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![]() 1960 Mazda R360 Coupe |
![]() 1962 Mazda Carol Sedan |
![]() 1966 Mazda Familia Sedan |
![]() 1969 Mazda Luce Rotary Coupe |
Internationally, the 1970s were the heyday of Mazda as a performance leader. The Wankel "rotary" engines outperformed their piston-based competitors by a large margin, and Mazda made the most of the powerplant by putting it in almost every product they sold, from the Rotary Pickup to the RX-7, and even the large Luce sedan. The only exception was the Mazda Chantez keicar, because other car makers vetoed the move.
![]() 1970 Mazda Capella Coupe |
![]() 1975 Mazda RX-4 Coupe |

However, the 1970s also saw Mazda's first financial crisis, which led to Ford taking a 25% stake in the company. The first RX-7 released in 1978 would be a strong image leader for Mazda, but actual sales revival would not come until the early 1980s. The 1979 deal paved way for Ford selling badge-engineered Mazdas in Asia and Australia, such as the Laser and Telstar. These models replaced the models from Ford Europe sold throughout the 1970s. Ford also used the Mazda models to establish its own retail presence in Japan - the Autorama dealers sold these cars, plus the occasional Ford US and Ford Europe models.

The 1980s saw Mazda transition from a niche Japanese player to a part of the global Ford empire. Having said that, the 80s saw the most mainstream success for Mazda. The early-80s 323 (GLC in North America) and 626 were massive hits, with the 323 taking the number one spot in Japanese car sales, overtaking the Toyota Corolla. (This is still very significant today whenever a non-Toyota tops the sales charts).

Mazda also contributed to Ford's lineup, most notably with the MX-6-based Ford Probe. Mazda also began building the new-for-1988 626/MX-6 in the United States. U.S. production was initiated via a joint venture with Ford called AutoAlliance International.
In the late 1980s, Mazda embarked on a disastrous attempt to diversify its brand names. It chose to do so because market research revealed that the Mazda brand has the connotation of economic, budget cars both in Japan and abroad. With the aim of doubling its sales, Mazda launched three new brands in Japan, Eunos, Efini and Autozam. Eunos was to have a counterpart overseas in the US-market Amati luxury division, and Xedos in Europe. However plans for Amati was pulled at the last minute, and the rumored V12-engined flagship was shelved.
![]() 1989 Mazda RX-7 GT Hatchback |
![]() 1989 Mazda MX-5 Convertible |
Mazda finished the decade with the revolutionary Eunos Roadster (Mazda MX-5 or Miata outside Japan) sports car (for the 1989 model year). This model revitalized the world sports car market, which was filled at the time with expensive, heavy GT cars. Despite complaints of plaigiarising the Lotus Elan, the Miata has been very successful till this day.
The 1990s were a decade of decline for Mazda. The third-generation RX-7 sold poorly, and the Miata could not sustain the company's sales. The rest of the lineup was poorly-received in the United States and Japan; their popularity in Europe didn't seem to make up for the losses.
The number brands was also an attempt to match Toyota and Nissan, both of which had multiple chains in Japan. A common opinion is that the sheer number of models had overwhelmed the company - in 1993 Mazda sold seven models based on the 626, yet they only amounted to 1/3 the sales achieved by the comparable Toyota.
In other markets, Mazda's identity crisis saw it confused over which logo to adopt. The "mazDa" lettertype was introduced in 1975 as part of Japan's first CAD-assisted corporate identity redesign. In 1991 a new logo was introduced, but was soon swapped for a rounded-off version because the original had an uncomfortable resemblance to Renault's logo. The new version is consistently used in 1990s Mazdas, but never became as well known as the lettertype. To resolve this issue, Mazda commissioned for a new logo in 1998, which it uses till this day and features in considerably larger sizes on every model.
![]() Mazda Logo (1991) |
![]() Mazda Logo (1998) |
Mazda and Ford continued joint efforts. In 1994, the Mazda B-Series line was split between an international (Mazda-designed) version and North American clone of the Ford Ranger. In 1998, Mazda and Ford opened a new plant in Thailand, AutoAlliance Thailand. Patterned after Mazda's Hofu plant, AAT is now an important manufacturing location for the company.
The badge-engineered models came to an end in the early 2000s, as Ford replaced the Laser with its own Focus, and Telstar with its own Mondeo. Ford and Mazda have moved onto collaboration in a more fundamental sense, by way of platform sharing.
The Mazda MX-6 was a front-wheel drive sporty coupe produced by Mazda between 1988 and 1997. It was larger than the MX-3 and MX-5 (Miata), and less sporty than the RX-7.
The MX-6 was mechanically identical to the Ford Probe. Both cars shared the Mazda GD platform (1988-1992) and GE platform (1993-1997). Along with the Ford Probe, the Mazda MX-6 was designed and built in America in a joint venture with Ford called Auto Alliance.
The first generation MX-6/Probe appeared in 1988 and lasted until 1992 in the United States. In some markets the model years were from 1987 to 1991. It was based on a series of futuristic concept cars of the early 1980s. It was a large coupe, based on the Mazda GD platform, and was powered by a 2.2 L SOHC straight-4 cylinder Mazda F2 engine. The base engine produced just 110 hp (82 kW), but a 145 hp (108 kW) turbocharged version was available.
This generation was available in several trim levels, which differ depending on the market the vehicle was sold in. In the United States, the MX-6 was available in DX, LX, LE, and GT trim levels:
In 1989, Mazda offered a special four wheel steering (4WS) option on MX-6 GTs destined for the U.S. This system consisted of an electronically controlled rear steering rack that turned the rear wheels opposite to the fronts at low speeds to improve cornering, and turned the rear wheels with the fronts at high speeds to improve highway lane change manuvering.
European and Asian spec vehicles commonly received either the 1.8 L SOHC or 2.0 L SOHC FE engine in GLX models, or the 2.0 L DOHC FE engine (sometimes called FE3) in their GT models. 4WS was a common option for European MX-6s. Austrailian vehicles were almost always equipped with same the 2.2 L turbocharged F2 motor as the U.S., as well as 4WS.
The second-generation car came out in the United States in late 1992 as a 1993 model. It used Mazda's GE platform and Mazda-designed engines, and was available in two trims:
In Japan, the 2.5 L V6 was the higher performance KLZE, while the 2.0 L was a I4 called the FS. In Europe and America, the 2.5 L V6 was a lower performance KL03. In Australia and Japan, four wheel steering was an option.

My Mazda MX-6 has been one hell of a good car. Now with over 146,500 miles, it still gets around 22 mpg in town (22.2 mpg February 2006), and around 30 mpg on the highway. The MX-6 loves to cruise the interstate around 75 mph, so I usually set the cruise control at 70. I use Castrol GTX High Mileage 10-30, and it still doesn't use or burn any oil. I use regular unleaded gas, with a tank of high-test every few months to clean the fuel injectors. As a California car with stricter emission controls, it's only rated at 95 horsepower. But it still has some get up and go!
The interior is in great condition, thanks to the dark window tinting I had installed in 1995. I also added vent visors in 1995, but in 2003, someone broke into the car here in the driveway overnight, breaking part of the vent visor and window for some change. The paint has faded badly on the trunk lid and roof, yet not on the hood which is pretty weird. I used to keep a good coat of wax on it, but finally gave up when the paint really faded. Thankfully, no wrecks or dents, only some very minor door dings from parking lot jerks. I'm seriously considering getting a high quality paint job with the original factory color. I've always used Simple Green to clean the engine compartment, so it looks great. Air conditioning still blows cold air. The four speed automatic transmission has a neat feature - a power or economy switch. In the power mode, the shift points change and the transmission shifts at higher rpms providing some pretty snappy pickup. When I go for rides up in the mountains or on the way to the coast, I leave it on power mode.
I pulled a U-Haul trailer cross country in 1995, and the car did remarkably well with the exception of an afternoon driving through Arizona on Interstate 10. It was 118 degrees in Phoenix, and between the outside heat and the weight of the trailer, the engine temperature started to rise too much. I ended up turning the A/C off for several hours. I like the fact it has a tachometer and real gauges, no idiot lights for this baby. The instrument cluster is easy to read. The split rear seat (1/3-2/3) folds down so there's lots of cargo room. With the seats up, there is room for 4 adults. I still have the original AM/FM/Cassette stereo and factory speakers which still sound great. For trips, I use a Sony Walkman with a cassette cartridge and cigarette lighter adapter. The car handles great in the snow and ice, although the depth of snow and ice from our January 2004 snow and ice storms tore both boots on the CV joints, so those will have to be replaced when they start to go bad.
There is a sticky hydraulic lifter which comes and goes, which is rather weird considering Power Mazda charged me over $900 to replace the lifters in 2002. Later that year, Power Mazda was not upfront with me when they told me my power steering pump wasn't available aftermarket, but they were willing to replace it for over $800. So I drove the car for 10 months with no power steering (not fun) until I visited AJ's Automotive on 13th Street SE. $267 and a day later and I had power steering again...
The only time my Mazda hasn't started for me was during two different heat waves here in Salem, and both times it was due to the battery crapping out from the heat. The first time the battery was eight years old and was long overdue. The second time the battery was still under warranty. My Dad shared many "words of wisdom" with me over the years: always get your tires and batteries from Sears, and do your own repair work. They've served me well.
Over the years, I've had to make the following repairs:
Over the years, Mazda has used the following slogans:
So putting them all together, we have... "Zoom zoom, it just feels right for passion for the road". My MX-6 and I have an agreement... whichever one drops first... loses!
Update July 2006: As one chapter closes, another one opens. After 13 years, my MX-6 has a new home with a coworker and family. She's already looking better, and plans for a new sound system and paint job are in the works. In her new life she's a high school commuter. I've only spazzed a couple of times when looking out the front window to find she wasn't there. She served me well, but it was time to close that chapter. When I first bought her, I didn't know if I'd stay healthy long enough to pay off the loan. 13 years and 100,000 miles later, we're both still here. As my wiser sister says, it's a guy thing. I do get visitation rights, though ...
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