MX-5 to continue for decades

Mazda has already begun work on the next generation MX-5 and the one after that … and the one after that.

The Japanese car maker has committed to future iterations of the popular MX-5 roadster for decades to come.

Speaking at the launch of the all-new fourth-generation MX-5 – which gains inspiration from the original car from 1989 – Mazda executive officer Kiyoshi Fujiwara said the diminutive two-seater would be part of the Mazda family for a long time.

"I'd like to make a commitment to continue to produce MX-5 forever," said Fujiwara.

This fourth generation model took a decade to arrive, stretching the typical product cycle by years as Mazda dealt with mounting losses and the crippling global financial crisis.

But unlike the legendary rotary-powered RX models – which have been available in bursts and sometimes not on the Mazda menu - Fujiwara said longevity and continuity were important to the tiny sports car.

"MX-5 is the origin of the Mazda product development philosophy," he said, suggesting the driver-focused commitment and efforts to reduce weight on the MX-5 had benefits for other Mazda models.

"For customers we hope this car becomes a long life partner … just having that MX-5 in the garage can make them excited."

When it arrived in 1989 the MX-5 revived the spirit of once prolific British sports cars.

Car makers often shy away from pouring a billion dollars or more into low volume sports cars such as the MX-5 as they are typically not as profitable as mainstream models.

However, the impact they can have on the brand image – and what that does in sales – is harder to quantify.