to co-develop another MPV. But based upon where the minivan segment has been going, we departed from that. If you really look at it - the revenue generated from minivans versus crossovers - there is quite a big gap.

And that is primarily driven by the Big 3 and the way they market minivans. It just puts downward pricing pressure on them. So we actually began the process of replacing the MPV with another MPV before we switched to the CX-9 program.

I can't link the image, they are getting good at this stuff, arg.

So the issue was size?

Basically it was with size, and we didn't see an opportunity for good enough volume. We want the CX-9 to be one of our core vehicles. In other words, we want it to generate enough volume to support not only us but our dealer network in the U.S., along with the CX-7, Mazda3 and Mazda6. Based on the size, we didn't see (the MPV) being able to do that.

The other is the revenue, the price. If you look at the transaction prices of crossover SUVs versus minivans, the crossover SUVs dictate a stronger price, much better residual values, less incentives spent on them. So the pressure in the marketplace is much easier on the crossover SUV.

The market trend is going that way. People still want three-row versatility; they don't want the image of a minivan.

the automakers are determined to eradicate affordable vehicles from our landscape, huh?

Edited by regfootball

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