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Maybe, just maybe, Mazda realized that their “Zoom Zoom” just don’t sell enough cars. The same way BMW found out that their “Ultimate Driving Machine” did not about 10 years ago.
Toyota never, ever, has been known as a great handling, performance brand. And still they move 300,000 Camry’s each and every year in the USA. I don’t think that there is coincidence that both Mazda and BMW total annual sales in the USA are about 300,000 sales each. The difference is that BMW changes in driving feel philosophy have in fact increased sales worldwide. Mazda is still struggling worldwide.
To me Mazda is just admitting that following BMW did not work for them. Especially when BMW was not following themselves for a decade. Handling and tight accurate steering is not where the sales are.
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