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Mazda mulling furniture, designer goods in bid to command higher prices

Brands like Porsche and Ferrari make a mint every year by selling branded lifestyle goods like shoes, hats and even wilder items. Bugatti takes things to the extremes with things like its $84,000 belt buckle. These products not only make their respective companies some extra money, but they reaffirm their high-end design aspirations to wealthy buyers. However, the next firm possibly dipping its toe into this upscale pool is a bit more mass-market - Mazda.
That's right. The Japanese automaker best known among enthusiasts for its segment-defining Miata and rotary engines is considering its own line of luxury goods in the coming years called Mazda Design. The project is the brainchild of styling boss Ikuo Maeda, and according to Automotive News, he has backing from company CEO Masamichi Kogai. Although the green light isn't quite on yet, Maeda is already brainstorming. "Not only furniture, but I'd like to build a Mazda Design brand. That's my dream," he said to Automotive News.
The possible project is just one aspect of Mazda's move to become a near-premium brand. According to Automotive News, it wants to see higher transaction prices partially by offering more stylish design than its rivals. Launching a line of luxury goods is meant to communicate this new focus to customers.

Mazda goes on engineer hiring binge as recovery picks up speed

Japan's larger automakers - companies like Toyota, Honda and Nissan - have tremendous engineering talent at their disposal. That's largely because, selling as many cars as they do, they've got more revenues to tap into. Logic might dictate, then, that smaller automakers like Mazda, which no longer has the deep pockets afforded to it by its former partnership with Ford, might have less of a budget and workforce for engineering. But Mazda has been raking in record profits, and it plans on cashing those revenues in by hiring a substantial new pool of engineers.
According to Automotive News, Mazda is preparing to hire as many as 185 new engineers over the next two years - almost four times as many as the 50 engineers it previously targeted. Many of those engineers will be put to work developing the second-generation, Skyactiv 2 technologies that are on the drawing board while the first round of Skyactiv features are still being rolled out.
The boost in recruitment is enabled by a positive fiscal year that ended last March, marking the first profits Mazda had logged in four years. Sources anticipate that the fiscal year culminating at the end of this month will mark the company's most profitable yet, netting over a billion dollars to eclipse the fiscal year that ended in 2008 when it recorded $872.5 million in profits.

Will Mazda show the next Miata's chassis in NY?

Mazda is being very sneaky about what it is bringing to the New York Auto Show, and it might have something to do with the next-generation MX-5 Miata. Australian website Motoring.com.au spoke to a company insider who told it that at least the chassis for the roadster would debut in Manhattan. The rumor goes that the show will act as the kickoff for the PR campaign for the new model.
We contacted Mazda USA PR Director Jeremy Barnes to find out more, and he would neither confirm nor deny the rumor. "Just because you read it on the Internet doesn't mean you should repeat it," he said to Autoblog. That's not exactly an outright, No.
Supporting evidence that the new drop top might be appearing in the Big Apple includes Mazda's plan to celebrate the model's 25th anniversary at the show. It's bringing 15 cars from the first three generations to display. "It will be absolutely worth attending the New York Auto Show if you're a Miata fan," Barnes said. That at least hints that there might be something he's not telling us. Otherwise it's a lot of sizzle without much steak.