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The new Mazda MX-5 is attracting a younger and different audience than those of the previous-generation model.

The new Mazda MX-5 – which launched with a 1.5-litre four-cylinder engine in August – has been a hit with early adopters, with the two-door sports car registering 220 sales in August and a further 97 in September.

Speaking to CarAdvice at this week’s Tokyo motor show, Mazda Australia CEO Martin Benders said the company was very excited by the car’s reception.

“We actually had to order a few more,” Benders said.

“We still have outstanding orders and starting to build up bit of an order bank on the 2.0-litre ahead of it launch.”

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Despite the 1.5-litre being more likely to attract a slightly more passive audience than performance buyers waiting for the 2.0-litre, figures so far suggest the MX-5’s buyer demographic is about 66 per cent male, roughly the same as the previous-generation, however the age group has shifted noticeably.

While 80 per cent of previous-generation MX-5 owners were aged above 45, that figure has now dropped to below 60 per cent for the new car, suggesting the car’s fresher and more youthful styling (and it’s considerable price drop) is attracting a younger audience.

It’s also prudent to note that repurchase rates of the new MX-5 are lower than other models in the Mazda range, suggesting the fourth-generation convertible appeals to a new audience, likely those more appreciative of the first- and second-generation MX-5 – which captured the lightweight convertible sports car concept so well – rather than the third-generation which shared its platform with the larger and heavier RX-8 of the time.

With outputs of 118kW and 200Nm, instead of 96kW and 150Nm from the 1.5-litre, the larger capacity 2.0-litre arrives in local showrooms from late November with the first customer deliveries set for December and January. Roughly 30 pre-orders per week are currently being taken nationally for the higher-output model.




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