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Kodo has been serving them well...

For the past several years, Mazda’s design team has been designing cars using “Kodo,” meaning “soul of motion,” and is meant to evoke an emotional response in the driver – a physical manifestation of “zoom zoom.” So far, it’s been a runaway success. These new Mazdas are more stylish, better built, and better engineered than almost all of their competitors. Using advanced powertrain engineering that Mazda calls “Skyactiv Technologies,” the engine, transmission, and chassis is designed for maximum power, handling and fuel economy, delivering an exciting driving experience that extends across the entire model line.

Read more: How Mazda Transformed Itself From Also-Ran to World-Leader
 

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I wonder how Mazda can increase its sales volume. People love the brand yet it remains niche. Either that or they purposefully want to keep a smaller market share.
 

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volume products
there are volume products and niche products.
Aren't most of Mazda's products volume products though? The Miata is a niche product (though it can also do pretty well in terms of volume). Everything else is volume though, right?
 
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