2011 MAZDA2: B is for Business
Written by Kimatni Rawlins
Small and lightweight, diminutive and agile and fun and quirky are descriptive elements of the “B” car segment. In this small car category you’ll find microorganisms disguised as mobile transportation. Think Honda Fit, Toyota Yaris, Nissan Versa and newcomer Ford Fiesta. Buyers of these vehicles are price conscious but still want style and flexibility. Welcome the all-new 2011 MAZDA2.
Let’s get right into it. The latest generation MAZDA2 features a 100-horsepower, 1.5-liter, 4 cylinder with 98 pound-feet of torque. The cheaper 5-speed manual is standard while the 4-speed automatic is optional. All safety features are standard including 6 airbags (including side curtains), door impact beams, brake override, ABS and electronic stability control.
To see what the “2008 World Car of the Year” was really all about, I headed to Monterey, California for a full day of presentations and driving. We rolled out from the Intercontinental Clement Hotel in downtown Monterey where a cadre of White, Red and Green MAZDA2’s were huddled up waiting to be driven. Mazda tasked us to find our inner driver – so I did just that by pushing the automatic first to see just where the sweet spot was in a 100–horsepower vehicle. At low speeds the “2” struggles a bit. You all know that train that “thinks he can?” That was the feeling doing initial acceleration. But after the car spools up a bit and reaches speed, it has much better passing power. And, it’s pretty agile as well.
The equation is simple. Weight is relative to power -- it’s a key attribute of the “2.” Mazda put the little guy on a crash diet to lose precious pounds. Now, it weighs 13-pounds less than a Miata. Amazing. New framework; lightweight, high-strength steels; hood hatch and hinge redesigns; removal of unsprung weight from the suspension; and lighter door latches, door speaker magnets, shift lever mechanism, etc., have all contributed to the new diet. The automatic achieves 27 city/33 highway mpg.
So what is the B car segment all about anyway? Well, there is opportunity because of the climate change in the economy. “Opulence is out and sensible is in,” says Mazda. Fuel economy is the shift America needed to become more conscious of energy-efficient vehicles. Welcome the B-segment, which sold 533,200 units in 2010 with expectations of doubling. Mazda looks at where a consumer comes from and where they are headed. One out of five people are not disposing of their current car. The B-segment is either a second vehicle or a first vehicle. So there is much room for growth, especially with 73 million Gen Y’ers about to become income earners. This phenomenon can only help Mazda whose business is up 14% in the U.S. The rest of the B-segment would also benefit. Call it friendly competition.
The Japanese manufacturer of niche vehicles started shipping MAZDA2’s a few weeks ago. In the U.S., 20,000 units annually will be produced. Mazda is the second youngest auto brand in the industry behind Scion. This youthful customer base is emotionally connected to their small, sporty cars. The group includes young singles and pre-family couples who are looking for value, style, spirit, and insightfulness. And that’s how the MAZDA2 was designed -- based on their needs. It’s the reason this vehicle is important to Mazda -- it’s a bookend to the product line-up.
Besides the lack of second row legroom, the MAZDA2 is well equipped. It comes standard with power windows (only the driver’s window is one touch up and down), remote keyless entry, 60/40 split rear seat, body colored door handles and mirrors, electric power steering, and an audio auxiliary jack.
A MAZDA3 can go as low as $15,300 and range to $22,750 with $19,300 being the average transaction price. So Mazda didn’t want the “2” to cannibalize “3” sales. The B car segment sees $15,500 as the average transaction price according to Mazda data. An entry level MAZDA2 Sport MT starts at $13,980 (excluding $750 destination charge). The second model, the “Touring,” adds 15” alloy wheels, roof spoiler, fog lights, chrome exhaust, and more for $15,435 (excluding $750 destination charge). The $800 4-speed auto transmission is an option on either model. A simplified product lineup makes it easier for buyers to find the vehicle of choice once arriving at the dealer.
The automaker will use gaming, fashion and music to go after youth. For instance, they have launched a Facebook game called “DriverVille” and created a green space cadet aka “your inner driver” to help market the MAZDA2. Seems cool, but I don’t need E.T. telling me what car I should be driving. Just give me the keys please!
