As a result, the 2011 Mazda2 adds Mazda's unique brand values such as exhilarating driving performance and eye-catching design to the segment, without sacrificing the basic requirements for sub-compact cars: superior fuel efficiency, high crash safety performance and ample passenger space.
Contrary to the trend of upsizing the small car, Mazda's focus on analyzing and defining the optimal size of a sub-compact vehicle while engineering the 2011 Mazda2, is well reflected in its very efficient body that successfully retains and adds to the attractive features that consumers desire.
Commenting on the launch Mr. Kenji Sato, Sales & Marketing Manager, Mazda Middle East, said:
"Launch of 2011 Mazda2 in the UAE represents a strategically important step for Mazda, signalling the brand's entry into the small car segment. The UAE market continues to remain a core focus in our regional expansion strategy. The economic downturn has further validated our commitment to this market, as the country along with the Middle East at large, has emerged as one of the more resilient regional markets for automobile manufacturers as compared with North America and Europe."
"As a well established brand, Mazda is further diversifying its product portfolio and targeting new growth segments in order to increase its market share in the UAE. With 2011 Mazda2, the brand is well poised to tap the small car segment," added Mr. Sato.
Engineered as a 'Personal Smart Commuter' the trendy five-door-hatchback is targeted at the people who want their small functional car to have a high style quotient. With a 1.5 litre, four cylinder engine, the 2011 Mazda2, is an enhanced version of the highly acclaimed 2007 launched Mazda2 that has bagged more than 50 awards worldwide including 'Car of the Year' in many markets including Japan, New Zealand, Chile, Bulgaria and Greece. Notably, the Mazda2 was selected as the '2008 World Car of the Year' (WCOTY) at the 2008 New York International Auto Show and has established a distinguished position in the sub-compact segment.
Speaking at the launch General Manager, Galadari Automobiles said; "In the UAE, traditionally, Mazda's product line-up and focus had largely been targeted at tapping the mid-range-luxury and sports-segment. While we have managed to tide over the economic downturn with a minimal effect on our sales, the new launch gives us an opportunity to benefit from the surge in demand for small cars."
"As a leading automobile company in the UAE, it is our endeavour to provide best-in-class cars that symbolise the essence of the Mazda brand, to our discerning customers. The 2011 Mazda2, ranked amongst the global icons of the Mazda brand, is all set to introduce a new benchmark in the sub-compact category. We are very confident that 2011 Mazda2 will emerge as the car of choice for people who look for economy, functionality, style and desirability," he added.
The new launch reinforces Mazda's commitment to engineering superior product offerings that establish instant emotional connect with the owner, nurtures pride of ownership and a sense of satisfaction to the driver.
Apart from achieving world-leading crash safety ratings (five stars in the Euro New Car Assessment Program (NCAP), the highest possible result), the new Mazda2 is ecologically friendly and conforms to global emission norms. Mazda actively promotes the reduction of lead, chromium-6, cadmium, mercury and other environmentally harmful substances.