At the 2019 Denver Auto Show on Wednesday, a representative from Mazda stated that the automaker’s growing availability of all-wheel drive (AWD) may not attract potential buyers of its flagship MX-5 roadster. While Mazda is renowned for its dynamic hatchbacks, sedans, and crossovers, the company believes there is little justification for altering its iconic roadster.
“We see all-wheel drive as a transformative feature for Mazda,” said Dennis Flaherty, North America’s Gulf Region Marketing Manager, when asked about the relevance of AWD for MX-5 consumers, in an interview with The Drive.
“It’s currently offered on all our CUVs, which we consider extremely important as it distinguishes us from competitors. However, is AWD essential for the Miata? Probably not, considering the type of buyer drawn to the MX-5—it appeals to a different audience and occupies a unique niche in our lineup, our signature vehicle, if you will.”
Flaherty highlighted the introduction of AWD across as many Mazda models as possible, viewing it as a key strategy as the company seeks to elevate its status among premium brands like Lexus, Acura, and Infiniti. He noted that AWD is integral to the brand identity of companies such as Subaru and Audi, and it is becoming increasingly common in formerly rear-wheel-drive-focused brands like BMW and Mercedes-Benz.
“We strongly believe that AWD is a crucial offering for our customers as we transition into a premium brand,” he added. “With enhanced technology and additional features, all-wheel drive offers a stable driving experience not just in icy conditions but also in dry weather, rain, or on gravel roads.”
Flaherty again pointed out the growing significance of AWD for buyers, which is why it has been included in the new Mazda3. This model was recently tested and praised as a solid alternative to the traditional AWD option, the Subaru Impreza.
“It’s a game-changer in its segment,” Flaherty remarked, noting that the Subaru is currently the only other AWD choice in the Mazda3’s category. “Being one of only two brands offering it in this competitive segment sets us apart. With all the additional features we’ve incorporated, it’s another layer of appeal for consumers.”
To further entice customers, Mazda is introducing its innovative SkyactivX engine, a state-of-the-art powertrain utilizing spark-assisted compression ignition technology, a first for a mass-produced gasoline engine. However, Flaherty mentioned that Mazda has not yet determined whether this engine will be rolled out across its entire lineup.
Lastly, a notable aspect that distinguishes Mazda from its contemporaries, such as Lexus and Acura, is the absence of a full-size flagship sedan. The current Mazda6 is classified in the midsize segment. Flaherty confirmed that there are currently no plans for Mazda to release a sedan larger than the Mazda6, making comparisons with competitors like Infiniti challenging.
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