Mazda 2: In Depth

Press Release

Lightweight with a Strong Character

• Mazda2 – the first model of a new Mazda generation
• Emotional factors as a buying-decision criteria becoming more significant
• B-segment to grow a further 5 percent during the next 10 years in Europe

Mazda’s all-new entry into the European B-segment was reinvented from the ground up and is the first model of a further developed new generation of Mazda automobiles. The Mazda2 sparkles with an outstanding total package that is tailor-made for this popular segment in Europe. It is lighter and more compact than its predecessor, but at the same time offers increased safety, greater driving fun and a more expressive design.

The Zoom-Zoom brand message was first introduced by Mazda with the launch of the Mazda6 in 2002. Zoom-Zoom stands for the joy of motion. Universally understood, ‘zoom- zoom’ is the sound used by children to imitate the noise of an engine. As the first representative of a new generation of automobiles from Hiroshima at that time, the Mazda6 embodied this ideal perfectly. So Zoom-Zoom has always been more than merely a brand claim. It describes the ultimate goal of Mazda designers and engineers to provide customers, who experienced the thrill of motion in childhood, with an exhilarating driving experience once again as adults.

The Mazda2, first presented at this year’s Geneva Motor Show , initiates another new phase in the history of the company. This is not a simple model change, but the first product of a further developed new generation of Mazda automobiles. It not only continues the Zoom-Zoom idea, it stands out in an increasingly competitive environment with clever and fresh technical solutions. To achieve this, Mazda considered customer demands across the entire globe.

The main goal of the Mazda2 development team was a further sharpening of Mazda’s brand values – its distinctive design, exceptional functionality and agile handling . At the same time, the team aimed at a further improvement in ride comfort and operating smoothness , but always bearing in mind the need for safety and environmental friendliness . With this special combination of virtues, the new Mazda2 will strengthen the brand’s DNA and Mazda’s presence in the global B-segment.

Almost 50 Different B-segment Cars to Choose From

Mazda’s clear main focus for the new model is Europe, where this class of vehicle has grown by almost 10 percent during the last six years and has taken more than 25 percent of the new car market . While 19 models featured on consumers’ shopping lists in 1991, by 2006 a total of 49 vehicles were courting the favour of consumers. As the sheer number of products continues to grow, it is becoming more difficult for customers to fully appreciate everything on offer. As a result, emotional factors like an eye-catching exterior design and a fresh brand image are becoming more important as differentiating characteristics – particularly as market observers are predicting further growth of the B-segment of 5 percent during the next 10 years in Europe.

For this reason, Mazda once again closely scrutinised the global sub-compact market during the early phases of new Mazda2 development and during the process filtered out the truly important attributes for a modern global B-segment car. The results: more than anything else customers want low fuel consumption – since this has a decisive influence on operating costs and CO 2 emissions – plus high functionality and ease of use , with dynamic performance that ensures comfortable and fast driving, and an eye-catching design.

Mazda Bucks Trend towards Larger, Heavier sub-compact Automobiles

The new Mazda2 is able to meet all these consumer criteria without following the general trend towards larger and heavier automobiles. On the contrary; while the small cars of other automobile manufacturers have increased in weight and size during the last few years, Mazda has been working to make its new Mazda2 more compact and significantly lighter , while adding safety features at the same time in order to meet the expectations and demands of a wide spectrum of customers.

With its emotionally appealing design, the Mazda2 is styled to have a strong appeal for younger groups of customers – singles and married couples without children – while remaining true to the slogan ‘My first Zoom-Zoom choice‘.