According to BusinessWeek Magazine, the Miata is Mazda's "halo car". Not only that, it's a FAILED halo car. I got this from AOL...

Mazda Miata

Base Price: $20,995
Still In Production: Yes
Total U.S. Sales 2006: 6,129

Though it's hard to believe, the Miata was a failed halo car. The Miata didn't fail as a halo for lack of sales. On the contrary, it was a smash hit that jump-started the roadster craze in the late 1980s. The Miata was so successful, though, that it completely outshined the rest of the lineup, creating devoted Miata fans who weren't particularly in love with Mazda.

 

Why is it failed?
O and that roadster craze still goes on today..in fact, it is still the best selling roadster.

 

I don't think the owners of halo cars are particularly in love with the company. They bought the cars because of the exclusivity. The company manufactured them to create hype and bring people into the showroom. Do you think a Ford GT owner is all that interested in a 500? The Corvette driver in an Impala? If that makes a halo car, then the Miata should be the best, considering what it did for Mazda's sales (need references, though) and its image. Remember Mazda's catch phrase in the late 80s/early 90s? "It just feels right." Not very "zoom zoomy."

 

Only because previous models sold so well. The new ones aren't selling at nearly the NA or NB rates afaik.

It's quite easy to be the best selling roadster, when it's the only mass produced roadster (2 seats, small, lightweight, rwd, convert) under $35k, sold for 15 years.


And I don't see how it's considered a halo car by anyone.

 

a halo car is supposed to draw people into the show room so they look at and hopefully buy the rest of your line up but ar elow production and low volume sellers themselves. so the miata "failed" as a halo car 2 ways

it sells in larger numbers than a halo car should because its so good at what it is that people love them

according to them the owners havent bought other mazda product - instead they just come back in when they need a new miata(or a new one come out). but i know miata owners that have. some are on this board. ive met many others that have a miata and a van or a 3 or 6 etc.

of course it could be that it just isnt a Halo car?

 

I made this argument in another thread recently, but maybe a halo car should represent how good a car company can be. The Miata has done that pretty well for Mazda. And to this point, it has vanquished all of it's competitors and is still the benchmark all these years later.

Though I do think the new Solstice/Sky is going to be trouble.

 

Well, it worked as a halo car for me. I went in to order an '06 Miata to go with my beloved '99 and ended up buying an RX8 instead. Actually, I wouldn't be surprised if there are a number of other loyal Miata owners out there who decide that one convertible's enough and decide to purchase an RX8 instead.

 

Well I didn't come out of a Miata (came out of a 6S instead), but I too went to buy a Miata and ended up with an RX8.

 

Don't worry people will continue to buy it.

They ar estill on that SUV kick.

 

You ALL know I am a one eyed Mazda individual....

Personally, I think ALL the Mazda range at the moment have their own "halo" category.
Each model (2,3,5,6,MX-5,RX-8,CX-7) represents the best in their class available today. Everywhere in the world the Mazda product are enjoying record new car sales.

I also have interest in other car makes, however, over the last 30 years I know of NO other brand who has had such a purple patch.
Perhaps Honda and Toyota in the late 70's early 80's.