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MX-5

Jub i l e e

M a g a z i n e

JEFFREY H. GUYTON – President & CEO, Mazda Motor Europe

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saw my first MX-5 in 1990 when I was a graduate student in Ann Arbor, Michigan. It rounded the corner in front of the State Theater at State Street and Liberty Street, Mariner Blue, top down, with the long dark hair of its owner following behind in the wind – and snow! In that moment, the mission of the MX-5 became clear to me. Mazda has talked a lot over the years about how the MX-5 is part of the heart and soul of Mazda, but in my opinion these words, however meaningful, do not do our roadster justice. This little car has elicited a big emotional response in people for 20 years, and I’m one of them. While working in Hiroshima, my Roadster was British Racing Green with tan leather and a wood steering wheel. With it, I became another one of nearly a million drivers around the world who simply love this car. The impressive thing about these enthusiasts is that they can’t be described by demographics like “affluent” or “female” or “American.” Mazda MX-5 has always delivered addictive sports car fun at an affordable price, which makes its fan base more diverse (and fanatically loyal) than the hand-full of other cult vehicles still being produced today. Affordability, acclaimed handling, and a design that is modern yet classic – the recipe of the Roadster’s success. And this is why, after 20 years, it’s still the car people first think of when they hear the word “Mazda.”

„MX-5’s introduction marked a milestone in automotive history.“ For our brand, the MX-5 was both a new beginning in 1989, and a logical next step from the company that had given the world rotary-engine sports cars. Mazda has always been willing to take a risk to provide its customers with something truly special. We did it with the Cosmo Sport, the RX-7, and again when we introduced the very first MX-5. We’ve built about 870,000 MX-5’s, and on the first warm day of spring in Cologne, Germany, where I now live, it seems like they’re all here! MX-5’s introduction marked a milestone in automotive history. For the future, its original lightweight, two-seater concept will continue to evolve to meet changing customer tastes around the world. This will include further refining the roadster with smart and simple solutions – like the 12-second retractable hard top of today’s Roadster Coupe. It will include improvements in safety, fuel economy and onboard entertainment as well. But one thing will never change – driving dynamics that deliver Jinba Ittai, Japanese for “oneness between horse and rider.” This will always be our focus, and will ensure that the MX-5 continues to put a smile on the face of its drivers!

Impressum Mazda Motor Europe GmbH Public Relations Hitdorfer Strasse 73 51371 Leverkusen Germany Printed by: Druck Thaler, Hafnerstr. 122, A-8045 Graz - Austria

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