AM Awards 2017: Manufacturer of the year

Mazda’s straightforward approach to its current range seems to be finding favour.

The launches of the new MX-5 and CX-3 in 2015 meant the Japanese brand benefited from a full first year of sales of the new models as well as the launch of the Mazda 3 hatchback.

The new models helped the brand to achieve 43,609 registrations across the year, up 2.43% on 2015’s 25,504.

Mazda still maintains a focused philosophy, which links its models across the range, and this is perhaps what best defines the brand.

Its engineers continue to seek further gains in refinement and efficiency from combustion engines and the adoption of lightweight materials to deliver ever more clean and efficient cars.

This ties in with a desire to be considered as a manufacturer that still prioritises the driving experience, a trait exemplified by the MX-5.

Commenting on the Mazda brand, AM’s panel of judges agreed that Mazda was now about more than just one car, however.

They said: “They are now a brand of cars, not just the one. Attractive, reliable and great to drive. Not that they weren’t before, but the message didn’t get across to consumers.

“If you weren’t familiar with the brand, or the branding was hidden from you, you would think you were driving one of the lesser premium brands.”

Mazda is now exploring plans to expand its MyWay test drive concept to other major cities in the UK to help crack territories where it has little representation.

Piloted in London, MyWay sees test drives, booked using the mazdamyway.co.uk website, taken to a location of a customer’s choice.

The brand has the right quality of product and it is now working harder than ever to get consumers behind the wheel.