Mazda Asks, 'What Do You Drive?': Video

Mazda has always marched to the beat of a slightly different drummer. The brand embraced the rotary engine when other manufacturers had abandoned the design, and it became the heart of Mazda’s iconic RX series of sports cars.

When other manufacturers abandoned the idea of a simple, inexpensive roadster as unprofitable, Mazda found a way to make it work, launching the MX-5 Miata in 1989. The car has since become the best-selling sports car of all time, and is now in its third decade of production.

Fuel efficient cars have traditionally lacked any kind of entertainment value for driving enthusiasts, something that Mazda is seeking to correct with its new SkyActiv suite of fuel saving technologies. Mazda is counting on SkyActiv to help it sell not only Mazda3 sedans and hatchbacks, but its new CX-5 crossover as well.

As innovative as Mazda has been through the years, it hasn’t always been profitable. In the fiscal year ending March 31, Automotive News (subscription required) reports that Mazda is forecasting a loss of $1.29 billion.

On its own, that’s bad news, but coupled with the fact that Mazda has lost money in the three fiscal year preceding the current one, it’s a sign that something needs to change, and change quickly.

Mazda is actively seeking automotive partners, playing on the strength of its SkyActiv designs. While no one has yet stepped to the table to take former partner Ford’s place, it seems likely that someone will.

In the interim, Mazda will probably offer additional shares of stock to the market, a tactic that helped the automaker raise $1.2 billion in 2009.
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Comments (3)
  1. now it seems all but few are abounding it. the reason why is simple SOME of their cars are just too plain looking and lacks tech, they no longer appeal to the young generation they need a major redesign.

  2. Kurt, in the post it sounds like Mazda had faith in people that they wanted a sports car, and I got the impression they made their success by building an attainable sports car for everyone. Yet in the commercial, there's hardly any connection with the audience and it screams "Me, Me, Me, I'm Mazda" and we're fast, don't you think?

  3. @nschrader411, I agree that Mazda seems to have lost some direction, but I'm not sure if its current vehicles are the cause or the effect. Its history is rich with sports cars like the Cosmos, the RX-3, the RX-7 and the Miata, but only the six-model-year-old, current-gen Miata remains available today. The video gives a nod to Mazda's racing heritage, too, but the company no longer has a Le Mans effort.

    To drive Mazda forward and see its next generation of sports cars realized, two things have to happen: first, Mazda needs to raise funding, and second, it needs to sell boatloads of its SkyActiv Mazda3 and CX-5.

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