Timing is everything.
So after launching the 2009 model Mazda6 on the eve of the financial crisis last summer, the Japanese automaker plans to, well, re-launch or “continue the launch” of the mid-size four-door sedan that is a critical part of the company’s model line in the U.S.
The latest marketing move sells the deal. The price is being cut with help from a higher residual value from Automotive Lease Guide, Mazda officials said. On average prices for comparably equipped vehicles are dropping about $500.
For the 2010 model year, Mazda6 offers what is in the business known as “minor trim and package enhancements.” To streamline the most popular options, a new Touring Plus model is added to both the 6i as 6s models. It adds a power moon roof, ground illumination or what used to be called running lights Bluetooth, electroluminescent gauges, a blind spot monitoring system and an anti-theft alarm.
The “technology package” offered on Grand Touring models includes a multi information display for the audio and Bluetooth, which is also standard with the Technology Package.
Xenon headlights, keyless entry, push-button start, heated mirrors, Sirius satellite radio and Blind Spot Monitoring System are also standard on Mazda6, which company claims help win over customers from other Japanese brands.
“We’re staying with our message,” said Tim Barnes, Mazda North America’s director of product planning and strategy. “We have a very compelling story to tell against the Toyota Camry and Honda Accord,” he said, The base price for the Mazda6i Touring model is $20,900 or roughly $1,000 less than a mid-sized Toyota or Honda with less equipment.