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Mazda built its name on no-frills thrills and cars that go zoom-zoom, such as the RX-7, Miata and Mazda3.
But as brand executives see it, the quest to build market share, customer loyalty and profits will mean taking on a different persona, as a premium maker of elegant sedans and crossovers.
"Fun to drive" remains a cherished brand attribute. But the former Ford subsidiary is learning to speak with a slightly different accent.
Driving a Mazda is like getting a taste of a "German-Japanese" blend, said Abby Manteghi, general manager of Fremont Mazda in the San Francisco Bay Area.
While Mazda can't pass itself off as a luxury brand, the mix of quality, handling and design has proved potent enough to draw upscale consumers who drive German cruisers -- a trend that Mazda North American Operations CEO Masahiro Moro says has picked up in the...