Mazda launches first new model in 2 years

TOKYO, May 20 Reuters reported that Mazda Motor Corp on Monday formally launched its first new model in Japan for two years, hoping that strong sales of the "Mazda6" sedan will set the tone for a year in which it plans several new models.

"This vehicle is the first major step for us in growing our business and we can't afford to trip," Mazda President Mark Fields told a news conference.

After spending much of the 1990s in the red, six years of restructuring led by partner Ford Motor Co appears to be finally bearing fruit for Japan's fifth-largest automaker.

A new brand identity for the company, including a clever "Zoom-Zoom" marketing campaign that has proved popular overseas and warm reviews for the Mazda6 have fanned expectations of a recovery led by new models.

The mid-sized Mazda6, or Atenza, comes in three body-types -- sedan, a five-door version and a station wagon -- and Mazda is aiming for unit sales of more than 200,000 per year once the three types are released in its main markets, Japan, North America and Europe.

The company is offering 2.0-litre and a 2.26-litre engines for the vehicle, whose launch was delayed by six months as Mazda said it needed more time to improve its handling performance.

Although mid-sized cars have not shown as much growth as subcompacts in Japan, Mazda has high hopes for the five-door version that has flat-folding seats offering much larger luggage room than the sedan.

"We are very excited about the incremental possibilities of the five-door version," said David Thomas, senior managing director in charge of marketing.

"We don't really have competitors in the Japan or in the U.S.A."

In Japan, Mazda is looking for monthly sales of 2,500 vehicles, half of those station wagons and a quarter each coming from the sedan and five-door versions.

The sedan is priced from 1.8 million yen while the five door and wagon versions are priced from 2.0 million yen.

In Europe, it has targeted 5,000 units a month, of which the wagon and five-door versions will account for 40 percent each with the remainder sedans.

Unit sales forecasts for North America, where it will be released some six months later were not immediately available.

In addition to the "Mazda6", Mazda plans to launch the RX-8 sportscar and a remodelled Demio subcompact this business year.