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Mazda on sales upswing in Europe but won't build there

Auto sales in Europe have been a tricky proposition for some years, but Mazda has seen some success on the backs of the CX-5 and new Mazda6. According to a report form Automotive News Europe, though, that doesn't mean we should be looking for the Japanese manufacturer to set up production operations there.
Mazda's European CEO, Jeff Guyton, explained to AN that "Our intention is to have manufacturing scale. That gives you scale economy and quality through repeatability." In other words, a big honking plant in one part of the world is preferable to a half dozen small factories building the same vehicles.
European sales for Mazda are up 5.4 percent in the first half of 2013, with 74,000 units sold. That kicked the Zoom-Zoom brand's market share up from one to 1.2 percent. Small gains, but gains nonetheless. According to Guyton, Mazda would need to sell 200,000 units of just one model in Europe for local production to make sense. Mazda's best European year saw 320,000 units sold across the entire range.

2014 Mazda3

Almost by definition, affordable compact cars aren't supposed to be fun. Sure, hot hatches get our blood pumping, but not long ago, the terms "compact car" and "economy car" could safely be used interchangeably. A key exception for the last decade has been the Mazda3, a car that has consistently delivered more dynamic thrills and tactile feedback than its contemporaries. Competitors have picked up their game significantly in recent years, however, leaving the Mazda3 wanting in several areas, including overall refinement, in-car technology and cabin appointments, so Mazda went back to the drawing board to create this all-new third-gen model for 2014.
Including this redesigned 2014 model, Mazda's recent crop of new products have targeted North America's hottest non-truck segments - compact car, midsize sedan and compact crossover/SUV. Yet it might be fair to call this launch the most important of them all, as the 3 remains the Japanese marque's best-selling vehicle. While America's pool of compact hatchbacks isn't exactly deep, the 2014 Mazda3 still has a challenging road ahead of it competing against two-box compacts that include the popular Ford Focus and recent additions like the all-new Kia Forte and the still-new Hyundai Elantra GT.

Meet our new long-term 2016 Mazda MX-5 Miata Club!

We have a new Miata! For a year! And yeah, we're excited about it. This adorable roadster was added to our fleet over a month ago, but we've just now stopped driving it long enough to tell you about it. You can watch our unboxing video for this new long-termer above. (Spoiler alert: The car in the box is a Miata.) Then read a little more about which options and features we chose and why. What we got We chose the mid-line Club model because it's the only way to get the suspension with Bilstein shocks, the limited-slip differential, and a shock-tower brace. Club also includes an appearance package with a front air dam, side sill extensions, a rear bumper skirt, and a ip spoiler for the trunk. We chose Ceramic Metallic paint because it's white and silver and awesome all at once. The only option we chose is the Brembo/BBS Package. In addition to the upgraded brake system and 17-inch wheels alluded to by the title, this package adds Mazda's advanced keyless entry – you can unlock the doors and start the car without taking the key-thing out of your pocket. The MSRP for the car is $32,835. What we skipped The Grand Touring trim (too fancy), the automatic transmission (too few pedals), and extra-cost red paint (not ceramic enough). Grand Touring adds lots of convenience stuff like rain-sensing wipers and auto climate, some active safety systems, and leather. We wanted the upgraded chassis instead, and we' were trying to save some (hypothetical) money. Why we got it Because it's a Miata, and we like fun. The plan is to drive the bleep out of it for a year and report on the experience along the way. We'll take it to a track or two, keep the top down as far into winter as possible, and then slap some snow tires on it to continue . Maybe at a slight angle relative to straight-ahead at times. We'll see. If you have questions about this car, leave them in the comments below and we'll address as many as we can during the coming months. Miata! Related Video: