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Mazda (originally posted HERE)

 

Owned by Ford - 33.4 %

 

Introduction

Mazda is a rare successful example of Foreign-owned Japanese car maker. Ford took effective control of the company since 1996 after the company got into red for 2 straight years. Initially, Ford's man cut cost by terminating money-losing models and platforms, such as MX-3, the whole Eunos / Xedos brand and luxurious car 929. This reduced its production volume but improved profitability.

 

Then the company developed Mazda 6, Mazda 2 and Mazda 3 using the same platforms as Ford and Volvo models. This is not to say Mazda loses its own character. On the contrary, Mazda contributed a lot to the development of these platforms (for example, it led the development of the Mazda 6 platform, responsible for the MZR four-cylinder engines that to be used by various models of its mother company). On the other hand, Mazda deliberately tuned its cars sportier than competitors. This successfully established a young and exciting image.

 

Ford also made best use of the engineering talents of Mazda. It allowed the company to re-introduce rotary engines in the innovative RX-8 four-door coupe and promised the return of RX-7.

 

Sales figure

2004 production (cars and commercial vehicles): 1.134 million units, up 8.9%.

 

Location

Headquarters: Hiroshima

R&D centers: Hiroshima

Plants in Japan: Hiroshima and Hofu.

Plants in US: AutoAlliance, Michigan (50/50 with Ford, produces Mazda 6 and Ford Fusion / Lincoln Zephyr). Brief History

 

Mazda was founded in 1920 in the name of "Toyo Kogyo", producing machine tools. In 1931, it started producing 3-wheel truck, but cars came as late as 1960, when R360 Coupe was launched. From the very beginning of its car operation, it started working on rotary engines (licensed by NSU and Dr. Wankel). Toyo Kogyo knew if they did not have a unique technology, they could have been absorbed by other car makers under the guidance of Japanese government. Therefore during the 60's and early 70's they worked hard to improve the rotary engine and eventually making it for mass production.

 

Their first saloon was launched in 1962, and the brand name "Mazda" had been chosen. 5 years later, the first rotary car, Cosmo coupe, was launched as a small scale production bounded in Japan. The coupe version of the Familia saloon, R100, gained the rotary engine next year. Attack to the US market started in 1970, and rotary engines found prosperity there - 8 years later, the one millionth rotary car was produced. That year also saw the introduction of RX-7.

 

IPB ImageFollowing several energy crisis, the hope of rotary-engined mass production cars broke, leaving only the niche RX-7 sports car carried on. Mazda's fortune in the US also left with the rotary. In 1979, Ford acquired 25% stake in Mazda, starting a joint venture in the US to produce cars for both firms. That venture, AutoAlliance, produced Probe and MX-6 and today still builds Cougar and 626.

 

In 1984, the company name was formally renamed to Mazda. The trio of saloons, 323, 626 and 929, worked well in the 80's to push Mazda's sales up. Before the breakage of bubble economy, Mazda decided to expand its models to premium car market, in other words, following the route of Acura, Lexus and Infiniti. That created Xedos in Europe and Eunos in Asia, both brands share the same cars - the smaller Eunos 500 (Xedos 6) and bigger Eunos 800 (Xedos 9, or Mazda Millenia). Now as you know, the breakage of bubble economy led to the failure of this ambitious project, causing heavy loss and eventually had to seek help from Ford. The latter increased stakes to a third and took the effective control of the Japanese car maker. The independence of Mazda has gone.

 

The most successful Mazda car is probably the '89 Miata (MX-5), which is now 10 years old and has past 500,000 units sales mark. It is going to beat MGA/B/C's all time record for sports car sales.

 

Another achievement is the Le Mans win in 1991. The Mazda 787B took the first ever win for rotary engine. Also the first win for any Japanese car maker, although with a little bit luck.

 

Famous models

RX-7 (mk 1 to mk 3) : the only successful rotary engine car in the world.

MX-5 : one of the greatest roadsters ever made.

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a most excellent write up, the only thing I was own is that ford becamne interested in mazda in 1974 when it purchased 25%, while it has never been confirmed, insiders believe that this was a move by ford ot gain insight into the technology used for more efficent cars during the gas crisis

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