Mazda motors on moniker modifications

As we have reported in previous editions, Mazda is busy changing its naming conventions. While retaining its numerical style, leaving its competitors to beg, borrow or steal romantic or linguistically challenging names, Mazda has decided to drop its three-number combinations in favour of a simpler single-digit differentiation. The first to arrive on the Irish market was the Mazda6.

The latest change in its model stable comes with the supermini class Demio, which will be called the Mazda2. Set to go into production in Valentia, Spain, by March next year, we can expect to see it arrive in Irish showrooms by April 2003.

While plans in Japan are for a 1.3-litre and 1.5-litre engine options, David Moran, Mazda's Irish marketing manager says the big seller in the Irish market is likely to be the 1.25 Zetec developed for the European market, if only because the dreaded VRT here effectively adds 10 per cent to the price of any car with a cubic capacity over 1,400 cc.

However, in spite of our punitive vehicle tax regime, the 1.5-litre will be available here for those willing to take the tax pinch.

This latest launch is clearly positioned in the supermini category where Mazda wishes to develop its potential and brand name. The supermini market is the second biggest segment here, according to Moran, with sales of between 45,000 and 50,000 yearly and Mazda is clearly targeting it for expansion.

While prices have not been agreed yet, it is likely to be in the same bracket as its Ford cousin, the Fiesta. Pricing will certainly be assisted by the decision to build it in Spain, where the benefits of the eurozone will impact on costs. Previous overheads such as exchange rate fluctuations and other non-productive costs may begin to show the benefits of monetary union.

The Mazda2's predecessor is approaching the end of its lifespan, and sales are reflecting that fact. Originally launched back in 1999-2000 it recorded sales of 1,300 initially, but these have since waned and this year's sales are expected to reach around 400. While they don't have any definite predictions on the Mazda2 they do expect to sell several thousand and get their footing firmly into this lucrative market.

By the end of 2003 we can expect the next name change with the Mazda3, and while the supermini is a small part of the Mazda portfolio in Ireland they do expect to get their share up to 6 or 7 per cent and be competitive in the three main segments with a Mazda2, Mazda3 and the recently launched and successful Mazda6.

While no date is set for its arrival in Ireland, it's most likely to be here in the earlier part of next year, powered by a newly developed 1.3-litre engine. Mazda are also considering a 1.5-litre variant for some markets, but Ireland may not be one of them.

As regards styling, the Mazda2 features sharp, up-slanting headlights and the signatory five-pointed grille with centrally located Mazda emblem. The front and rear bumpers are stretched out to emphaside a "wide tread" look.

The car features a 50:50 split rear seat back - common with all superminis - and has a spring-loaded mechanism that pulls up the entire rear seat, and folds it to rest behind the front seat backs.