Clareto Monsorate, Dubai

Japanese automaker Mazda has decided to discontinue its MazdaSpeed sub-brand as the company focuses on premium cars.

Drew Cary, senior manager, brand communications, Mazda, told journalists recently that the company was focused on “becoming more mature and upscale.” Cary said the company had no plans to return to the MazdaSpeed brand.

“As we focus more on moving into a more premium space that’s more mature and upscale, it’s just moving away from that MazdaSpeed branding,” he said. “We are continuing to focus on engaging driving dynamics.”

MazdaSpeed has a history dating back to 1967, when it was launched as ‘Mazda Sports Corner, an independent racing team launched by a Tokyo distributor of Mazda. More than 20 years later, the Japanese automaker took control of MazdaSpeed and began offering performance-based versions of the model.

While the initial launches were only in the US and Japan, the automaker released MazdaSpeed6 globally in 2006.

The Japanese automaker has an ambitious powertrain plan including inline-six engines (unlike the inline-four powered engines sold in the US currently), new hybrid offerings and longitudinal platforms.

While Covid-19 has dampened car sales around the globe, Mazda expects a surge in demand in the US over the coming years.

Akira Marumoto, CEO, Mazda Motor Corp, told the media that the company has set a target of 450,000 annual vehicle sales in the US in just three years, a 62 per cent jump over last year’s figures.