Mazda Launches Second All-New Model: Mazda DEMIO
- Three models to suit different customer lifestyles each with exceptional interior space and quality, and class-leading driving dynamics -
| Mazda Motor Corporation today announces the introduction of the
completely redesigned Mazda DEMIO the second all-new model in a
wave of new brand-driven products that will generate the company's
product-led growth. |
|
Mazda DEMIO "Cozy" (w/optional equipment)
|
| The new Mazda DEMIO (Mazda2 overseas) builds on the
highly functional packaging of its predecessor and now boasts dynamic
exterior design, interior quality one rank above the rest, class-leading
driving performance, and enhanced safety features. The DEMIO is
offered in three lifestyle versions to suit different target customers,
each offering a total package of new values in the small car class.
It offers customers a sense of liberation created by its relaxed
interior atmosphere and fun to drive qualities. |
| Following Mazda Atenza (Mazda6 overseas) all-new Mazda
DEMIO is a true member of the new generation of vehicles from Mazda
that embody Mazda's new brand DNA-Stylish, Insightful and Spirited.
DEMIO shares Mazda's product philosophy with the Atenza/Mazda6 and
fulfills Mazda's brand expression "Zoom-Zoom" (the love of motion
that we felt in childhood). It is designed as a new benchmark in
the small car class. |
| The original Mazda DEMIO debuted in August 1996, redefining
the small car class. Its exceptional space utility and functional
styling was new for a class where "economy" was previously the critical
factor. Incorporating a spacious multi-purpose interior which broke
the bounds of conventional thinking in small car design, the DEMIO
earned a warm reception from customers, and created the standard
which rivals now follow. The new Mazda DEMIO has targeted these
qualities to create a new definition once again. |
| On sale throughout Japan at Mazda, Mazda Anfini, and
Mazda Autozam dealerships, the monthly sales target of the Mazda
DEMIO is 7,000 units. |
The following are the five main features of the new DEMIO:
| 1. |
The new DEMIO has Mazda's new generation sophisticated
and
vibrant athletic exterior. |
| 2. |
Featuring newly developed MZR 1.3L/1.5L engines, the
new DEMIO delivers top-class driving performances, satisfying even
demanding drivers who prefer European cars. |
| 3. |
An innovative "3-cars-from-1" concept. This concept
introduces three distinctive models-Cozy, SPORT and Casual-which
cater to the lifestyles of a variety of customer groups ranging
from young families to single men and single women. The Cozy model
sports a newly-developed "White Canvas Top" which fills the cabin
with a soft bright light even when closed. |
| 4. |
The new DEMIO boasts a roomy, comfortable, high-quality
interior space with exceptional storage and packaging functionality
within a compact body that delivers superior maneuverability (and
is convenient for Japanese tower parking systems). |
| 5. |
Mazda has employed its latest technology in the new
DEMIO to achieve a new set of standards in the small car class for
safety level, and positively addresses environmental issues. |
All-new DEMIO has the following features:
1. Athletic design and quality one rank above the rest
|
The exterior design inherits dynamic athleticism that
is part of Mazda's unique brand DNA, while retaining the DEMIO's
distinctive form. |
| - |
Front view: With sharp, up-slanting headlights and
the signatory 5-pointed grille with centrally located Mazda emblem,
the DEMIO face displays dynamic and active characteristics. |
| - |
Side view: Front and rear fenders are stretched out
to emphasize 'wide tread' and well-defined wheel arches with flared
guards define the DEMIO's dynamic structure. |
| - |
Rear view: Stretched rear fenders provide a dynamic
impression, that, together with the horizontally aligned taillights,
give the DEMIO a sporty, borderless look. |
|
Based on a clean, simple cabin layout styled to replicate
the easy living atmosphere of one's favorite room, the DEMIO has
achieved best-in-class interior quality in the form of elegant panels,
superbly coordinated color schemes and trim levels. |
| - |
The low, flat instrument panel relays a pleasant openness
to occupants. All models feature a center console with subtle polished
metal surfaces designed in the image of a home audio system, boasting
an interior quality level not available in previous small cars. |
| - |
The large speedometer and tachometer are simple and
easy to read while driving. |
| III. |
Unique craftsmanship devoted to detail |
|
The center console features an integrated design,
which is easy to use and aesthetically pleasing with bold audio
and climate control switches. Finished in a subtle dimple treatment,
the center console employs damper-assisted switches for ease of
use. Comfortable for drivers and occupants alike, DEMIO's interior
quality levels aims for one rank above the previous level. |
| IV. |
Large variety of body colors |
|
A total of ten body colors, which are coordinated
with interior, are available. (See the chart below for combinations.)
|
2. All-new engines and best- in- class handling that anyone can feel
|
Equipped with a completely redesigned powertrain,
suspension, steering, brakes, and body, the DEMIO has achieved excellent
sports performance in addition to its ride and comfort performance
that will suit all drivers. The new model meets the needs of a wide
variety of customers ranging from drivers who traditionally prefer
the dynamics of European cars to drivers looking for an easy-to-drive
runabout with sense of security. |
| I. |
Completely redeveloped MZR 1.3/1.5 engines with exceptional
driving performance |
|
The new in-line, four-cylinder MZR 1.3/1.5 engines
developed for Mazda's next generation small car have employed new
technologies, such as a long intake manifold, continuously variable
valve timing mechanism (S-VT: Sequential Valve Timing), and stainless
steel long-branched 4-1 exhaust manifold, to achieve excellent driving
dynamics, low fuel consumption, and low emissions. |
|
|
Inline 4-cylinder 1300 DOHC
(MZR1.3) |
Inline 4-cylinder 1500 DOHC
(MZR1.5) |
| Displacement |
1,348cc |
1,498cc |
| Max. power(JIS net) |
67kW(91PS)/6,000rpm |
83kW(113PS)/6,000rpm |
| Max. torque(JIS net) |
124N-m(12.6kg-m)/3,500rpm |
140N-m(14.3kg-m)/4,000rpm |
| II. |
Chassis performance to please everybody |
|
To achieve Mazda's DNA-inspired "responsive performance
and handling," the DEMIO has employed a completely revised MacPherson
strut front suspension, torsion beam rear suspension with mono-tube
damper, and stronger brakes. The result is exceptional steering,
enhanced driving stability, and ride comfort. Further, the brake
system with improved response and a better feel supports driving
pleasure. |
3. "3-cars-from-1" concept with a wide market appeal
|
Mazda has introduced an innovative "3-cars-from-1"
concept. The Cozy, SPORT and Casual models are specially designed
to cater to the lifestyles of various customers. All models feature
class-leading interior quality levels, driving dynamics and highly
functional packaging, but the three lifestyle version have their
own distinctive characteristics. |
| - |
Cozy (1300 DOHC/1500 DOHC) |
|
The Cozy's pleasant bright interior mainly targets young women and people seeking a more comfortable lifestyle. Featuring a new special color "Honey Yellow," Cozy offers eight different body colors, as well as a choice of three key colors for the interior. |
|
The radical new electric "White Canvas Top" is semi-transparent and lets natural light into the cabin even when it is closed(Available as a manufacturer's option), creating a pleasant bright interior. Employing semi-transparent woven polyester laminated with a durable fluorocarbon resin, the closed roof fills the cabin with a soft light similar to that of a white awning-covered open-air cafe. The roof restricts ultra-violet rays from penetrating the cabin and heat build-up in the cabin in the same way as a normal roofed car. Boasting unprecedented open air dimensions of 727mm in length and 636 mm in width, the roof opens to a limit behind the eye point of rear passengers. A collapsible deflector prevent wind noise and buffeting while driving. |
|
A more luxurious Super Cozy model is also on offer as an optional package.
Featuring leather seats and a white wood-like genuine leather wrapped steering
wheel, the Super Cozy's interior offers a refined taste and relaxed ambience. |
|
The SPORT, portraying a dynamic image, mainly targets
people who enjoy driving while seeking a free and active lifestyle.
The SPORT comes equipped with the MZR1.5 engine and 4-speed Activematic
transmission for sporty performance.
Available in its new theme color "Spicy Orange Mica," the SPORT
is fitted with HID headlights, 15-inch alloy wheels, and aero bumpers
to convey a strong, sporty image. The interior, however, is bathed
in dark blue with metal-like accents to create a cool and sporty
ambience. |
| - |
Casual (1300 DOHC/1500 DOHC) |
|
The Casual appeals through its simple, fun to use
theme. Target customers are families who seek a simple and natural
lifestyle. Available in seven body colors, the Casual's interior
is based on light gray expressing an image of classic simplicity. |
4. Packaging with further improved DEMIO's unique street presence
|
Inheriting the original DEMIO's high efficiency packaging,
the new model takes that quality one step further and boasts an
easy-to-use, spacious, multi-purpose cabin to cater to the lifestyles
of a wide range of customers. |
| I. |
A body size that compliments its exceptional dynamics |
|
The new DEMIO is 3925mm in overall length, and 1680mm
in overall width. With a height of 1530mm (1545mm with canvas top
or roof rail model), the new model can also fit in just about any
Japanese tower parking station. Sitting on the widest tread (front
1475mm/ rear 1450mm) and with an optimally balanced wheelbase of
2490mm, the DEMIO driver will enjoy superb steering maneuverability
and stability. |
|
The new DEMIO has achieved a roomier interior through
a combination of well-executed design revisions. Compared to the
original model, the front seat width is expanded by 38mm, and a
concave door trim design is incorporated to enhance elbow-room.
The shoulder space between passengers has increased to 1358mm in
the front and 1348mm in the rear. |
| III. |
Easy handling no matter what physique |
|
The new DEMIO has employed a front seat slide distance
of 250mm (with 10mm pitch) and a 55mm (stepless) ratchet operated
seat lifter on the driver's side. When the lifter is operated, the
seat back and cushion tilts forward slightly. And with a steering
tilt function of 45mm, drivers from 150cm to 190cm can easily find
their best driving position in a matter of seconds. To further enhance
ride comfort, a large armrest that can be set at different angles
is employed for the first time in the small car class. |
| IV. |
Rear doors open to 80°-easier
entry and exit |
|
With rear doors that open to an angle of 80° (previously
67°) and maintaining same door width as current model, the DEMIO
has achieved top-level rear door accessibility, even in tight parking
spaces. Child seat fitting and removal has been made easier too.
|
| V. |
Improved seat arrangement-simpler and easier to fold |
|
The DEMIO has employed a 50:50 split rear seat back
that can be collapsed with a one-touch levers. The levers can be
reached from the rear passenger doors or from inside the rear tailgate.
The spring loaded mechanisms pull up the entire rear seat, and folds
it to rest neatly behind the front seat backs. There is no need
to remove the headrests to achieve a flat cargo area. |
| VI. |
Square flat luggage space makes loading easier |
|
The new square rear luggage space enables two complete
mountain bikes (with front wheels fitted) to be loaded thanks to
a non-protruding suspension tower design. The combination of a lower
rear bumper height, larger rear tailgate opening, and flat luggage
space floor facilitates cargo loading and unloading with ease.
|
| VII. |
Folding board enhances luggage space |
|
The rear luggage space can be split efficiently between
upper and lower sections by employing a removable folding board
that sits between the two rear wheel housings. The board itself
folds in half, allowing items placed on the floor to be easily reached.
Tall or long items can be also stored. (Available as an optional
equipment)
|
| VIII. |
Four new features improve storage functionality |
|
1) |
Multi-purpose glovebox (with clean box): Stores license,
registration and tissue box among other things. It contains a removable
clean box that is also washable and can be used as a trash bin.
|
|
2) |
Front cup holder and rear door pocket with bottle
holder: Two cup holders for front passengers and left and right
hand rear side door pockets that can hold 500ml drink bottles.
|
|
3) |
Upper tray with lid: Located in the center of the
dashboard, it may be used to store CDs and small items. It is located
within easy reach for both the driver and front seat passenger.
|
|
4) |
Instrument panel side tray (passenger side): Designed
to prevent objects from falling. It may be used to store CDs, cosmetics
and other small items.
|
5. High level active and passive safety features, and positive environmental
measures
| - |
Active safety features: All model are equipped with
the 4W-ABS, brake assist and EBD(Electronic Brake Force Distribution
System). The DSC (Dynamic Stability Control) is optional on all
automatic models. They provide a high degree of maneuvering stability
even under the worst driving conditions. |
| - |
Passive safety features: All models are fitted with
Mazda's high integrity, high safety body structure. In addition
to dual-stage frontal SRS *1 airbags
which activate depending on impact intensity, all models offer optional
SRS curtain and front side airbags. The new DEMIO also features
a intrusion minimizing brake pedal to minimize the incidence of
lower leg injuries to drivers. |
| - |
All models are awarded a rating of E-LEV ("Excellent
Low Emission Vehicle" designated by the Ministry of Land, Infrastructure
and Transport) by achieving a 50% reduction in exhaust emissions
from 2000 regulatory levels, and clear Japan's 2010 fuel-efficiency
standards. Therefore, all models are eligible for special tax breaks
under Japan's Green Tax Law. *2
Mazda has also achieved recycling efficiency of more than 90%, while
actively working to reduce the use of materials that contain lead,
which is harmful to the environment. |
| *1 |
"SRS" stands for "Supplemental Restraint System." |
| *2 |
Newly registered vehicles up to March 31, 2003 are
eligible for special Tax Reductions in the Automobile Acquirement
Tax (A reduction of 15,000 yen for private vehicles) and the Automobile
Tax (E-LEV is eligible for a 25% tax break for two years, starting
from the fiscal year after the purchase of the vehicle.) |
Color Variations
| Model |
Interior
Color |
Pure
White |
Sunlight
Silver
Metallic |
Sparkling
Silver
Metallic |
Classic
Red |
Passion
Red
Mica |
Splash
Green
Mica |
Strut
Blue
Mica |
Honey
Yellow |
Spicy
Orange
Mica
|
Starry
Blue
Mica |
| Exterior
Color |
| SPORT |
Dark
Blue |
*
|
* |
|
* |
|
|
* |
|
* |
* |
| Cozy |
Beige/Mimosa
Yellow |
* |
|
|
|
|
|
* |
* |
|
|
| Beige/MintGreen |
|
* |
* |
|
|
* |
|
|
|
|
| Beige/RosePink |
|
|
|
* |
* |
|
|
|
|
|
Super
Cozy |
Beige
(Leather) |
* |
|
* |
|
|
|
* |
|
|
|
| Casual |
Light
Gray |
* |
* |
|
* |
* |
* |
* |
|
|
* |
Manufacturer's Suggested Retail Prices
(Japan only/excluding tax) |
(Unit: 1,000 yen) |
| Model |
Engine |
Transmission |
Retail price |
| SPORT |
I4 1500DOHC |
Activematic |
1,535 |
| 5MT |
1,450 |
| Cozy |
I4 1500DOHC |
4EC-AT |
1,370 |
| I4 1300DOHC |
4EC-AT |
1,235 |
| Casual |
I4 1500DOHC |
4EC-AT |
1,285 |
| 5MT |
1,210 |
| I4 1300DOHC |
4EC-AT |
1,145 |
| 5MT |
1,070 |
|
