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Mazda News: 2016 Mazda2 Skips U.S.


William Maley

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The next-generation Mazda2 won't be arriving on our shores anytime soon.

 

Automotive News reports that cheap gas prices and tight supply of vehicles coming from Mazda's new factory in Salamanca, Mexico has caused Mazda's North American arm to pass on the 2 for the time being.

 

"We could have had it, but we would have had a number that didn't make much sense with 600 dealers and with the marketing it takes to launch a new car. I wanted to allocate resources to those products that make us and our dealers considerably more profit than a Mazda2 does," said Robert Davis, senior vice president of U.S. operations at Mazda.

 

The current Mazda2 was never a big seller for the brand. Last year, the brand moved 13,615 units, an increase of 14 percent.

 

For the time being, the Scion iA sedan will be only way you can get into a Mazda2 in the U.S. But Davis does say that if anything changes, they'll be ready to sell the Mazda2.

 

Source: Automotive News (Subscription Required)


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Proper sense, the subcompact market only has so much it can handle. The US market with such large people need compacts or bigger. 

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Sensible forward thinking I guess. Focus on the stuff that's making a good profit rather than launching something on a wing & a prayer.

 

The 14 percent increase though, doens't that indicate it was gaining popularity?

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Actually it will be coming, just in disguise.  We'll have the Mazda 2 here in sedan form as the Scion iA and in hatch form as the Yaris.  It should only be gone for I thin k one model year before the new version actually hits US shores as a Mazda 2 again.

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I am also pretty sure they can in a year turn on the production for a subcompact Mazda 2 and have it in the showrooms. I would think they would have someone watching the sales trends to alert them when it might be right to bring back the Mazda 2.

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Sensible forward thinking I guess. Focus on the stuff that's making a good profit rather than launching something on a wing & a prayer.

 

The 14 percent increase though, doens't that indicate it was gaining popularity?

 

Not quite - Let me show a table from the excellent GoodCarBadCar.net (Great place if you want some analysis on car sales in the U.S. and Canada).

 

gallery_10485_435_340873.jpg

So while the Mazda2 was up 15 percent, it pales when compared to competitors such as the Toyota Yaris and Kia Rio. At the moment, it makes sense for Mazda to pass on the next 2.

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Sales for that vehicle have been dismal.. surprised it lasted this long. I will add that who would have ever THOUGHT that Chevy.. or GM would have the best selling SUB-COMPACT on the market by a nice distance

 

Even now Chevy has sold 34K Sonic/Trax (cause they are the same damn vehicle) and 13K Sparks.. a micro car. Crazy that just 5 years ago people were calling them a Truck company that sells a few cars

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This is sort of saddening. The new 2 seemed like it could have turned things around... and no one will want an iA with that face.

 

Exactly. How much could it possibly cost to sell the Mazda 2 here when Toyota is selling that hideous little beast under Scion anyway? God that thing is bad looking. The Mazda 2 just has ZERO marketing. Conversely, Honda hit a marketing homerun with the Fit.

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Sales for that vehicle have been dismal.. surprised it lasted this long. I will add that who would have ever THOUGHT that Chevy.. or GM would have the best selling SUB-COMPACT on the market by a nice distance

 

Even now Chevy has sold 34K Sonic/Trax (cause they are the same damn vehicle) and 13K Sparks.. a micro car. Crazy that just 5 years ago people were calling them a Truck company that sells a few cars

 

You must have COMPLETELY missed the Versa in that list. Funny, they're just as forgettable when you see them on the road.

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Sales for that vehicle have been dismal.. surprised it lasted this long. I will add that who would have ever THOUGHT that Chevy.. or GM would have the best selling SUB-COMPACT on the market by a nice distance

 

Even now Chevy has sold 34K Sonic/Trax (cause they are the same damn vehicle) and 13K Sparks.. a micro car. Crazy that just 5 years ago people were calling them a Truck company that sells a few cars

 

You must have COMPLETELY missed the Versa in that list. Funny, they're just as forgettable when you see them on the road.

Completely.. Never even see them. One could crash into me and I'd swear I'd been hit by a ghost. That's good forgettable that appliance is.

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This is sort of saddening. The new 2 seemed like it could have turned things around... and no one will want an iA with that face.

 

Exactly. How much could it possibly cost to sell the Mazda 2 here when Toyota is selling that hideous little beast under Scion anyway? God that thing is bad looking. The Mazda 2 just has ZERO marketing. Conversely, Honda hit a marketing homerun with the Fit.

 

Which I don't understand at all, I think that Fit is one ugly bit of metal and it's sales baffle me.  I really like the Mazdas, but as a brand they are barely advertised, let alone getting any real model-specific advertising outside of maybe the Miata.  They really are doing themselves no favors.  I think, though, as some Mazda underpinned Yaris start to sell, if it retains some decent popularity, when the Mazda 2 comes back and you can point out that it is the same as the Yaris people enjoyed driving just in a nicer package, it may help give them a boost.

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This is sort of saddening. The new 2 seemed like it could have turned things around... and no one will want an iA with that face.

 

Exactly. How much could it possibly cost to sell the Mazda 2 here when Toyota is selling that hideous little beast under Scion anyway? God that thing is bad looking. The Mazda 2 just has ZERO marketing. Conversely, Honda hit a marketing homerun with the Fit.

 

Which I don't understand at all, I think that Fit is one ugly bit of metal and it's sales baffle me.  I really like the Mazdas, but as a brand they are barely advertised, let alone getting any real model-specific advertising outside of maybe the Miata.  They really are doing themselves no favors.  I think, though, as some Mazda underpinned Yaris start to sell, if it retains some decent popularity, when the Mazda 2 comes back and you can point out that it is the same as the Yaris people enjoyed driving just in a nicer package, it may help give them a boost.

 

 

The only thing you need to know about the Fit is that it has a Honda badge... that's why it sells. It sells to people who miss their Civic hatchback or feel that the Civic has gotten too large (it has, it's the size of an '89 Accord these days). 

 

Look at the Mazda 2 from Mazda's point of view.  The Mazda 2 is a relatively low margin vehicle and they'll need to run special incentives just to move them off the lost. They make very little profit on them at all where as there will be strong demand for a vehicle like the CX-3.  Toyota needs something to fill the empty space at Scion and basically is buying the Mazda 2 in bulk and changing the badges.  As long as Mazda makes a small profit on each one, they're probably better off this way rather than going through the expense of market launching the car themselves.  They're letting Toyota, with its massive advertising budget, market the car for them.

 

All of that doesn't fix the issue with the Scion iA's face though.

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This is sort of saddening. The new 2 seemed like it could have turned things around... and no one will want an iA with that face.

 

Exactly. How much could it possibly cost to sell the Mazda 2 here when Toyota is selling that hideous little beast under Scion anyway? God that thing is bad looking. The Mazda 2 just has ZERO marketing. Conversely, Honda hit a marketing homerun with the Fit.

 

Which I don't understand at all, I think that Fit is one ugly bit of metal and it's sales baffle me.  I really like the Mazdas, but as a brand they are barely advertised, let alone getting any real model-specific advertising outside of maybe the Miata.  They really are doing themselves no favors.  I think, though, as some Mazda underpinned Yaris start to sell, if it retains some decent popularity, when the Mazda 2 comes back and you can point out that it is the same as the Yaris people enjoyed driving just in a nicer package, it may help give them a boost.

 

 

In general, informed consumers are always going to be baffled when average people buy a crap product because of intangibles like a clever tag line or brand reputation. That goes double for car enthusiasts because a vehicle is an important part of life and such an enormous investment.

 

Why would someone buy a Corolla or Camry over the past 5+ years? Toyota phones in their high volume cars for more than half a decade and people eat them up because of what, reliability? Can you even buy a new car today that isn't capable of 150,000 miles?

 

As far as the Fit goes, I agree that it's odd looking, but it's a good car overall. Very practical and high on fun-factor. The kids buying them didn't know that, they just knew that the "Fit is GO!"

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