| February8, 1999 |
Cumulative Production of the Roadster (MX-5/MX-5 Miata) Reaches 500,000 Units
- Most Produced Two-Seat, Lightweight, Open Sports Car in the World-
Mazda Motor Corporation announced that it marked a cumulative production of 500,000 units of the Roadster (MX-5/MX-5 Miata) today. To commemorate the achievement, Mazda held a ceremony at its Ujina Plant attended by President Miller and Mazda employees. During the ceremony, congratulatory messages from Roadster/MX-5/Miata Clubs both at home and abroad were delivered.
The record was reached in 9 years and 10 months after the production of the first generation Roadster began in April, 1989. This makes the Roadster the most produced two-seat, lightweight, open sports car in the world. The 500,000th vehicle, bound for the United States, is equipped with leather seats and of an exterior body color in a special Evolution Orange Mica paint.
The first-generation Roadster made its debut at the Chicago Auto Show in February 1989. It was introduced first into the U.S. market in May 1989. In September 1989, sales began in Japan, then Australia and Europe. In January 1998, the second generation model was introduced in Japan followed by overseas markets.
In this year of the 10th anniversary of the car, it is now sold in more than 50 countries. Out of the 500,000 units, 30% were sold in Japan, and the rest in overseas markets.
Being a lightweight sports car with front-engine rear-drive, the Roadster has been highly acclaimed worldwide ever since it was launched for its "distinctive and attractive styling". Another reason for its popularity is the "fun to drive" feeling it offers, as the driver can enjoy a oneness with the car because it can be controlled at will as if it were a part of his or her own body. The Roadster has won more than 80 awards around the world. It is also known globally as the car that served as the spark to re-ignite the lightweight sports car market in the 1990*s after it reached a peak in the 1960*s.
Mazda is now forging ahead with a strategy to enhance its brand awareness. The current model introduced last year is a car that clearly embodies the distinctive design and responsive handling & performance, which are key areas of Mazda*s product philosophy. It has positioned the Roadster as Mazda's image leader to attract young-at-heart customers, and plans to further improve the model.
