The 1980s were not only marked by corny television, but by the
arrival of Japanese cars as a mainstream choice instead of a quirky alternative
too. Japanese gems of the 1980s were the first to primarily rely on virtues of
reliability, frugality, and efficiency. Bob Hall, an automotive journalist who
loved Mazda, saw a deeply untapped well of people with minimal incomes who
wanted something sporty and fun, but for a more reasonable price. He sent a
proposal to Mazdas head of design and got the wheels turning on what was to eventually
be the Miata (AKA the MX-5).
Mazda used a design credo across the four generations of the
MX-5's development: the phrase Jinba ittai, which translates into English as "rider
and horse as one body ". This phrase was roughly translated into car
mechanic speak to be relayed into five core design requirements:
-The car would be as compact and as light as possible while
meeting global safety requirements.
-The cockpit would comfortably accommodate two full-stature
occupants with no wasted space.
-The basic layout would continue with the original's
front-midship rear-drive configuration with the engine positioned ahead of the
driver but behind the front axle for 50:50 weight distribution.
-All four wheels would be attached by wishbone or multi-link
suspension systems to maximize tire performance, road grip, and dynamic
stability.
-And that a power-plant frame would provide a solid
connection between the engine and rear-mounted differential to sharpen throttle
response.
The result was an adorable sports car that was swift enough
to glide around winding roads and exhilarate while speeding down a freeway.
Being reasonably priced was one of the initial reasons this car was brought to
fruition, so the price was as unbelievable as the ride.
Mazda held customer clinics to not only gauge the publics
interest in the Miata but also to see how much people would be willing to pay
for it. The goal was to sell for at least $8,800, just enough to justify the
project and turn a justifiable profit (profit being one of the last things they
were going for). Interestingly enough, most people pinned the Miata be be sold
at $20,000! The Miata ended up being released with a mid-ranged sticker price
of $13,800, a pleasant surprise to Bob Hall and Mazdas designers behind the
project.
On top of that, initial sales goals were around 20,000 units
per year in the US, but demand was much higher than projected. Mazda sold
closer to 40,000 Miatas annually in the cars formative years. Mazda's customer
clinics also showed that the Miata had approval ratings a politician would kill
for—85 to 90 percent of the participants liked the roadster, numbers that
greatly exceeded what automakers normally expect to from such studies.
