Mazda North America is finally setting aside its reservation about the size of the potential market and plans to begin importing the subcompact Mazda2, staring late in 2010.
By that time it will not only face competition not only from the successful Toyota Yaris, Honda Fit and Nissan Versa models that have been on sale in the U.S. for years with multiple body styles, but it will also have competition from itself via the Mazda designed Ford Fiesta.
Jim O’Sullivan, Mazda North America CEO, made the announcement during a meeting of the company’s top dealers Mazda had previously announced that the car also would be sold in Canada, beginning at about the same time. The car will be introduced to American consumers during the Los Angeles Auto Show in December.
“You’ve asked us for it for a while now, and we’ve been studying the market to make sure we can make a business case for it across North America,” O’Sullivan said.
“As consumers’ tastes and attitudes toward small vehicles have changed, we now believe strongly there is a place in our lineup for a car below our current least-expensive car, the Mazda3. Mazda2 will be true to everything that makes our cars stand apart from the competition: it will be stylish, fun-to-drive and a heck of a value,” he claimed.