Mazda Oz planning multi MX-5 model strategy

Mazda Australia will offer at least four MX-5 models Down Under. In a move to target a wider range of buyers, the company will offer the new ND-series roadster with both 1.5- and 2.0-litre engines in both standard and what’s expected to be called ‘GT' specification grades.

The MX-5 model range expansion comes on the heels of the news the all-new soft-top will cost around $15,000 less than the outgoing NC generation. The standard 1.5-litre MX-5 manual has a starting price of $31,990. First local deliveries will take place in August.

Mazda Australia is yet to confirm the on-sale date for the 2.0-litre model but motoring.com.au believes it will be in local showrooms by the end of November.

Specifications will essentially be consistent across both engines. Prices for both 2.0-litre models and the GT variant of the 1.5-litre are still to be confirmed.

Including six-speed manual and automatic versions, all up there will be an unprecedented eight new MX-5 model variants.

Mazda Australia sales and marketing chief Alastair Doak told motoring.com.au the brand was keen to widen the buyer profile of MX-5.

“At the lower price, we’re confident the new MX-5 will attract a younger group of buyers. We can talk to MX-5 ‘traditionalists’ directly, so we will be targeting people new to the car with our advertising,” he said.

A heavily digital focussed campaign will launch the MX-5 to local buyers. Called 'Look Up', the locally developed campaign’s theme revolves around looking up from your mobile device and engaging in the real world.

“We think the campaign will appeal to the younger audience. Look up and experience life as it’s happening -- not through bloody YouTube,” Doak joked.

One outcome of more younger drivers could be a higher percentage of automatic MX-5s, Doak suggests.

“It could be more than 40 per cent auto… That’s not new territory for that car -- in USA, Mazda sells more auto MX-5s than manuals," Doak stated.

Doak said Mazda’s direct digital campaign for MX-5 has attracted more than 25,000 requests for more information and over 6100 requests for dealer contacts. If even 25 per cent of those requests translate to sales, the new ND will be the best selling MX-5 yet.

The previous-generation of MX-5 (which introduced the Roadster Coupe folding hardtop variant) posted the best ever local annual sales – 1468 units in 2006.

Annual production levels for the new ND will be set at around 30,000 units. Mazda expects the UK and USA to account for around half of annual global volume.