After seeing the three Mazda2 models that Mazda was showing at its LA auto show stand—one plain, one with a tuner look and snowboards mounted on top, the other with a strong motorsports tone—we couldn’t help but wonder whether Mazda is planning to go a little Scion with its ‘2’.
According to Chris Hill, Mazda’s vehicle line manager, the Mazda2 is focused toward the 18-29 set, though the automaker is anticipating that it will also appeal to Baby Boomers.
Hill said that the Mazda2 should have especially strong appeal to Gen Y drivers, especially those who are “spirited, insightful, stylish,” with “emotional connections to their car.”
“First and foremost, we’ll market it as a Mazda,” Hill said, explaining that Mazda won’t get too caught up in trying too hard to focus on a particular group, like Scion. Nor does it plan at this time to introduce and market any extensive line of accessories. The brand already has the second-youngest buyers in the business, without trying for them; and that’s a good place to be.
And of course, with a stylish fun-to-drive product that young drivers seek, empty-nest Baby Boomers will follow.