MAZDA

Japanese brand will focus on the premium market

In an increasingly uncertain world, there are very few certainties, but among them is the fact that the market for premium models is the most profitable. While volumes are much smaller, the profit margin - the element that really counts in any business - is clearly higher.

Just look at what is happening with urban cars, which have had their volumes drastically reduced precisely because of their inability to generate profits, to the point where they are now a minority segment.

Faced with this situation, we are witnessing a change of perspective on the part of some manufacturers, such as Mazda, which according to Jeremy Thomson, director of the company's British division, says that it is ready to transform itself into a premium brand. So he told the British Autocar, to whom the director spoke of the future goals of the Japanese manufacturer.

Speaking of premium brands in the automotive world is to mention the usual German trio: Audi, BMW and Mercedes-Benz. Therefore, they are Mazda's future rivals, but curiously the Japanese brand does not want to look like them.

“Our aspirations are to become a credible alternative to the traditional mainstream, and that means being 'non-German'. We are not trying to imitate German luxury brands, because it is probably impossible to beat them at their own game.”

In other words, Mazda doesn't want to become the next Audi, BMW or Mercedes-Benz, but change that paradigm by offering different models, but always high-end.

In his statements, Thomson says there is still room in the crowded luxury segment for a Japanese brand, citing Lexus and answering “no” to the question of whether Mazda aspires to be the next Lexus. Of course, Acura (Honda) and Infiniti (Nissan) are also in this segment, but they are only present in certain markets.

To become a premium brand, Mazda will focus on new models coming soon, starting with the CX-60 and CX-80, two SUVs for European markets. Not forgetting that the new Mazda6 will feature very different elements, such as rear-wheel drive and inline 6-cylinder engines. It is necessary to follow the evolution of the Hiroshima brand.

Autonews