Exactly what segment of the market is Mazda targetting here? I can't quite figure it out, it's not going to pull pure performance enthusiasts away from their cars, it's not going to tempt the usual import crowd, it's out of the price range of most younger buyers, it doesn't have that mid life crisis draw that other sportscars out there have... It's a total niche' car that is going to be sold to fans of Mazda and the rotary engine fans with the ocassional female buyer that thinks the car is just so neat or cute then toss in the people that just fall in love with the looks of the car and that alone is enough for them. I don't think that makes for what is going to be a successful car. Maybe Mazda isn't expecting to sell a lot and do realize it's just a niche car, I doubt there are many 30k Japanese performance cars that fly off the lot.

The Mazda 6 has so many things going for it and is a great practical car that looks nice, handles well, is priced right, and has plenty of accolades from the press. But no one in the states is buying the damn thing, the sales I believe were less than half what Mazda was projecting for the first year of production.

What are your thoughts on where the RX-8 fits into the market and what other cars do you see in it's category? Lastly, do you think it will be a big enough seller for Mazda for them to continue production of the car and perhaps offer Mazdaspeed versions of it in the states.

Ike

 

it's for the people that want a sports car, but they have families and thus cannot buy a two seater, and rotary enthusiats (like me)

 

And Me.

 

So it's for rotary enthusiasts that have families and want sports cars with 4 doors? C'mon guys surely you can do better than that, I think Mazda would sell about 20 cars if that was their only market :p

 

And me - someone who has their kids grown and gone, but wants 4-door for the occasional passengers, wants a sports car look unlike the sedan styling, wants performance mixed with great handling, and is very fun to drive. The fact that it's a rotary is icing on the cake to me. :D

 

for me the RX badge is all i need to want it, i love rotaries, and mazda has never slacked off in designing the rest of the car

i think the idea of key market is quite flawed anyways, look at the honda element it was designed and marketed for the car for teenagers (i love them the interior was designed with the goal of being able to clean it with a hose), and i've seen nothing but 40+ year old's driving them

 

The market can be unpredictable... Are you serious about the Element? Honda is really out of touch if they actually thought teenagers and the younger market wouldn't hate it. So what other cars do you put in the same class with the RX-8, you're only answering the first part of the question, just curious on other peoples takes are.

I will be cross shopping it with the S2K, Evo, STI, and 350Z, but I really don't see those as being in the same class as the RX-8. Any other ideas of cars you think people will be cross shopping the RX-8 with?


Ike

 

I chose the RX-8 because:

1) a friend had a 3rd gen. RX-7 and introduced me to rotary engines (I've always appreciated interesting, innovative design),

2) with four seats and OK mileage, it is a reasonably practical car for all-around driving,

3) it is an outstandingly fun car to drive,

4) I was shocked to discover that I could afford it.

I don't know if it's a single-niche car, because it seems to appeal to people coming from several different directions.

 

it looks AWESOME!!!!!!!!!!!!!!!!!!!!!

 

and then there is soooo much more to it....just drive it and you'll see.



ohhh, and i can fit my two kids in the back....

and its not a minivan! (that is the wifes vehicle that i have to drive occasionally)

 

quote from IkeWRX: "So it's for rotary enthusiasts that have families and want sports cars with 4 doors? C'mon guys surely you can do better than that, I think Mazda would sell about 20 cars if that was their only market."


But that is their market... this car is meant for people who need to have four doors, but still want some semblance of performance and looks. In other words, people who want 4 doors and dont want another sedan. I dont think they are just targeting the rotary crowd, cause I for one know nothing of the rotary. Rather, this is the rotary powered vehicle that Mazda wants to sell to the masses.

We have to remember that the RX-8 is not the replacement for the RX-7. The RX-7 is a pure sports car for the enthusiast driver. 2 doors, weighs about 2600 lbs, suspension as stiff as you can get, in other words no compromises.

This is not the mission of the RX-8. In fact, as other online reviewers have said that Mazda has created a "new" category, the "4 door sports car". Whether people will want a foor door sports car remains to be seen.

In my case, this looks to be the perfect car. I considered the Infinity G35 sedan, but did not like the profile. I wanted the G35 Coupe, but I need the 4 doors. The RX-8 looks to fill what I need.

Sure, there are faster 4 doors for the price with far better performance like the Subaru STI and the Mitsubish Evo, but the STI and Evo looks dont appeal to me. They have killer performance rivalling the V8 muscle cars, but their interiors are spartan. There exteriors are based off of their economy car brethren, except they are given much beefier tires and suspension, AWD and turbo charged to the kazoo. Excellent track/auto-cross/rally cars. Again, these cars are targetting different folks, those who put performance above everything else. Does that make these cars bad? Of course not! No Way! Again, just a different target.

The same can be said for the RX-8... a different audience.

Hopefully a lot of RX-8s will be sold so that Mazda will bring to us the next RX-7.

If you expected the RX-8 to be like the RX-7, you will be disappointed. But if you desire sports car performance and looks with a little bit of practicality thrown in, this is the car for you.

 

Maybe Mazda's marketing to:

1) Rotary enthusiasts
2) College graduates who just banked a new job.
3) Driving a car that doesn't have moving pistons?
4) Families who have children and still want a sports car, which is the same as the people above.

Reasons:

1) Its been a long time since Mazda remade the rotary for the USDM, since the FD RX-7.
2) The car is very sporty and still has that young, executive and non-ricer look. Why should the graduate buy a Civic? Wrx? RSX? Those cars are for teenagers.
3) Something new. Why drive a 4 banger, V6 or V8?
4) Room for the kids, unlike the S2000 and Z3 or Z4.

I could be wrong. Okay. RX-8 isn't a pure sports car.

 

Reasons this car got my attention:
1)Not your average sports car
2)Reasonably priced
3)there is just something about it that makes you go "damn that car looks good, but in a wierd way."
4)Decent performance


The Wicked MOnkey

 

I think a few would be cross-shopping the same vehicles as I pondered. Mainly the Infiniti G35 coupe and the BMW 330ci.

To me, the 330 coupe was not sporty enough (sports car look) and too many $$$, and the G35 coupe's interior was ugly (IMO) and it's back seat room was not as good as the RX-8.

 

Shift-x, be careful when you use the word ricer along with WRX in any sentence when around me, I can get very mean :p

The WRX is an no frills enthusiasts car as far as I'm concerned. Go to an auto-x, dragstrip, rallyx event and see for your self, most of our modded cars are all go and little show. The ones that do have the show usually have plenty under the hood to back it up.


Cheers,
Ike

See my ricey WRX below, I regret the bodykit, bit it was the only non red or yellow one left for 100s of miles in a MY03, and I just had to have the bugeyes

 

werd my dad has a wrx (with several cobb toys) and i like the car alot, but it's more of a rally-x car, and i'm more of an auto-x person

 

Sorry about that IKE. Your REX is very nice and not Ricey. I used to love WRXs, but I like something invigorating and refreshing - out of the norm.

It seems to me you value performance over luxury with a Japanese flavor. Go with the car that gets you that. In the 30k range STI or Evo will do you justice.

 

See IkeWRX, you have just proven my point by posting that picture. The WRX is basically an impreza on steriods. Pure unadulterated power, will out-accelerate, outhandle, outbrake most cars on the road. No denying that.

Just that some folks will not drive the WRX because it looks like an impreza. To each his own. In my opinion, I think the WRX is a fabulous machine that will keep you grinning again and again. I just cant get past the looks.

If there is room for the WRX in our current marketplace, surely there is room for the RX-8. I hope. Only time will tell.

At least, no minivan is going to out-accelerate the RX-8.

 

I think this would be an application for Occam's Razor (where the simplest answer is the best) .. so here's my response .. "because I wanted the RX8" ... man, trying to quantify the things we get or want can take days off your life .. so I'll stick w/ the simple answer of "just b'cuz ..."

The WRX is nice and I'm sure ppl had their own reasons for the WRX as the we do the RX8 ...

alex

 

I admit, the WRX is not going to win any beauty contests, and that's sort of what I love about it. And I wouldn't get to confident about the minivan comment, have you seen the Forester XT, PT cruiser GT, or any of the silly turbo caravans before? :p


Ike

 

This car beaks new ground and I think only time will if it's a hit.



This may make no sense- but I really like cars that no on else buys- WHenever I get somethinbg I sectretly hope they stop making them (of course after some after market tuners build some parts for it) There are not many probe GT's in manhattan (what I'm driving) I see a few here and there driven in from out of town) - I still haven't gotten tired of it's lines

 

To me its very simple .....

The RX8 is a beast of its own it expands and almost perfects what I love in a car.

It has power to get your blood pumping.

The power seems very constant and dependable

Handeling is awsome especially if you like the twisties.

Tranny and short shifter is so awsome and smoothe and sure. No gear grinding here.

The curves of the car are intoxicating.

When sitting in the car you know your purpose unlike many other cars.

If i stand near my car for too long I have to drive it. It just feels so good.

If you look at the details of the car you can feel the importance of the car and what it stands for.

This car was obviously built with technical expertiese and passion.

It comes from an awsome family with an awesome track record.

It has so much class it cannot be denied.

Unlike what many think right now this car has so much potential its just untapped.

What is great about this engine is that just like the B series honda fans who knew some of the potential of the K20 were never aware of the full potential of the engine. Now tuners are embracing the K20.

I Believe this is a similar case with the upgraded 13B. We only have speculation based on what we do know, and our opnions on what might be.

I just cant wait for the tuners to get their hands on the upgraded 13B. I know we are all going to be pleasently suprised.

 

Good point about that Turbo Caravan, my bad! :D

I stand corrected. At least no Honda Insight is going to out-accelerate the RX-8 :D

(And please dont tell me there is a turbo-kit for the Insight as well! )

 

I'm looking to upgrade from my Acura Integra. Need room for 4 adults, comfortable for long drives (2 adults), fun to drive.

I was cross shopping with the Mazda 6, Acura TSX, The Volkswagen Passat, Volvo S60, G35/coupe, Honda Accord V6 MT and the Nissan Maxima. Sorry but the STI/EVO/Skyline just doesn't turn my crank (thank god, otherwise we'd all be driving the same thing).

All these cars have more then enough power for me. The Maxima was a boat and I didn't care for the interior. The G35 sedan was too boring, while the G35 coupe looks good, only people who are shorter then 5'8" can fit in the back (maybe) and the 2 door thing is ackward. The Accord and the TSX (Euro Accord) are just too boring on the outside. The Passat is big and has reliablity issues (every VW owner that I talked to starts by saying how much they love their cars and then 3 min into the conversation, they start talking about the "little" problems that their baby has). The S60 has distinctive lines but it is huge! The price starts at where the RX8 stops but the rates are much lower and plenty of deals to be had. It was my #2 choice (I would love to have one as a winter car or those long trips with more then 2 adults). Actually the Mazda 6v6 was originally my #2 but too many early 20's crowd are getting it. That means that by next year the insurance rate is going to skyrocket (just like my Teg did 5 years ago). So it got scratched from my list.

The RX8 is the best looking under $40k CDN "sport sedan" that I found. It can make my heart beat a little faster just thinking about going for a drive (which I have yet to do ). I actually like the side profile but the rear end needs some work IMHO. It may not be the fastest of the group but 0-60 in 6.5 is plenty fast for me (finaly got over the missing HP). To me it would have been perfect if it had a lift back or at the very least fold down rear seats (I wouldn't care about the loss of performance because of lower body rigidity). I'm really pissed that it has such poor fuel consumption tho' (compared to the rest).

Who do I see as the biggest market for the 8? A family man (or woman :p) who are in their mid 30s to 50's who want a sedan that not only looks like a sports car but can actually play with many of them. They want something that is different from the rest of the boring sedanville out there (Toyota, Honda/Acura). If I am correct, I hate to break it to many of you, but that will mean a lot of automatic RX8. Judging by the numbers of automatics that have already shipped to Canada, I think that Mazda is thinking along the same lines. Having the fastest 0-60 isn't at the top of this group list however it remains to be seen if sub 9 is fast enough.

 

My friend (an 18 year old spoiled kid :p ) has an RX-8. I don't quite know what he was looking for when he bought it, but he seems happy enough.

Ike, i'm with you on the WRX, After a year and a half i'm still in love with my (totally non-rice) WRX.