Miata Mailing List: January 1997, Message #13
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   From: (none)

Subject: Future of Miata and the Z3

   Date: (none)



    FWIW,  I think Tom's analysis of the market for the Miata and the

market a step up is EXACTLY right and very perceptive.  Mazda would do

well to listen to Tom's advice.  History shows that other paths (Nissan Z,

RX-7, MR-2, etc.) aren't so wise in the long run. 

   I just rear a review in European Car of the 6-cylinder U.S. market Z3.

I think its a winner and it undercuts the Boxster by $5000, but it is not

a Miata competitor, as Tom explains below.

John Emerson

Middlebury, Vermont



 Tom Reynolds wrote:

     That's a good market segment.  As BMW goes upscale to compete with

Porsche and Mercedes-Benz, they will leave the "bottom end" of the market

open.  If Mazda is smart, they'll do something like the following.

     Don't make major changes to the Miata.  Instead, offer various

packages, as has been done the last couple of years.  Drop a bigger engine

in the car for more power-preferably low end torque.  I don't know the

quality of the automatic transmission in Miatas now, but if it's good and

responsive, leave it as an option in the "up market" packages.  If not,

get a good one somewhere and offer it.  Go after the low end ZZZ market,

nibble

at them that way.  No way someone is going to want to pay upwards of

$30,000

for a Miata-even an upscale one-unless it has a different look, and the

economies of scale won't permit Mazda to do that, (and I don't think it

would be a good marketing idea even if the could do it.)  Give them 

credit,

BMW had a good product out at a good time. They never were aiming at the

Miata market, per se.  They wanted to get a car out there, get the media

attention, and get people into it.  Now they can counter the Boxster and

SLK by offering the 2.8 6 with gravy.  At a price of ~$35,000.00, still 

cheaper than Porsche and Mercedes-Benz.  So, that market is split 3 ways,

and Mazda has it open all the way to around $30,000.