Premium positioning for Mazda MX-5 RF

Range complexity and pricing structure were primary drivers behind Mazda Australia’s decision to only take the 2.0-litre version of the new MX-5 RF retractable hard-top and not offer the 1.5-litre version that it will be available with internationally.

But the decision to go with only the more powerful engine is also designed to ensure there are no performance concerns due to the extra weight of the RF compared to the soft-top MX-5.

Kerb weight of the ‘retractable fastback’ has not been officially confirmed, but it is understood to be very similar to the old third-generation NC ‘roadster coupe’ that weighed in at 1142kg.

The fleaweight ND soft-top tips the scales at as little as 1009kg, but its gains have been negated in the RF by a more complex and heavier roof structure.

“Obviously the RF does have a little bit of a weight penalty like the old car (hard-top) so we just felt that the 2.0-litre was the best answer for all that,” said Mazda Australia marketing director Alastair Doak.

“But the complexity of the range is important and so is getting a clear (pricing) step.”

As we've reported, the RF is due on sale in Australia hopefully by the end of 2016 and definitely within 12 months. It will be sold in both base and GT specifications with the choice of six-speed manual and automatic transmissions.

Pricing is expected to sit around $40,000 for the entry-level model and close to $45,000 for the GT.

The RFs will join the fourth-generation ND MX-5 soft-top line-up that was launched late last year and is now selling in record numbers.

The range includes both 96kW/150Nm 1.5 and 118kW/200Nm 2.0-litre engines, roadster and roadster GT specification and the choice of manual and automatic transmissions.

Pricing for the roadster starts at $31,990 and tops out at $41,500. Doak suggested a $4000-$5000 impost for the RF over the equivalent soft-top.

“RF will be a premium to the soft-top as the hard-top was a premium to the soft-top in the old range,” Doak said. “So it just makes sense to have a clear step; 1.5 soft-top to 2.0-litre soft-top then RF sitting at the top of the range.”

Doak revealed some equipment fitted overseas may not make it to Australia. Nappa leather trim is definitely not coming, while a suite of i-ACTIVSENSE driver assist systems may be held back for a future update of both hard- and soft-tops.

“You don’t have to fire all your weapons at once -- you can hold some features for later on.” Doak said. “You are also conscious of weight and price. We will see how it goes.”

The decision to limit the RF to the 2.0-litre is surprising because the NC ‘roadster coupe’ outsold the soft-top 60:40 on average and for a period of time towards the end of the third-generation’s life was the only version sold.

Hard-top buyers were characterised as older and in search of more comfort, but Doak says the style of the new fastback has changed that.

“We researched this car in Australia last year or 2014 and there is a slightly different buyer for it. Because this car looks more aggressive … it has a different character to it and has a different look so it opens up the market quite a lot.

“So those people who might have looked at other options that were around -- be that a (Subaru) WRX or (Toyota) 86 and whatever else was there -- may have rejected the soft-top (MX-5), but they like the look of this car so it goes on to their shopping list again.”

He said Mazda Australia could respond to varying demand for the MX-5 variants by altering the model line-up.

“We are going in with a very open mind. We have never had an entry or smaller engine option before, so whether it goes soft-top 1.5 and hard-top 2.0-litre at some point, who knows?

“It doesn’t matter if it all (sales) goes to one or the other, we are quite comfortable,” Doak said. “We have the capacity to deliver both so we are not concerned about that.”