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Mazda mulling furniture, designer goods in bid to command higher prices

Brands like Porsche and Ferrari make a mint every year by selling branded lifestyle goods like shoes, hats and even wilder items. Bugatti takes things to the extremes with things like its $84,000 belt buckle. These products not only make their respective companies some extra money, but they reaffirm their high-end design aspirations to wealthy buyers. However, the next firm possibly dipping its toe into this upscale pool is a bit more mass-market - Mazda.
That's right. The Japanese automaker best known among enthusiasts for its segment-defining Miata and rotary engines is considering its own line of luxury goods in the coming years called Mazda Design. The project is the brainchild of styling boss Ikuo Maeda, and according to Automotive News, he has backing from company CEO Masamichi Kogai. Although the green light isn't quite on yet, Maeda is already brainstorming. "Not only furniture, but I'd like to build a Mazda Design brand. That's my dream," he said to Automotive News.
The possible project is just one aspect of Mazda's move to become a near-premium brand. According to Automotive News, it wants to see higher transaction prices partially by offering more stylish design than its rivals. Launching a line of luxury goods is meant to communicate this new focus to customers.

This is the 2017 Mazda MX-5 RF targa-roof fastback

We knew Mazda was going to introduce a new Miata variant ahead of the 2016 New York International Auto Show, but the smart money was on a power retractable hardtop version that largely mirrored the last-gen car's folding number. So it was a surprise when the new 2017 Mazda MX-5 RF – retractable fastback – drove onto the stage sporting wild buttresses and a hide-away targa roof panel. The buttresses lift up and swallow the rear window and roof panel in a matter of seconds, and then the buttresses snug back down. This leaves a hoop spanning the buttresses, but at least it's done up in black to be less visually apparent. The result is more of a targa roof experience, rather than the previous PRHT which gave occupants essentially the same experience as the soft-top with the top down. No matter. The result is stunning, and will differentiate the RF even more from the standard MX-5. Mazda designers took extra care to make sure the interface between the MX-5's dramatic fenders and the trailing edges of the roof support provided enough visual drama. Mission accomplished, we'd say. We can't take our eyes off that part of the car. View 13 Photos As you might expect, mechanical changes seem to be minor, although we'll be asking for detailed specs. Both the 1.5- and 2.0-liter engines will be available globally, but only the 2.0-liter Skyactiv-G engine will be sold in the US. The roof can be operated at up to 6.2 mph. Mazda claims the truck space is unaltered from the soft-top model. We don't yet know how much, if any, the RF's mechanism adds to the bantamweight roadster, nor the premium it'll command. Expect those details closer to launch. Related Video:

Mazda leads Consumer Reports' latest Brand Report Card Rankings

The latest automaker brand report cards from Consumer Reports are in, and there are quite a few changes for 2021. At the very top of the charts sits Mazda, up three spots over last year, followed by BMW and Subaru to round out the top three. It's interesting to note that mainstream brands (non-luxury in CR-speak) don't seem to be at a disadvantage in CR's rankings, with five of the top 10 spots. In addition to Mazda in first and Subaru in third, Honda, Toyota, Chrysler, and Buick were the other high-ranking non-luxury marques. The ratings are derived from "a combination of predicted reliability, and owner satisfaction based on member surveys, and CR’s hands-on analysis" and also includes safety features and crash test scores.  At the very bottom of the list sit Mitsubishi, Land Rover and Alfa Romeo. "Our brand rankings don't just look at how models perform on our test track, but the broad picture of vehicle quality," said Jake Fisher, Senior Director of Automotive Testing at Consumer Reports. "Fortunately, consumers will find they have many options that are safe, enjoyable, and reasonably priced." The biggest jumps in the brand report card rankings come from Chrysler, Buick and Honda, which each moved up five spots compared to last year's rankings. The news wasn't nearly as good for Lincoln, which fell an alarming 15 spots this year, Genesis, which fell 13 spots, or Kia, which fell 10 spots. Related Video: