Opinions & Editorials
Editorial: What Mazda needs to do with the next RX-7
By By: Oliver Dueck
Feb 4, 2005, 16:29

Since the Mazda RX-EVOLV concept was shown at the Tokyo Motor Show in 1999, there have been numerous rumors regarding a possible fourth generation RX-7. The RX-7 has always been a highly respected sports car, and the last model, which left North American shores in 1995, is arguably the most respected of all.

The third generation RX-7 (or FD in Mazda speak) was an incredible car; not only did it have a powerful twin-turbo engine and a chassis that provided excellent handling, but it was also beautifully styled. Its looks have aged incredibly well, especially when compared to its contemporary competition. But perhaps the most significant aspect of the FD’s overall design was its light weight. While 255 horsepower wasn’t especially spectacular even in 1993, Mazda’s obsession with weight meant that the car was on par with the performance of the Nissan 300ZX and Chevrolet Corvette – both of which had 300 horsepower at the time. Basically, the RX-7 packed a ton of zoom-zoom years before that phrase was a central part of Mazda's marketing.

Alas, it was plagued with a high price and engines that were prone to blowing apex seals. Combined with the general collapse of the early ‘90s sports car market, these issues lead to a premature departure for the RX-7 from North America. (Production continued until 2001 for the Japanese market.)

Currently carrying the rotary torch is the RX-8, a car that went on sale in early 2003. With over 100,000 sold worldwide, there is no doubt that it has been a huge success for Mazda. Here in North America, it is the third best selling sports car on the market, behind the Nissan 350Z and Chevrolet Corvette.

Despite its success, the RX-8 was met with mixed reactions. Like previous rotaries, the RX-8 gets relatively poor fuel economy and requires frequent top-ups of oil. Some people consider the styling to be too weird, or even ugly. And for those anticipating a true RX-7 replacement, the RX-8 disappoints with its four door, four seat configuration and relatively low power and torque figures.

Obviously, this leaves some room in the Mazda lineup for a true RX-7 replacement. But how would Mazda position such a car? Is it enough to drop the Renesis engine into a two-door version of the RX-8?

Of course not - that would be short sighted of Mazda. To offer a credible RX-7, it needs to have more power, as it would not do to have the new RX-7 outgunned by the previous one, now some thirteen years-old. A new RX-7 would need enough power to go toe-to-toe with the 350Z, which has 287 horsepower – a big hike over the RX-8’s 238.

When it comes to pricing, things might get a bit tricky, too. If the new RX-7 starts in the low $30k range (USD), it could very well cannibalize sales of the RX-8. Price it too high, and it encroaches on BMW M3 and Chevrolet Corvette territory – two very fast, very capable cars that offer more cachet than any mere Mazda could dream of. A "cheap" RX-7 would not be a wise decision either, because such a car would overlap with the Miata.

The best approach would be to offer a car that has around 300 horsepower, at a price that starts slightly above a loaded RX-8 (approximately $35,000). This would give us a sports car that is very competitive, both in terms of performance and value, with the 350Z. The slightly higher price would also mean a greater degree of exclusivity.

By offering some features as options, such as a leather interior, heated seats, navigation system, and a sunroof, a new RX-7 could still play two different roles - either as a hard-core lightweight sports car, or a more luxurious yet still highly capable grand tourer.

In fact, since it would be smaller and have less doors than the RX-8, there is no reason a new RX-7 couldn’t weigh in at under 2800 pounds or so, versus 3050 for an RX-8 and 3200 for a Nissan 350Z . If that were the case, the new RX-7 could even remain competitive with a “mere” 280 horsepower.

If and when Mazda does introduce a new RX-7, it would put the company in a unique position amongst other mainstream auto manufacturers. What other company offers a line of three distinct and clearly focused sports cars that are still relatively affordable? At best, Mazda's competitors offer just one.

The rotary engine and the RX-7 are important parts of Mazda's history. Mazda currently has a very solid lineup of vehicles, but the addition of a lower volume flagship sports car complementing the volume-selling RX-8 would make it even better. As long as it has a lot of performance for a fair price, I don't think Mazda can go wrong. After all, a bit more zoom-zoom never hurts.

© Copyright 2003 by YourSITE.com