Editorial: Zoom, But Where’s The Boom? The Mazda Question

Editorial: Zoom, But Where’s The Boom? The Mazda Question
Last week, fellow contributor Doug DeMuro posed the question, “Has Mazda lost its zoom?” Some weeks before that, he asked readers, “When did BMW lose its edge?”

To be brief, the answer to the first is a simple “No,” while the answer to the second is – well, let’s ask BMW. Hey! Bavarians! How do you sleep at night, selling bizarre cross-coupes and sport activity whats-its and M-badged heffalumps like the 5-series Gran Turismo?

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