The
Evolution of a Modern Motoring Icon: Worldwide Praise for the
Third-Generation Mazda MX-5 at the British International Motor
Show 2006
Since its launch
in 1989, the Mazda MX-5 has been a smash-hit product around
the world. It's so popular that it holds a place in the
Guinness world records as the world's top-selling lightweight,
open, two-seater sports car, and it has won over 150 industry
awards around the globe. Demand is as strong as ever and by
the end of May 2006, cumulative production stood at 769,454
units.
The
current MX-5 - the third generation of this modern
motoring icon - made its global debut at the 2005
Salon International de l'Auto in Geneva. It's an
uncomplicated open-top, lightweight sports car in
which Mazda further evolved the Jinba Ittai-focused
dynamics of the previous MX-5 generation for even
greater driving enjoyment. And sports car enthusiasts
around the world have overwhelmingly endorsed
it.
Customers' high
evaluation of the third-generation MX-5 has been echoed in the
form of many prestigious industry honours including the Car of
the Year Japan 2005-2006 award, Wheels magazine's
2005 Car of the Year award, BBC Top
Gear magazine's Roadster of the Year
2005 award, a Car and Driver 2006 10 Best Cars award, and
selection as one of top three contenders for the 2006 World
Car of the Year award.
The MX-5 Roadster Coupe:
What, Why, and How?
A number of
retractable-hard-top cars have been launched in recent
years. Amid this trend, many Mazda MX-5 users have expressed
a desire for a smartly designed electric roof that would
allow them to enjoy open-top driving in greater comfort.
Photos: Mazda
Mazda felt an obligation to satisfy these customers
and realized that a model with a powered, retractable hard top would be
an ideal way to expand the MX-5 fan base. So with the thirdgeneration
MX-5 as its starting point, Mazda began developing a
retractable-hard-top model in which the essence of a lightweight sports
car would not be diluted in any way. The goal with the MX-5 Roadster
Coupe* was to further heighten the fun of the third-generation MX-5
open-top driving experience by incorporating a hard top equipped with a
user-friendly open/close system. Realizing this goal meant also
delivering the Jinba Ittai-focused dynamics that make the MX-5 fun to
drive and the distinctive roadster design that make it fun to look at.
Mazda also envisaged a new kind of fun for owners: the fun of having a
car whose novelty, trendiness, and premium quality would attract
attention.
The MX-5 Roadster Coupe:
Challenges and Achievements Lead to a World First
Delivering an undiluted
Jinba Ittai experience together with the unique benefits of the Power
Retractable Hard Top in a car that's truly fun to drive, fun to own, and
fun to use meant overcoming numerous technical challenges. The benefits
are clear:
User-friendly features for
open-top driving make the MX-5 Roadster Coupe fun to use. The Power
Retractable Hard Top has no impact on boot space and can be operated
with ease and peace of mind by any driver or passenger. The MX-5
Roadster Coupe eclipses other retractablehard- top cars in terms of
user-friendliness.
