After The Miata, Mazda Isn't Just IdlingLarry Armstrong
Mazda Motor Corp. long has been the low-price Japanese alternative--and a distant fourth in the U. S. to Toyota, Honda, and Nissan. But two years ago, it decided to change that. First came a new advertising slogan, "It just feels right," promoting the idea that Mazda's attention to detail makes driving its cars an intensely personal and fun experience. Lending some substance to that claim was the launch of the phenomenally successful Miata roadster.
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