Big launch of the year 3 - Mazda MX-5

TMW THOUGHTS

I have classed this as one of the four major launches of the year, along with the Jaguar XE, Land Rover Discovery Sport an Volvo XC90, becasuse for Mazda this is a car that has given them the reputation, and fun tag, the MX-5 is a car that has weathered all other cars, which have come and gone in the interim, like the Barchetta, Fiat Coupe, MG Tf, and so on.

It has shown the world that they are prepared to push a model, when the rest are pulling away from that market, and because of this, it has succeeded, as people still want a car like this, and Mazda hs tapped this market and are the run away winners, however, with this model, it has shot it's self in the foot.

WHY ? well, on closer look, it has design cues from teh new maerati Alfieri and BMW's Z4, and thats not a good combination, Mazda has proven with all the latest cars it can produce great looking cars with a good reliability record, making each of the models a stand alone car amongst many of the samey euro boxes.

The MX-5 will succeed, becasue it still has the market generally to it's self, but as Alfa, MG Maserati and others all add their own versions of a small coupe/convertible, the market wll again become full, and that will hurt Mazda, as people will be ready for a change, and it will be a Mazda's expense.

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Mazda Motor Corporation today celebrated the unveiling of the fourth generation Mazda MX-5 (known as Roadster in Japan) together with fans at events held simultaneously in Japan, USA and Spain. The all-new MX-5, which adopts both SKYACTIV TECHNOLOGY and Mazda’s KODO—Soul of Motion design language, will be rolled out to global markets starting in 2015.

The MX-5 is an iconic model representing Mazda’s vehicle-engineering philosophy—the pursuit of driving pleasure. “Innovate in order to preserve” was the motto for the fourth generation, as the development team searched for innovations that go beyond simple evolution. Environmental and safety demands are much more stringent than they were when the first generation MX-5 was introduced 25 years ago, but the fourth generation stays true to the model’s original aim of offering the pure driving fun that only a lightweight sports car can. It achieves this through the adoption of SKYACTIV TECHNOLOGY and refinement of its appeal to the senses and sensations through which people enjoy cars.

The design of the all-new MX-5 reveals another layer to Mazda’s KODO design language. The exquisite proportions make the driver and passenger stand out, and both the interior and exterior evoke the exhilaration of open-top driving. It is the most compact of any generation MX-5 so far and is more than 100 kilograms lighter than the model it replaces, promising a dramatic leap in Jinba-ittai driving fun.

As of July 2014, total production volume of the Mazda MX-5 exceeded 940,000 units and it continues to hold the Guinness World Record for the best-selling two-seater sports car. This highly-celebrated model has received over 200 awards from around the globe including Japan Car of the Year 2005-2006.

Moving forward, Mazda will continue to develop products which offer all customers driving pleasure and outstanding environmental and safety performance.

25th Anniversary Mazda MX-5 Roadster Coupe

• 25^th Anniversary Mazda MX-5 Roadster Coupe celebrates the iconic roadster’s initial launch
• Newly developed SKYACTIV-Chassis revealed for next generation all-new Mazda MX-5
• Total production of world’s best-selling roadster passes the 940,000 landmark

Mazda Motor Corporation will unveil the new Mazda MX-5 Miata (Japanese name: Mazda Roadster) 25th Anniversary Edition sportscar today at the New York International Auto Show. The special edition model was created to celebrate 25 years since the launch of Mazda’s iconic roadster, the Mazda MX-5, at the Chicago Auto Show in the USA. Also today, the automaker will reveal a newly-developed SKYACTIV-Chassis that will form the basis of the next generation all-new Mazda MX-5.

Over more than two decades, the MX-5 has come to symbolise Mazda’s car-making philosophy and the Japanese brand’s tireless pursuit of driving pleasure. Since its launch in 1989, the Mazda MX-5 has consistently offered the kind of fun that only a lightweight sportscar can deliver, and has won a huge variety of fans from different countries, cultures and age groups. More than 940,000 units have been produced so far (to end March 2014) and the model continues to hold the Guinness World Record for the best-selling two-seater sportscar.

The Mazda MX-5 Miata 25th Anniversary Edition is a special edition model that brings together 25 years’ worth of fun shared with fans. Based on the 2.0-litre 160ps Roadster Coupe model with power retractable hard top and either a 6-speed manual or automatic transmission, it is available exclusively in Soul Red Metallic.

Meticulous attention to detail has been paid in every area of the vehicle such as the Brilliant Black-painted roof, A-pillars, and door mirror housings; the off-white leather seat upholstery and door trim, hand-finished dashboard decorative panel in Piano Black and the fitting of Bilstein dampers plus 17-inch Dark Gunmetal alloy wheels.

In New York, Mazda will also reveal the newly developed SKYACTIV-Chassis that will be used for the upcoming next-generation, all-new Mazda MX-5. The engine and chassis are exhibited together, and it will be the first time that SKYACTIV technology has been displayed in a front-midship-engine layout and rear-wheel-drive configuration.

While the next Mazda MX-5 will feature the most compact configuration of any generation of the MX-5, the engine will be located closer to the vehicle’s centre and the vehicle’s centre of gravity will be lower than in any previous Mazda MX-5. The upcoming model has been engineered and developed to achieve outstanding body rigidity and crash worthiness, while also reducing the overall weight by more than 100kg.

Mazda’s Chairman of the Board, Takashi Yamanouchi said, “The original concept behind the MX-5 was so simple; to offer the pure joy of a lightweight sportscar that moves precisely as the driver intends. While responding to increasing safety and environmental requirements, over the 25 years since its launch we have had to continually reinvent the MX-5 – far beyond simple evolution – in order to stay true to that original ideal. The history of the MX-5 is one of changing everything in order to stay the same. A history of innovating in order to preserve the ideal.”