Mazda has ruled out developing its MPS performance division, preferring instead to push toward offering a more premium, high-tech product instead.
Speaking to media at the 2017 Los Angeles motor show, president and CEO of Mazda North America Operations, Masahiro Moro, said there's no use pushing for a full-on performance division until the rest of the brand is standing on solid ground.
"Since the Mazda brand and has matured and grown, where we are heading - if you have a look at the Vision Coupe - we need more sophisticated technology on the powertrain to meet the customers demands in the future," Moro said.
"In the US, I'm not going to seek for a Mazdaspeed type of execution. At this point I don't think it's a priority. Those executions are done by established premium brands — we are not following them."
"We are going a different way, so we will focus on design, craftsmanship and a human centric driving performance so the customer appreciates every day driving rather than peaky performance," said Moro.
It's disappointing news for Mazda fans, given the amount of time that has elapsed since the last Mazda MPS offerings surfaced.
Do you think Mazda's philosophy of sticking to premium features and design over performance will work?