Mazda5 marketed incorrectly?
How about never marketed at all. I don't recall seeing any magazine or TV adverts for them. I think I originally learned about them from getting one as a rental in Florida back in 2006.
Yep, the only reason I really knew anything about them is that I'm a car nut so I know something about every car on the road. When I am going to buy a new car, it begins as a vast 6 month research process with me poring over tiny inane details like wheelbase, rear shoulder room, lbs ft of torque per lb of curb weight etc. I'm exhaustively comparing pros and cons of all the vehicles I'm considering like Rain Man for 4-5 months haha.
The 5 sold itself to me though. All I had to do was drive it. Within the first 5 minutes of the first test drive, I knew it was at the top of my short list. It's definitely true though that Mazda barely made and effort to promote it in the U.S. I've never in my life seen a Mazda 5 commercial air here and I think I saw perhaps ONE magazine ad and it was years ago and for the older body style. I noticed that Mazda was more ambitious about advertising it in Canada and in the JDM though. If you Google "Mazda5 commercial" you'll come up with at least 3 Canadian commercials. It seems like Canadians are more pragmatic and less image conscious and concerned about keeping up with the Joneses than Americans. They also have more European sensibilities when it comes to cars. They buy more Mazda5's per capita. They buy more manual transmissions. They buy more hatchbacks. It makes me want to move to Canada. (sssh)
Again, it was probably inevitable that it was going to get overtaken by the more fashionable SUV's, but I still think there is a sufficient market for a sporty wagon type vehicle that Mazda could exploit it. Volkswagen manages to sell a fair number of Jetta Sportwagens. Mercedes, BMW, VW/Audi and Volvo all still sell traditional wagons. There are people in this country who still want small, sporty wagons and it's an underserved segment IMO. I don't know about you guys, but I didn't buy the 5 because I wanted a minivan. I bought it because I wanted a sporty wagon with a manual transmission and I recognize it for what it actually is, a Mazda 3 wagon. If the styling was too...domestic, then Mazda should sex it up a bit. Take the Mazda3 hatch if you want and make it 2 feet longer. I'd would have bought THAT in a heartbeat as long as it had a manual transmission option. I don't know what Mazda's focus groups say, but I still feel like with the 5 gone, there's still enough room for a 3 or 6 wagon in the lineup. The kind of people who buy Mazdas are mostly the kind of people who buy Volkswagens, Subaru's, Volvos, BMWs... that is they aren't into the same old vanilla appliance cars. I'd like to think that, as a group, most of us are savvy enough to see the benefits of a sporty wagon and to be interested in one instead of caught up in the superficial notion that station wagons are stodgy and uncool. Not everyone wants to accept the compromises inherent in choosing an SUV when they know they are not likely to ever need the ground clearance.