"davesaddiction @ opposite-lock.com" (davesaddiction) 08/01/2019 at 10:05 • Filed to: None

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Is Mazda going to survive?
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Looking pretty dire right now, sadly. Think Toyota will just end up buying them and they’ll become a wholly-owned subsidiary?
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Mazda Motor Corp. reported a 79 percent drop in quarterly operating profit as it continues to struggle with declining U.S. and Chinese sales, while a strengthening yen also cut into its bottom line. Operating profit at Japan’s No.5 automaker was 7.0 billion yen ($64 million) in the first fiscal quarter ended June, versus around 33 billion yen ($302.8 million) a year ago and less than half of an average forecast for 18.5 billion yen from analysts polled by Refinitiv.

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Azrek > davesaddiction @ opposite-lock.com 08/01/2019 at 10:19

0

We have a poll on who will fold first? Nissan or Mazda? 

Party-vi > davesaddiction @ opposite-lock.com 08/01/2019 at 10:20

5

This is a bummer considering the new 3 is gorgeous, just like the CX-5.

and 100 more > davesaddiction @ opposite-lock.com 08/01/2019 at 10:21

3

What th e hell, I thought that Mazda was killing it lately?

Under_Score > davesaddiction @ opposite-lock.com 08/01/2019 at 10:22

1

Lack of dealers and name recognition, man.

Funktheduck > Party-vi 08/01/2019 at 10:23

0

I love my 3 and I originally planned on getting another when it was time to replace this one. But, their push upmarket has pushed them out of my price range for a manual hatch and the auto is more than I’d want to spend as well. I drive a lot and buying new is a bad decision to begin with but once you get nearly $30k as a starting point I walk away. 

Ash78, voting early and often > Party-vi 08/01/2019 at 10:28

1

I like the CX-5's cues, but I still can’t get into (aesthetically) any of the small crossovers. To me, they just look like bulbous hatchbacks forced into a small footprint -- too tall, but not long enough . Function over form.

My bird IS the word > davesaddiction @ opposite-lock.com 08/01/2019 at 10:29

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Why arent people buying mazdas? They have a great reputation for their passenger stuff as far as im aware.

Snuze: Needs another Swede > davesaddiction @ opposite-lock.com 08/01/2019 at 10:30

3

This is weird to me because I see 3s and CX-5s EVERYWHERE! We loved the CX-5 when we test drove it and if the signature series with the turbo engine was out when we were shopping last fall it probably would be in our driveway right now.

That said Im not sure I see Toyota swooping them up. Everyone is struggling right now as the US and China slip towards recession. Toyota may not have the cash to buy Mazda.

What this really highlights is that nobody learned their lesson 10 years ago and have continued to maintain a focus on short term profts and quarterly growth vs. long term viability. That and in Mazdas situation pushing upmarket is a hard fight from their value brand heritage, especially with all the financial turmoil and wage stagnation.  

Ash78, voting early and often > davesaddiction @ opposite-lock.com 08/01/2019 at 10:31

3

I truly believe actual car names would help. Especially since the 929 and 626 merged to become the Mazda6 and Mazda3. Milennia came and went (GOOD NAME) . And all the crossovers get confusing...CX-7, CX-9, then the CX-7 is gone and the CX-5 has taken its place to make room for the CX-3.

I have a hard enough time keeping up with it, so I can only imagine most consumers do, too. They just end up thinking about “Highlander” and “Explorer” when it comes time to think about what to buy.

Boxer_4 > Azrek 08/01/2019 at 10:33

7

Meanwhile, Mitsubishi will continue to plod along...

SWEENEE > Ash78, voting early and often 08/01/2019 at 10:34

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CX-9

Milky > davesaddiction @ opposite-lock.com 08/01/2019 at 10:34

2

As a Mazda owner and person who likes pretty things this makes me sad. Their cars just look good, in and out.

Maybe they can team up with Subaru.  One does off road and the other sporty.  Subaru could use some updating engineering and interior wise.  

Jordan and the Slowrunner, Boomer Intensifies > davesaddiction @ opposite-lock.com 08/01/2019 at 10:38

3

As I’ve said before, Mazda will die before Mitsubishi. They build cars for enthusiasts, which translates to loud and uncomfortable. Even Motortrend, who rarely says anything bad about a car, said the ride of the new CX-5 Signature was “Jittery and baby waking.”

They needed to not focus on the “holy grail” engine, and focus on EV’s and hybrids. But they didn’t. 

shop-teacher > davesaddiction @ opposite-lock.com 08/01/2019 at 10:38

3

This isn't the first time Mazda has been on the ropes. I think they'll survive.

Highlander-Datsuns are Forever > davesaddiction @ opposite-lock.com 08/01/2019 at 10:43

2

The numbers are operating profit, which are still in the black. A company like Mitsubishi I would assume has been in the red since 2004. I wouldn’t write them off yet, but they really need to jump on the band wagon and SUV all the things and get that dealer network expanded. Shit we even have a hyundai dealer in Kalispell MT.

Ash78, voting early and often > SWEENEE 08/01/2019 at 10:43

0

Doesn’t count -- that looks good because of the length. The 5 and 3 are the confused ones, IMO.

Tapas > davesaddiction @ opposite-lock.com 08/01/2019 at 10:44

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First Nissan and now Mazda?! What’s going on with Japanese manufacturer s?

Okay.....I don’t care that much about Nissan. Bu t Mazda?!?!

davesaddiction @ opposite-lock.com > Funktheduck 08/01/2019 at 10:44

1

That sucks.

Paid $16 .5k for my ‘05 5s hatch - great car.

Jordan and the Slowrunner, Boomer Intensifies > Azrek 08/01/2019 at 10:44

0

Mazda, 100%. Nissan has a competent EV. Mazda is trying to climb into a saturated market with FWD cars. 

Jordan and the Slowrunner, Boomer Intensifies > and 100 more 08/01/2019 at 10:45

2

Mazda is killing it with some enthusiasts. 

nerd_racing > Azrek 08/01/2019 at 10:47

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almost certainly Mazda before Nissan, but damn I would be so sad on that day.  

vondon302 > davesaddiction @ opposite-lock.com 08/01/2019 at 10:47

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M eanwhile FCA keeps making money.

https://amp.detroitnews.com/amp/1858415001#referrer=https%3A%2F%2Fwww.google.com&_tf=From%20%251%24s

Maybe they need some trucks and outdated muscle cars.

nerd_racing > and 100 more 08/01/2019 at 10:48

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They killed killing it when they pushed upmarket.  For a nicely equipped economy car, Mazda was a great choice.  For a decently equipped luxury car, Mazda is going to struggle to compete.  

davesaddiction @ opposite-lock.com > Highlander-Datsuns are Forever 08/01/2019 at 10:49

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Good point on the dealer network, but that takes convincing someone to invest for the long term.

Hyundai/Kia are killing it these days. 

davesaddiction @ opposite-lock.com > vondon302 08/01/2019 at 10:49

3

Clearly.

The just-barely-adequately-powered thing doesn’t play well here in the States. 

nerd_racing > Ash78, voting early and often 08/01/2019 at 10:49

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not to mention the CX-30.  

davesaddiction @ opposite-lock.com > Tapas 08/01/2019 at 10:50

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We’re on the precipice of a global recession. 

M.T. Blake > davesaddiction @ opposite-lock.com 08/01/2019 at 10:51

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79%?!?!? Jeebus they’re screwed. 

davesaddiction @ opposite-lock.com > and 100 more 08/01/2019 at 10:51

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Great products, not great sales (except for CX-5). 

davesaddiction @ opposite-lock.com > Under_Score 08/01/2019 at 10:51

0

Yep.

davesaddiction @ opposite-lock.com > My bird IS the word 08/01/2019 at 10:53

1

People who buy Japanese want the name recognition of Toyota/Honda and the dealer network. Hyundai/Kia stealing lots of sales, I’m sure. 

Highlander-Datsuns are Forever > davesaddiction @ opposite-lock.com 08/01/2019 at 10:54

1

The local nissan dealer picked up Hyundai a few years ago and now I think Hyundai is probably taking sales from Nissan. There is one Mazda dealer in western montana and that is in Missoula and they are tiny. There are I think two mazda dealers in Spokane WA, about 5 hrs away. 

davesaddiction @ opposite-lock.com > Snuze: Needs another Swede 08/01/2019 at 10:55

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CX-5s are still selling well, but 3 sales have really fallen off.

davesaddiction @ opposite-lock.com > Ash78, voting early and often 08/01/2019 at 10:57

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Maybe. CX-5 sells well, but the new CX-9 has a lot of competition, especially with the new Telluride & Palisade. 

Maxima Speed > davesaddiction @ opposite-lock.com 08/01/2019 at 10:59

0

Man that’s a massive drop. The new engine could be a game changer though. I’m curious how many people are like me and waiting for the skyactiv x. My plan is to hopefully buy the Mazda 3 hatch with skyactiv x  and manual, but probably after it’s been on the market for a year to see how reviews hold up.

davesaddiction @ opposite-lock.com > M.T. Blake 08/01/2019 at 10:59

1

Still in the black, but that’s a hell of a slide. Maybe they had some major institutional costs that had to expend in the past year? 

davesaddiction @ opposite-lock.com > Highlander-Datsuns are Forever 08/01/2019 at 11:00

3

No way I’d buy a car if the closest dealer was over an hour away. 

Tapas > davesaddiction @ opposite-lock.com 08/01/2019 at 11:01

0

That seems to make sense.....Brexit, America, all of it is crumbling.

Nothing > davesaddiction @ opposite-lock.com 08/01/2019 at 11:02

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Mazda isn’t a car people aspire to. It’s a car they start out in. Or it’s the car you buy 20 years later to autox. Go back to the 1st gen Speed3, and all sorts of youngsters snapped up a Speed3, but most of them within a few years traded them in for E46 M3s, WRXs, and Evos. The Speed3 was the entry to the enthusiast market for some people, not the end game,

I will say last month, we had a CX9 as a rental. My wife didn’t like how long the nose was on the car, design wise, but otherwise loved the vehicle itself. She thought it was nicer, more comfortable, and quicker than her Grand Cherokee.

Also, it doesn’t help that I no longer fit in a new Miata. *sad face*

davesaddiction @ opposite-lock.com > Milky 08/01/2019 at 11:03

0

Subaru needs no assistance, but yeah, maybe. 

davesaddiction @ opposite-lock.com > Jordan and the Slowrunner, Boomer Intensifies 08/01/2019 at 11:04

0

Sad!

Ash78, voting early and often > davesaddiction @ opposite-lock.com 08/01/2019 at 11:04

1

You’re right, the CX-5 is insanely popular just about everywhere. Too bad it doesn’t seem to be rubbing off on the rest of the line, or the company as a whole.

I’m extremely curious about cross-shopping in the 3-row segment. It seems to me that “fun to drive” just doesn’t resonate in that market, so Mazda’s home run CX-9 means virtually nothing.

davesaddiction @ opposite-lock.com > shop-teacher 08/01/2019 at 11:06

2

Hope you’re right.

Hiroshime n are tough people, and have been through worse...

Milky > davesaddiction @ opposite-lock.com 08/01/2019 at 11:07

2

They dont need it, but they are still small and lonely in this cruel, cruel world.

nerd_racing > davesaddiction @ opposite-lock.com 08/01/2019 at 11:07

1

They really need to make the RX visions before they go under though. 

Snuze: Needs another Swede > davesaddiction @ opposite-lock.com 08/01/2019 at 11:09

0

Wow. That's not good. I wonder why they've fallen off so bad?

davesaddiction @ opposite-lock.com > Ash78, voting early and often 08/01/2019 at 11:09

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I think what kills it is that it’s significantly smaller than its direct competitors.

We had an ‘08 CX-9, drove it for 200k miles, and sold it to my sister a few years back , who’s still getting lots of good use out of it with her family (just took a 5000+ mile roadtrip).

davesaddiction @ opposite-lock.com > Maxima Speed 08/01/2019 at 11:10

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Not as many as you’d hope... 

M.T. Blake > davesaddiction @ opposite-lock.com 08/01/2019 at 11:13

1

I’m sure the answer is out there. Regardless, I do hear less about Mazda than I did five years ago. They’re getting a bit stagnate. If they built something enthusiasts would want, it could help the reputation. There are a finite amount of people that will drive a Miata. 

davesaddiction @ opposite-lock.com > Nothing 08/01/2019 at 11:14

0

It’s a good point, but that’s what they’re trying to become.

Definitely seems like a mistake to not make the new 3 more affordable.

A “cheap” 3 that’s significantly nicer than competitors for the price might get owners to stick around for a CX-5 or -9 as their family grows. 

davesaddiction @ opposite-lock.com > M.T. Blake 08/01/2019 at 11:16

1

And they’ve shown no interest in giving the enthusiast market anything but the Miata, sadly. 

davesaddiction @ opposite-lock.com > Snuze: Needs another Swede 08/01/2019 at 11:19

0

My guess: s ome sales lost to CX-5, cost of entry has gone up, sending buyers to cheaper options.

davesaddiction @ opposite-lock.com > nerd_racing 08/01/2019 at 11:20

0

Yes, please!

davesaddiction @ opposite-lock.com > Milky 08/01/2019 at 11:22

1

Yeah, definitely small in relation to the bigs.

412GTI > davesaddiction @ opposite-lock.com 08/01/2019 at 11:26

2

Mazda is one of those cases of what do you really do. They sort of created an identity crisis moving up market (although I wouldn’t consider them upmarket) and moving away from being the “zoom-zoom” brand. I kind of see them now as a Japanese VW - still better to drive than most competitors, while offering a touch of luxury not found in some other brands.

I for one thought this was a good move as just being know as the driving brand won’t get you sales. However, maybe I was wrong thinking that. I believe it really boils down to a lot of different variables, from the current demands, dealer network, etc.

I really do want to see Mazda survive, I’ve liked them since we had a CX-9.

M.T. Blake > davesaddiction @ opposite-lock.com 08/01/2019 at 11:31

2

Exactly. Brands are built on reputations. Mazda is currently the Buick of Japan. Odd ducks, old people, and the deal hunters are the only ones buying them. 

davesaddiction @ opposite-lock.com > M.T. Blake 08/01/2019 at 11:34

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Not sure about Buick, but they’ve definitely lost their “zoom-zoom” character. 

K-Roll-PorscheTamer > davesaddiction @ opposite-lock.com 08/01/2019 at 11:36

4

They’ll live longer than Nissan. I believe that to be a FACT.

Nothing > davesaddiction @ opposite-lock.com 08/01/2019 at 11:37

3

Agreed. Follow the Kia/Hyundai model....over deliver on content for the price level and add a long warranty. For the “Zoom zoom” company, it’s absurd that the 3 with a manual transmission is only available  in FWD “Premium” trim that starts at $27,500, and only available on the hatch. I guess they don’t zoom zoom anymore.

davesaddiction @ opposite-lock.com > 412GTI 08/01/2019 at 11:38

2

They never build up the brand cache that would really support a move upmarket. For the people that know and care, they are some of the best driving cars, with the best design and interiors for the money, but for too many, they only car about cost, space and power. Mazda used to compete on price, but now they don’t even have that anymore. 

davesaddiction @ opposite-lock.com > Nothing 08/01/2019 at 11:40

0

That’s the saddest thing to me, but I assume it was sales driven and they just weren’t selling hardly any manuals in the 3 any more.

davesaddiction @ opposite-lock.com > K-Roll-PorscheTamer 08/01/2019 at 11:40

2

I hope you’re right. 

Jordan and the Slowrunner, Boomer Intensifies > K-Roll-PorscheTamer 08/01/2019 at 11:47

0

Nissan has a functioning and decent EV. Mazda is still planning out a petroleum engine. Mazda will sink quick. 

promoted by the color red > davesaddiction @ opposite-lock.com 08/01/2019 at 11:56

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I love my Miata but I learned first-hand how difficult it could be having the dealer far away when I left the car there for warranty work. I had to leave work at around 2PM , drive 120 miles into LA at rush hour, and immediately drive home. It took a while.

davesaddiction @ opposite-lock.com > promoted by the color red 08/01/2019 at 13:01

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Yeah, no bue no...

DaGr-I'm-ey1 > davesaddiction @ opposite-lock.com 08/01/2019 at 13:02

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Cickbait, Mazda had long knew this was coming and was planning accordingly. This is why you don’t see the job cuts like Nissan. The sudden t ruck, SUV craze in the US is what did them in. Petrol starts creeping up and the market takes a turn and we starting all over again . Mazda is at a cross roads but their engineering  department sales on its own.  They just need to figure out the options to cost ratios.

DaGr-I'm-ey1 > Milky 08/01/2019 at 13:04

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They really only sell well in the US to suburban households.

mazda616 > davesaddiction @ opposite-lock.com 08/01/2019 at 13:05

1

I see them going the way of Suzuki and retreating from the U.S. market but continuing to sell elsewhere. Which makes me immensely sad because we are a two-Mazda family and I’m not in the mood to have two orphaned cars.

davesaddiction @ opposite-lock.com > DaGr-I'm-ey1 08/01/2019 at 13:07

1

Hope you’re right, but no real reason for oil prices to go up short of us actually going to war with Iran... 

davesaddiction @ opposite-lock.com > mazda616 08/01/2019 at 13:08

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Ugh... Suzuki? I really hop e not.

mazda616 > davesaddiction @ opposite-lock.com 08/01/2019 at 13:10

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Me too. Especially since Toyotas and Hondas are sorely overpriced for what you get, at least in my opinion. I don’t want to shell out 30 grand for a Highlander with 100,000 miles on it.

shop-teacher > davesaddiction @ opposite-lock.com 08/01/2019 at 13:15

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True story!

arl > davesaddiction @ opposite-lock.com 08/01/2019 at 15:11

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It would be a strange and sad world if you could no longer buy a new Miata. 

arl > davesaddiction @ opposite-lock.com 08/01/2019 at 15:12

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Bring back the Grand National! In black only! Oh wait, we’re talking about Mazda, not Buick. Sorry - I had an 80's flashback there for a moment. 

davesaddiction @ opposite-lock.com > arl 08/01/2019 at 15:20

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Truth. 

Under_Score > davesaddiction @ opposite-lock.com 08/01/2019 at 15:49

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Also, the CX-5 isn’t the first choice on the radars for a lot of people. Cargo space is lacking compared to the CR-V, the RAV4, and the Rogue, the top choices in the CUV class. I suggested a CX-5 to my sister, but she was fine with what she’d already looked at. 

davesaddiction @ opposite-lock.com > Under_Score 08/01/2019 at 15:51

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Yeah, it’s the best design and driving dynamics, but not size, power, or price.

Khalbali > davesaddiction @ opposite-lock.com 08/01/2019 at 16:21

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As sad as this would be, and I'm a huge Mazda guy I've owned 4, the silver lining is maybe used prices would tank and I could afford that mazda6 signature finally.... And an rf someday.

davesaddiction @ opposite-lock.com > Khalbali 08/01/2019 at 16:24

0

We were a two Mazda family at one point. I look forward to owning an ND one day, and I really hope Mazda’s still around for many, many years.

Khalbali > davesaddiction @ opposite-lock.com 08/01/2019 at 16:38

1

Me too, my wife badly w ants a mazda3 and she’s not at all a car person, but I have my eye on the 6 turbo. I even worked for Mazda for 3 years and I've had 2 miatas, a 2 and a 3. Just looking for a silver lining here..... My dilemma was a 6 turbo in a year or two or wait for a possible straight 6 rwd mazda6 if it ever materializes.

davesaddiction @ opposite-lock.com > Khalbali 08/01/2019 at 16:44

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Yes, the I-6 RWD is a very exciting prospect ...

Jayvincent > Nothing 08/01/2019 at 18:03

0

The follow-on to the Speed3 should have been the RX-8...

Jayvincent > davesaddiction @ opposite-lock.com 08/01/2019 at 18:05

3

We can wag that dog, no problem...

Jayvincent > davesaddiction @ opposite-lock.com 08/01/2019 at 18:06

1

OPPO BUY!

C’mon, who’s with me? MANUAL EVERYTHING!

NojustNo > davesaddiction @ opposite-lock.com 08/01/2019 at 19:13

1

I don’t know... I think the profits are mostly affected by investments in new engine and other technology. They’ll make it!

AMC/Renauledge > davesaddiction @ opposite-lock.com 08/01/2019 at 19:34

3

Mazda is still making money. They’re still profitable. They’re just not making as much profit as they’ve been.

Things are not “dire.” They’re challenging. And sometimes those challenging circumstances can drive greater innovation and creativity.

But this language that temporary periods of reduced profits make things “dire” is quite sensationalistic and not reflective of reality. It’s reflective of the absurd business cycle we have today.

AMC/Renauledge > mazda616 08/01/2019 at 19:35

0

They are so unbelievably far from Suzuki’s situation, the two aren’t comparable at all.

davesaddiction @ opposite-lock.com > AMC/Renauledge 08/01/2019 at 20:58

1

Thanks for the reality check. You can blame me for “dire”...

davesaddiction @ opposite-lock.com > NojustNo 08/01/2019 at 20:58

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Hope so!

CRider > DaGr-I'm-ey1 08/01/2019 at 21:18

0

The market isn’t going to turn back to cars . The people who buy new vehicles can afford $5 gas, and when big crossovers only have a 2-3 MPG loss compared to a sedan they’re willing to take the hit. The days of people dumping 11 MPG Hummers and Tahoes for 4 0 MPG Priuses is over.

BoxerFanatic, troublesome iconoclast. > davesaddiction @ opposite-lock.com 08/01/2019 at 21:52

1

When things like this happen, and both Nissan and Mazda see market reductions, it all goes back to having a good core business during the good times, to carry through the lean times.

Chan - Mid-engine with cabin fever > davesaddiction @ opposite-lock.com 08/02/2019 at 15:18

1

I think Mazda has room to go premium. That concept has looks to die for—yes, those proportions would never make it into production (a giant car with the interior space of a Mazda3), but the theme is excellent. It needs an impressive powertrain and the handling performance chops that Mazda already knows how to do .

AMC/Renauledge > davesaddiction @ opposite-lock.com 08/02/2019 at 16:47

2

I don’t blame you. I blame our sensationalistic media environment, particularly when reporting on business. If a business isn’t regularly posting ever-larger quarterly profits, they’re talked about as though they’re imperiled.

Janine Marie > Party-vi 08/02/2019 at 17:16

0

I agree!  I am currently leasing my 2018 CX5, my 4th Mazda, and I was looking forward to leasing another in a couple years.  Also, my Mazda dealership has fabulous staff!

Stephen P > AMC/Renauledge 08/02/2019 at 18:02

1

Thank you for that just bought a new and my first Mazda the 3 preferred and I really like the carof course the dealership I purchased it from went out of business 30 days later ferman Mazda of ClearwaterShepherd as I think they knew they were going out of business when they even sold me the car creeps now I have to go elsewhere to get service but I still like the car

HammerheadFistpunch > davesaddiction @ opposite-lock.com 08/02/2019 at 18:58

0

Thats a pretty exciting sounding engine.  

Highlander-Datsuns are Forever > davesaddiction @ opposite-lock.com 08/03/2019 at 00:16

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Thats  partly why I bought a Subaru, dealer is right here in town.

davesaddiction @ opposite-lock.com > HammerheadFistpunch 08/03/2019 at 12:37

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I’m really excited about it. Hopefully the motor will convince some BMW buyers who want the old silky-smoothness and beautiful noises back. 

davesaddiction @ opposite-lock.com > Highlander-Datsuns are Forever 08/03/2019 at 12:41

0

Thankfully I live in a big enough town that we’ve got most dealers here (besides exotics).