Skip to main content

Mazda MX-5 (Miata) Defy Convention




Defy Convention.. that's how Mazda sums this ad. The ad starts out with a group of cars, all of which are convertibles faster than an MX-5 (Miata), lined up to set up for a drag race. The Mazda, an uninvited guest according to the ad, shows up as they're getting ready to launch and just before they take off, it starts "raining" (later in the ad you learn that a water truck starts dumping water on the track). As soon as it starts raining, they all "race" to put their top up before they take off and the Mazda gets the top up the quickest, takes off and finishes the 1/4 mile first.

I have no problem with a good play on words for ads. I love creative advertising. In this case, "the world's fastest convertible" is the one that takes the least amount of time to put the top up. The problem I have with the ad is the selling message. The Miata has never been about features. It has never been luxury, speed or power. It is isn't even about handling, from a measurable metric perspective. It is about the driving experience and keeping the car simple. That's the purpose of the car and has always been the selling message. Sure, it has attracted some buyers who have no interest in twisty back roads or going to a track but just about every mainstream car attracts some people outside of its target audience. The only reason this car gets praised and is probably still getting sold today is because of enthusiasts. I have seen far more Miatas on the track than on the road.

Was the ad made just to get attention and not to "sell" you on the car? Possibly but clever ads that get attention are not rare. An ad that uses the strengths of the car (or any product) and sends a straight message to the target audience in an interesting or entertaining way, now that's something else. 


Popular posts from this blog

550 hp V8 Cadillac CT6 V Coming in 2019

Cadillac's largest car - the not-quite-a-flagship CT6 - is becoming a little more flagship-y by getting the full V treatment like you can get on the CTS and ATS (for just one more year before they're axed in anticipation of replacements, so grab them while you can). Cadillac calls the CT6 top-of-the-range but won't call it a flagship, clearly wanting to leave that distinction to a larger and/or more grandiose vehicle in the future. It was previously announced in March earlier this year to be getting a high dose of performance enhancements, the highlight of which is a new twin-turbo V8, and was going to join the line-up as Cadillac's skim-V models called V-sport. Think of it like M-performance packages from BMW vs full fledged M models, the only difference being V-sport models typically get unique (and much more powerful) engines. But just a couple of weeks ago, Cadillac announced that it will make it a full-fledged V line model, making the car inch a bit higher in pre…

2020 Mid-engine Corvette C8 - What You Need to Know

Rumours of a mid-engine Corvette have been around basically since the C2 Corvette, the first Stingray. I've heard some people argue that the Corvette is already mid engine because the engine sits almost entirely behind the front axle, making it mounted midship. But everyone knows that the classic definition of a midengined car is that of an engine mounted between the seats and the rear axle, not the front axle. That's what everyone pictures if you say "mid-engine". Worse still (for the Corvette), a true midengined layout has a lot more traction - all else being equal - than a front-midship mounted engine like the current Corvette, no matter how far back it is mounted. Chevy knows this, and there has been no shortage of Corvette mid-engine concepts for decades. This time, however, it's different.

For one, manufacturers these days tend to keep very special/high performance models under wraps for a very long time during development, only revealing them when they a…

2007 Saleen Mustang S281 SC Super Shaker Track Review

"Who's your green student today?" asked a friend and instructor at the BMW Club Atlantic Advanced Driver Training (HPDE) weekend in June this year. I said: "The Saleen." The response was: "Oh, boy." Mustangs, generally, have a reputation for being more power than chassis. Mustang drivers have quite the reputation for.. how to put this nicely? Taking advantage of said power/chassis imbalance. To make matters worse, this particular Mustang was a supercharged Saleen, with a honkin' Shaker scoop sticking out of its hood. Did I mention it was also a convertible? And the owner was someone who's never been on track before but clearly has the speed bug.

Having had a Mustang for years and driven a few on track, they don't scare me - generally speaking - but the combination of being convertible and supercharged with a new and excited owner worried me a little. Nevertheless, I shrugged it off and got excited about chatting with the owner to find out…

Michelin Pilot Super Sports vs Firestone Firehawk Indy 500 - Street Review

I've been a huge fan of Michelin PSS tires and exclusively bought them for the Mustang over the last four years. So how did I end up here? This year, I was hugely interested in trying an "R-comp" tire. I had my eyes set on Bridgestone Potenza RE-71R's for two simple reasons: price and reputation. They seem like they're easily the most affordable (from a big brand) R-comp tire and combine that with a reputation for having tons of grip, it was an easy top contender. I had my concerns, though. For one, I'm told and have read that they are an autox tire, not really designed for high speed, pressure, and temps associated with open track. For another, the Mustang is a heavy car (as far as track cars are concerned) being roughly 3,800 lb. (including driver), which will amplify the unwanted open track loads. Combine that with the fact that I drive a good amount on the street during the summer, and I was very worried that they wouldn't last more than a handful of…

Michelin PSS vs Firestone Indy 500 - Track Review

A couple of weeks ago, I posted my first impressions of Michelin's PSS vs Firestone Firehawk Indy 500 tires. I've run PSS's for several years on the Boss, but I'm trying the Indy 500's for the first time. In short, I was worried about the narrower tires (I was running 285/35/18 PSS but could only find the Indy 500 in 275/35/18) and tread squirm, but I was happy with them up to that point just driving on the street. I had the chance to drive on them for three track days now. So what were they like? After my first session, they made an impression that basically persisted for the rest of track sessions on them. Phenomenal, unmatched value. Now, if value is something that stands out above all else, it typically means the compromise between qualities you want and those you don't is less than ideal, but the value is attractive. This is no different. I'll start with the bad, which really boil down to two: ultimate grip and grip longevity.

Grip is noticeably lowe…

2014 BMW 335i xDrive M Sport Review

Post-refresh 2015 F30 3-series pictured. 
Which is better, an F30 3-series or an E46? The F30 has certainly taken its fair share of heat. But if you thought I was going to say the E46, you'd be dead wrong. The F30 3-series is better. Far better. It is quicker, faster, safer, more practical, more efficient, more refined, quieter.. the list goes on. A lot of reviews and people I talk to consider the F30 to be an abomination. Frankly, I don't see it. You'd have to be mad to think the E46 is better. Completely out to lunch. I don't know who in their right mind would prefer the E46..  Trouble is, since when were people buying sports cars in their right minds? Here, lies the real problem.

"Raw rather than refined in its noises, pounding ride, heavy clutch, 50 grand and cloth seats?"
".. and not at all shy about its performance compromises. It always acts like the automotive jock it is, every mile of every day."
"Raw and quite loud.. And sometimes ru…