Mazda2 could impact Mazda3 sales. And?
Click above for a high-res image of the new Mazda2
We aren't automotive executives, we just play them on the internet. If we were the real thing, one of our first decisions would be to get all the great small cars that are offered overseas into American showrooms. One of those small cars would undoubtedly be the Mazda2. Sales numbers in Europe indicate that buyers love the new little machine, and those figures stand only to climb as the automaker continues to roll out a new three-door model and diesel engines. So, if it's such a solid car, why isn't it sold in the U.S. market? For one reason, Mazda is concerned that having the smaller Mazda2 here could eat into sales of its hugely successful Mazda3. We wonder, though, if having two pretty big sellers isn't better than having one really good seller. Isn't variety the spice of life? In any case, Ford will soon be selling some of its small Euro-cars in our market, and the Mazda shares much in common with them so, in a way, we'll soon be getting our wish.
Gallery: 2008 Mazda2
[Source: Automotive News - sub. req'd]
Reader Comments (Page 1 of 1)
Snowdog 8:16AM (9/24/2008)
It is better to eat your own lunch than have your competition do it for you.
Sure it might cost them a few overlap sales, but Honda Fits and more similar will do the same. It is better to lose that sale to a Mazda 2, than a Honda Fit.
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ryan 8:25AM (9/24/2008)
If their profit on the 3 is better than the 2, then it is a legitimate worry that the 2 may eat into 3 sales. I don't know much about Mazda and their business model, so I can't comment on the matter, from a business perspective.
I can however say that I love the 2, and that it would be absolutely FANTASTIC if it were equipped with a small displacement turbo diesel.
That being said, the previous version of it was ugly as heck and you couldn't pay me to drive one. Mazda probably has had the greatest styling redo of any automotive company in history. I still cannot believe what a 180 they pulled in the styling department.
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Kevin 9:23AM (9/24/2008)
Sure it "might" take some 3 sales... but on the other hand, it would likely pull in more sales when it comes to the "Yaris vs. Fit vs. 2" shoppers. And since small cars are pulling in record sales figures anyways, what's the big deal?
On the other hand... here in Canada we might get it anyways. It wouldn't be the first time we got the smaller cars long before the US.
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Robert 9:33AM (9/24/2008)
Take a page from the iPod. Apple had the original iPod and came out with the iPod Mini. The original had higher capacity hard drives to make it more appealing over the Mini, but that's about it. Was Apple afraid and sold one model in the US and a different in other markets? No. They released both, and both continued to sell well.
Then they released the Nano. Realizing that the people buying the iPod Mini would probably opt for the equal-but-smaller Nano, they discontinued the Mini. Regular iPods and Nanos sold in tandem really well. If you have a product that doesn't differentiate itself enough, sell the one that is better.
So, either the Mazda 3 is different enough from the Mazda 2 that they can co-exist, or the Mazda 2 should replace the Mazda 3. If it's the first, like Snowdog said above, don't let someone else eat your lunch. Ford will happily be doing just that before too long. If you need to replace a model, make a bold move and do what shopping customers want most now (not what people who have already purchased it wanted then).
Frankly, though, I think there is a place for the both in the US market. The Mazda2 will cannibalize some of the Mazda3 sales. That is ok, though, because the people who buy the Mazda2 DIDN'T WANT the Mazda3 and would have gotten it only because there was no other option. The key here is that providing the customer with what they want will increase brand loyalty and increase sales.
I don't understand why it's so hard to get car companies to realize this and it's sad that Mazda, who have been very good about providing what their customers want, are ignoring these ideals.
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Rick 4:03PM (9/24/2008)
What Mazda fails to realize is beyond potential Mazd3 owners spending less and getting the Mazda2, you GAIN buyers who don't want the size of the Mazda3 and have to shop elsewhere like the Fit or Yaris. I'd rather lose sales to myself, and gain sales from a new product class then to get passed by while playing it safe.
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Throwback 9:58AM (9/24/2008)
Mazda is right to be concerned about cannibalizing sales of a higher profit car. The idea is to generate more profits, not necessarily more sales. They have to ensure they can sell the 2 at a profit. To do this they would have to build it in Mexico like Ford will be doing with the Fiesta. That's where the cost benefit analysis comes in.
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stevefazek 6:53PM (9/24/2008)
A Small sporty car that gets 40 MPG and handles like a mazda i want one
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tankd0g 7:02PM (9/24/2008)
Mazda 3 mileage sucks. this wouldn't only eat into Mazda 3 sales it would probably replace them.
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Bill Pease 11:46AM (11/27/2008)
As a current Mazda driver, I am interested in this car. Especially with such good mileage. I saw the ''butt ugly'' new Mazda 3. They either bring the 2 here, or I go to another brand of gas efficient, and better looking cars.
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