Mazda2 in the UK

The all-new Mazda2 range of five-door hatchbacks offers customers a three-strong model line-up with a choice of three powertrains and three equipment levels (TS, TS2 and Sport).

Mazda Motors UK is confident that the new Mazda2 presents the company with a great marketing opportunity and the genuine prospect of tripling its sales in the B-segment to 12,000 units during 2008.

“The attractively dramatic styling of the new Mazda2 is absolutely in tune with our Zoom-Zoom values and from a styling perspective I’m certain this car has a class-leading sporty appearance,” comments Mazda UK’s marketing director Mark Cameron.

“It is also a car with real substance, introducing elements with particular appeal to younger buyers. Styling is one of the most important factors in the buying decision process in this segment, but consumers are also aware of environmental issues and will appreciate this model’s lightweight construction, increased fuel economy and reduced CO2 impact – while delivering an entertaining driving experience coupled with Mazda’s renowned Japanese reliability.”

Although more compact, new Mazda2 is still a spacious and practical car that will appeal to existing Mazda2 owners and enable Mazda to expand its customer base well below the segment-average buyer age (45-50 years) and introduce a new generation to the pleasures of Mazda ownership.

“We are focusing on retail sales with new Mazda2 and the factory in Japan has prioritised our deliveries so that we will have the first 1,000 units destined for the European market coming to the UK in time for the launch period,” explained Cameron.

“The deliberately simplified nature of the model line-up – a choice of three engines and three equipment levels, in just three models – is made possible by the exceptional levels of standard equipment and minimal options list. This allows us to offer customers a clear and straightforward choice, while also avoiding production and stocking complications. We anticipate that 55 per cent of buyers will select the TS2 model, with 25 per cent ordering a Sport and 20 per cent the entry-level TS.”

Mazda is committing significant funds to the Mazda2 launch, with major campaigns on TV, press and on-line, accounting for one third of the 2007 advertising budget.

“Some Mazda dealers will have a Mazda2 demonstrator in the ‘stand-out’ colour Spirited Green metallic. This colour perfectly highlights the aerodynamic styling of the new bodyshape and complements the other eight striking paint finishes on offer. Mazda2 has the best palette we’ve ever had and packed with bright and vibrant colours that will appeal to the younger buyer,” Cameron enthused.

Pricing, Power and Performance
“Mazda decided to reflect the ‘honest simplicity’ of the engineering approach to creating new Mazda2 in both the model line-up and its equipment levels,” explains Cameron. “Today, we know that many young people demand more from a small car, while many older drivers down-sizing as their families grow up, still want to enjoy the numerous comfort and luxury features of a larger vehicle. For example, as standard we are fitting cruise control and automatic lights and rain-sensing wipers on the range-topping Sport, electric folding mirrors on all but TS models and AUX jack for MP3 players on all models.”

Such is the generosity of the standard equipment on the ‘entry-level’ Mazda2 that the range starts with the TS model – rather than an ‘S’ model – priced at £8,499 (on the road). A £1,500 step up buys the TS2 model and a further £1,800 step purchases the Sport – each step adding significant levels of equipment above the model below.

From launch, Mazda2 is being offered in the UK with a choice of three highly efficient four cylinder petrol engines, each mated to a five-speed manual transmission. Customers can choose from the 1.3-litre power unit in 75ps or 86ps forms, both returning 52.3mpg on the combined cycle and generating a modest 129g/km of CO2. Those buyers in search of higher performance can specify the 103ps, 1.5-litre engine which still records a commendable 47.9mpg and has a CO2 rating of 140g/km.

Thanks to its lightweight construction and sophisticated aerodynamics, the new Mazda2 combines spirited performance with remarkable fuel economy. Top speeds range from 104 to 117mph and acceleration times to 62mph from 14.0 to 10.4 seconds – depending on model.

The appeal of new Mazda2 will be further enhanced by the availability of a fuel-efficient 1.4 litre, 68ps MZ-CD turbo diesel engine on sale from the end of the year.

Exceptional Standard Equipment
Standard equipment on the 1.3-litre, 75ps Mazda2 TS includes: ABS with Brake Assist and EBD, driver and passenger front airbags, remote central locking with deadlocks, electric front windows, driver seat height adjust, MP3 compatible CD radio with AUX jack, multi function glovebox with magazine rack, Thatcham Category 1 alarm and immobiliser and electric door mirrors.

The new Mazda2 TS2 with 1.3-litre, 86ps engine has 12 additional equipment items including: 15-inch alloy wheels, side and curtain airbags, electric folding door mirrors, four audio speakers, steering wheel-mounted audio controls, leather steering wheel and gear knob and air-conditioning.

Topping the launch range is the new Mazda2 Sport, with a 1.5-litre 103ps engine and a full sports styling kit. This model also gains 12 extra items of equipment, including: 16 inch alloy wheels, dynamic stability control, traction control, cruise control, fog lights, electric rear windows, trip computer, speed alarm, six audio speakers and climate control air conditioning. The sports styling kit includes front sports bumpers, side skirts and a rear tailgate spoiler.

So well equipped is each trim level of Mazda2 that the options list is remarkably short, just Metallic or Mica paint (£350), air-conditioning for the TS model (£500) and Dynamic Stability Control (standard on Sports models) for just £395 on both TS and TS2 models.

Customers can choose between nine exterior colours (two solids, Brilliant Black and True Red, three mica colours – Aurora Blue, Golden Red and Metropolitan Grey – and four metallics – Golden Yellow, Icy Blue, Spirited Green and Sunlight Silver), and three interior colours – with Charcoal Black on TS, Black on TS2 and Black Sports cloth upholstery on Sport models.