Mazda Emphasizes Zoom-Zoom Qualities To Cast Wide With Mazda2

December 2, 2009
2011 Mazda Mazda2

2011 Mazda Mazda2

Enlarge Photo

2011 Mazda Mazda2

2011 Mazda Mazda2

Enlarge Photo

2011 Mazda Mazda2

2011 Mazda Mazda2

Enlarge Photo

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.

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