Mazda2 will also have competition from itself via the Mazda-designed Ford Fiesta.
Mazda North America is finally setting aside its reservation about the size of the potential market and plans to begin importing the subcompact Mazda2, staring late in 2010.
By that time it will not only face competition not only from the successful Toyota Yaris, Honda Fit and Nissan Versa models that have been on sale in the U.S. for years with multiple body styles, but it will also have competition from itself via the Mazda designed Ford Fiesta.
Jim O’Sullivan, Mazda North America CEO, made the announcement during a meeting of the company’s top dealers Mazda had previously announced that the car also would be sold in Canada, beginning at about the same time. The car will be introduced to American consumers during the Los Angeles Auto Show in December.
“You’ve asked us for it for a while now, and we’ve been studying the market to make sure we can make a business case for it across North America,” O’Sullivan said.
"Fiesta Movement Agents" Thomas and Whit took this photo to demonstrate "how unique it is." Really? See the Mazda2 above.
“As consumers’ tastes and attitudes toward small vehicles have changed, we now believe strongly there is a place in our lineup for a car below our current least-expensive car, the Mazda3. Mazda2 will be true to everything that makes our cars stand apart from the competition: it will be stylish, fun-to-drive and a heck of a value,” he claimed.
The Mazda2 has been a sales and media success in markets around the world, winning more than 50 awards and being named Car of the Year in more than 20 separate countries. In addition, the B-segment car was named the 2008 World Car of the Year, besting all other new cars around the world. Strong demand for the car in other markets around the world has been a key reason the car has been slow to appear in Mazda’s North America lineup, O’Sullivan claimed.
In Japan the Mazda2 is marketed as a Demio (sooner or later Mazda will convert to global names) and sells for $13,000 to $17,000.
Ken Zino contributed to this story.