It's changed times indeed for Mazda, the company's European president tells for Andrew Hamilton.
Stephen Odell has to be happy the way things are going for Mazda these days. The president of Mazda Motor Europe, who was in Dublin for less than 24 hours last week, says the 6 is getting a huge response, like just being 20 points short of winning the European Car of the Year award 2003 and being elected Semperit Irish Car of the Year 2003.
"It just wouldn't have been possible four or five years ago: Mazda was viewed differently then." Indeed it was, and a lot of people wondered if the Japanese car marque, that is effectively controlled by Ford, had lost its way.
Mazda's good times were in the early 1990s with cars like the 323F, a small car that had a classy look with pop-up headlamps. It enhanced Mazda's appeal in Ireland and Europe.
But a long decline in European market share, from 2 per cent in 1992 to 0.9 per cent last year, appears to have been arrested.
"Our share this year will finish around 1.3 per cent, largely due to the success of the 6," adds the Mazda president, who expects to be back at 2 per cent towards the end of next year.
Meanwhile recovery should also be beckoning for Mazda in Ireland. In the first 10 months of this year, 2,281 cars representing 1.5 per cent of the market, were registered. For the equivalent period last year, 2,718 cars were registered, or 1.69 per cent.
Mazda is now characterised by a 'Zoom-Zoom' advertising slogan which appears to find more appeal, or perhaps inspiration, in America than Europe. Stephen Odell defends it.
"It doesn't mean out-and-out performance. We are trying to give our brand identity through a sense of fun, like putting the kids on a supermarket trolley. The Mazda6 certainly lives up to our zoom-zoom approach and what's following - the 2 and the 3 - will certainly do so as well."
Mazda now has its own company-owned sales companies in key markets like France, Italy and Britain and independent distributors have been ousted.
What future then for Mazda in Ireland, an independent operation that is part of the O'Flaherty group which also controls Mercedes-Benz, Volkswagen and Audi here? He says that at some time in the longer term, it's something they would like to consider "in consultation with the distributor".
But he insists that he is very comfortable with the work of Mazda's Irish team. "They have struggled through a difficult time and we remember and appreciate their partnership. And I am very happy with their plans for the future which will get drive through the 6 and the model line-up that's coming."
Stephen Odell doesn't think all the motor industry whining about block exemption is necessarily justified: "Look, I worked in North America, first as sales and marketing head for Jaguar and then as chief operating officer for Mazda there. Multi-franchising is a way of life in the US. If the product is good - and our Mazda product will be so good by the time it all really happens in 2005 - then there's nothing to fear."
Mazda is Japanese but most of its top management people are from Ford. The Japanese perception must always be there, he insists.
"It has superb manufacturing quality. The fact is that we can't make any decisions that don't involve our Japanese colleagues."
The RX-8 will be the most alluring of the new Mazda line-up when it goes on sale in mid-2003. The rotary-engined four-seater sports car is likely to sell between 12,000 and 16,000 in Europe in a full year.
Its predecessor, the RX-7 sold just a couple of thousand of units. "We have addressed all the problems of earlier cars like poor fuel economy. What an image-builder it is going to be."
The 2 that will be successor to the Demio, is expected to mean 40,000 European sales in a full year, that's twice as much as the unloved Demio ever achieved. The 2 will be built at Ford's Valencia plant in Spain, alongside the new Fiesta.
Stephen Odell, a 47-year-old Londoner is passionate about rugby. He played scrum half. "Being knocked, scarred and stamped on was pretty good training for the motor business and you have to get back up on your feet and continue playing. Right now, I am really beginning to enjoy the game."