The Rebirth of Mazda Under Ford’s Shadow

Daniel Arturo Heller

Chapter 7 in The Second Automobile Revolution, 2009, pp 129-140 from Palgrave Macmillan

Abstract: Abstract Mazda has a storied tradition in the auto industry (Shimokawa, 1994). While Mazda’s production of three-wheel motor vehicles for the Japanese market began in 1931, and four-wheel vehicle production began in 1960, Mazda is probably most well known for its successful development of the rotary engine in the mid-to-late 1960s. Yet as of the early-to-mid-1990s, Mazda was a severely struggling automaker burdened with poor profit performance, a heavy debt load, an inconsistent product message and an over-extended product line (see Hino, 2006: 177, 200).

Keywords: Cash Flow; International Business Study; Auto Industry; Brand Personality; Japanese Market (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23691-2_7

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DOI: 10.1057/9780230236912_7

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