Mazda to End Sales of Mazda RX-8, Lexus HS 250h Not Far Behind?
2011 Likely Last Year for Mazda RX-8
2011 will most likely be the final year for the Mazda RX-8 in North America. This news is somewhat of a shock those devoted to the brand, as Mazda has long been associated with the production of affordable sports cars that favor low curb weights and alternative power plants as opposed to large displacement, high horsepower engines. The Mazda RX-8 also represents a direct link to the Japanese automaker's storied Mazda RX-7 sports coupe, which was produced across three decades and has achieved cult status amongst performance car fans.
The main reason for the Mazda RX-8's departure from the scene is unfortunately one of the primary characteristics that has made it so unique. The vehicle's 1.3-liter Wankel rotary engine, which produces 232 horsepower and 159 lb-ft of torque despite its small size, is not capable of meeting the stricter European emissions standards which are forthcoming for upcoming model years. This has forced the brand to definitely cease sales of the automobile in Europe after this year.
Faced with the prospect of a vehicle which can be exported exclusively to North America, Mazda has run headlong into the second problem with the Mazda RX-8 - shrinking sales. Fewer than 500 copies of the 2010 Mazda RX-8 have been sold so far this year, and although the platform was updated in 2009 in order to improve its suspension and its structural stiffness, the automobile's styling and performance remains largely the same as it did six years ago when it was first introduced.
Although Mazda has made noises regarding the reintroduction of a new and improved RX-7 as a halo model for the brand, there has been little solid information provided by the company with regards to a timeframe for this actually happening. As it stands now, it would appear that sports car enthusiasts loyal to Mazda will be left with only a single option from the company, the Mazda MX-5 Miata.
Future of Lexus HS 250h in Question
Another automobile whose future in the American market might be in question is the Lexus HS 250h. This compact hybrid was designed to capture the elusive demographic of buyers interested in a small, gasoline / electric luxury car. Lexus was initially bullish on the car's prospects, even going so far as to state that the brand intended on owning the compact luxury hybrid category by being the first to hit the streets with a vehicle fitting that description.
It would appear however that Toyota's premium division might have counted its chickens a little too hastily. So far in 2010, Lexus has managed to sell roughly 4,500 editions of the Lexus HS 250h, a number which projects to less than 14,000 out the door by the end of the year. This is far below the initial projections from the company that had painted the rosy picture of between 22,000 and 30,000 of the compact luxury hybrids finding a new home on a yearly basis.
According to company executives, the chief villain when it comes to bleeding off sales of the HS 250h has been the Toyota Prius, an automobile that carries enormous cachet amongst young wealthy buyers despite its decidedly non-luxury positioning. While Lexus maintains that it is so far comfortable with selling a thousand or so Lexus HS 250h vehicles per month, it might not be long before this experiment in downsize, up-market hybrids is recalled to the home country for domestic sale only.