Mazda
Motor Corporation is a Japanese automotive manufacturer based in
Fuchū, Japan. The company was named after Ahura Mazda who was a god
of the earliest civilizations in West Asia and represented wisdom,
intelligence and harmony.
Mazda
began as a machine tool manufacturer called Toyo Cork Kogyo Co., Ltd,
which was founded in Japan in 1920.
In
1927 Toyo Cork Kogyo renamed itself as Toyo Kogyo Co., Ltd. in 1927
and moved from manufacturing machine tools to vehicles, with the
introduction of the first vehicle, Mazda-Go in 1931.
During
the second world war Toyo Kogyo produced weapons for the Japanese
military, most notably was the series 30 through 35 Type 99 rifle.
The
company formally adopted the Mazda name in 1984, though every
automobile sold from the beginning bore that name. The Mazda R360 was
introduced in 1960, followed by the Mazda Carol in 1962.
At
the start of the 1960s, Mazda put a major engineering effort into
development of the Wankel rotary engine as a way of differentiating
themselves from other Japanese auto companies.
The
limited-production Cosmo Sport of 1967 became the first vehicle to
adopt the rotary engine and it is still being used today in the RX-8.
Mazda has become the sole manufacturer of Wankel-type engines mainly
by way of attrition (NSU and Citroën both gave up on the design
during the 1970s, and prototype Corvette efforts by General Motors
never made it to production.)
This
effort to bring attention to themselves apparently helped, as Mazda
rapidly began to export its vehicles. Both piston-powered and
rotary-powered models made their way around the world.
The
rotary models quickly became popular for their combination of good
power and light weight when compared to piston-engined competitors
that required a heavy V6 or V8 engine to produce the same power. The
R100 and the famed RX series (RX-2, RX-3, and RX-4) led the company’s
export efforts.
During
1968 Mazda started formal operations in Canada although they had been
seen in Canada as early as 1959.
In
1970, Mazda formally entered the American market and was very
successful there, going so far as to create the Mazda Rotary Pickup
for North American buyers. To this day, Mazda remains the only
automaker to have produced a Wankel-powered pickup truck.
Additionally, they are also the only marque to have ever offered a
rotary-powered bus (the Mazda Parkway, offered only in Japan) or
station wagon (within the RX-3 & RX-4 line for US markets).
Mazda’s
rotary success continued until the onset of the 1973 oil crisis. As
American buyers (as well as those in other nations) quickly turned to
vehicles with better fuel efficiency, the relatively thirsty
rotary-powered models began to fall out of favor.
Wisely,
the company had not totally turned its back on piston engines, as
they continued to produce a variety of four-cylinder models
throughout the 1970s. The smaller Familia line in particular became
very important to Mazda’s worldwide sales after 1973, as did the
somewhat larger Capella series.
Not
wishing to abandon the rotary engine entirely, Mazda refocused their
efforts and made it a choice for the sporting motorist rather than a
mainstream powerplant. Starting with the lightweight RX-7 in 1978 and
continuing with the modern RX-8, Mazda has continued its dedication
to this unique powerplant.
This
switch in focus also resulted in the development of another
lightweight sports car, the piston-powered Mazda Roadster (perhaps
better known by its worldwide names as the MX-5 or Miata), inspired
by the concept ‘jinba ittai’. Introduced in 1989 to worldwide
acclaim, the Roadster has been widely credited with reviving the
concept of the small sports car after its decline in the late 1970s.
Mazda’s
financial turmoil and decline during the 1960s resulted in a new
corporate investor, Ford Motor Company. Starting in 1979 with a
7-percent financial stake, Ford began a partnership with Mazda
resulting in various joint projects. During the 1980s, Ford gained
another 20-percent financial stake. These included large and small
efforts in all areas of the automotive landscape.
This
was most notable in the realm of pickup trucks (like the Mazda
B-Series, which spawned a Ford Courier variant in North America) and
smaller cars. For instance, Mazda’s Familia platform was used for
Ford models like the Laser and Escort, while the Capella architecture
found its way into Ford’s Telstar sedan and Probe sports models.
In
2002 Ford gained an extra 5-percent financial stake.
The
Probe was built in a new Mazda assembly plant in Flat Rock, Michigan
along with the mainstream 626 sedan (the North American version of
the Capella) and a companion Mazda MX-6 sports coupe. (The plant is
now a Ford-Mazda joint venture known as AutoAlliance International.)
Ford
has also lent Mazda some of their capacity when needed: the Mazda 121
sold in Europe and South Africa was, for a time, a variant of the
Ford Fiesta built in plants in Europe and South Africa. Mazda has
also made an effort in the past to sell some of Ford’s cars in
Japan, mainly through their Autorama dealer group.
Mazda
also helped Ford develop the 1991 Explorer, which Mazda sold as the
2-door only Mazda Navajo from 1991 through 1994. Ironically, Mazda’s
version was unsuccessful, while the Ford (available from the start as
a 4-door or 2-door model) instantly became the best selling
sport-utility vehicle in the United States and kept that title for
over a decade.
Mazda
has also used Ford’s Ranger pickup as the basis for its North
American–market B-Series trucks, starting in 1994 and continuing
through to 2009.
Following
their long-held fascination with alternative engine technology, Mazda
introduced the first Miller cycle engine for automotive use in the
Millenia luxury sedan of 1995.
Though
the Millenia (and its Miller-type V6 engine) were discontinued in
2002, the company has recently introduced a much smaller Miller-cycle
four-cylinder engine for use in their Demio starting in 2008. As with
their leadership in Wankel technology, Mazda remains (so far) the
only automaker to have used a Miller-cycle engine in the automotive
realm.
Further
financial difficulties at Mazda during the 1990s (partly caused by
losses related to the 1997 Asian financial crisis) caused Ford to
increase its stake to a 33.9-percent controlling interest on 31 March
1997.
In
1997, Henry Wallace was appointed President, and he set about
restructuring Mazda and setting it on a new strategic direction. He
laid out a new direction for the brand including the design of the
present Mazda marque; he laid out a new product plan to achieve
synergies with Ford, and he launched Mazda’s digital innovation
program to speed up the development of new products.
At
the same time, he started taking control of overseas distributors,
rationalized dealerships and manufacturing facilities, and driving
much needed efficiencies and cost reductions in Mazda’s operations.
Much
of his early work put Mazda back into profitability and laid the
foundations for future success. Ford executive Mark Fields, who took
over as Mazda’s CEO later, has been credited with expanding Mazda’s
new product lineup and leading the turnaround during the early 2000s.
Ford’s
increased influence during the 1990s allowed Mazda to claim another
distinction in history, having maintained the first foreign-born head
of a Japanese car company (starting under Henry Wallace ).
Mazda
had previously used a number of different marques in the Japanese
(and occasionally Australian) market, including Autozam, Eunos, and
Efini, which have since been phased out. This diversification
stressed the product development groups at Mazda past their limits.
Instead
of having a half-dozen variations on any given platform, they were
asked to work on dozens of different models and consumers were
confused as well by the explosion of similar new models. One of the
oddest sub-marques was M2, used on three rare variants of the Eunos
Roadster (the M2-1001, M2-1002 and M2-1028) and one of the Autozam
AZ-1 (M2-1015). M2 even had its own avant-garde company headquarters,
but was shut down after a very short period of operation.
Today,
the former marques exist in Japan as sales channels (specialized
dealerships) but no longer have specialized branded vehicles. The
Carol is sold at the Autozam store (which specializes in small cars),
but it is sold with the Mazda marque, not as the Autozam Carol as it
once was.
In
early 1992 Mazda planned to release a new luxury marque, Amati, to
challenge Acura, Infiniti, and Lexus in North America, which was to
begin selling in late 1993.
The
initial Amati range would have included the Amati 500 (which became
the Eunos 800 in Japan and Australia, Mazda Millenia in the U.S., and
Mazda Xedos 9 in Europe), a luxury sports coupe based on the Mazda
Cosmo and the Amati 1000 (a rear-wheel drive V12 successor to the
Mazda 929). The Amati marque was eventually scrapped before any cars
hit the market.
In
Europe, the Xedos name was also associated with the Mazda Xedos 6,
the two models were in production from 1992 until 1997. The Xedos
line was marketed under the Mazda marque, and used the Mazda badge
from the corresponding years.
In
the racing world, Mazda has had substantial success with both their
signature Wankel-engine cars in two-rotor, three-rotor, and
four-rotor forms as well as their piston-engine models. Mazda
vehicles and engines compete in a wide variety of disciplines and
series around the world. More Mazdas are raced every week than any
other car brand.
Mazda
also maintains sponsorship of the Laguna Seca racing course in
California, going so far as to use it for their own automotive
testing purposes as well as numerous racing events.
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