Mazda finally brings its small Mazda2 to the States, with a debut set for early 2010.

Mazda finally brings its small Mazda2 to the States, with a debut set for early 2010.

The biggest challenge for any automaker is developing a clear and appealing brand image and then making sure that all its products continue to live up to consumer expectations.  For Mazda, the test of that philosophy will come with next year’s launch of the 2011 Mazda2 subcompact.

Call it “zoom-zoom concentrated,” suggested Mazda’s U.S. boss, Jim O’Sullivan, referring to the maker’s successful advertising tagline. “It features everything you find in the other cars in our line-up, just concentrated into a smaller package.”

Originally launched four years ago outside the U.S. market, the Mazda2 has won a string of awards – it’s been named Car-of-the-Year in 20 countries, O’Sullivan boasted.  But until recently, Mazda officials didn’t see an opportunity in the truck-centric States.  That’s clearly changed.  Small cars are gaining cache, and sales, and the 2011 Mazda Mazda2 is just one of a number of small cars – including its cousin, the Ford Fiesta – to make an appearance at this year’s L.A. Auto Show.

Company officials aren’t saying much about the car’s features, preferring to hold that for a second roll-out at next month’s Detroit Auto Show, but expect at least one engine in the 1.4-liter range likely to nudge Highway mileage up near 40 mpg.

Noting it already has one of the youngest averages buyers in the industry, Mazda said it doesn’t expect to see any radical shifts in its marketing – or its customers once the 2011 Mazda Mazda2 debuts.

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