Seven months
after Alfa Romeo revealed that it was in talks with
Mazda to explore basing a new convertible on the
next-generation MX-5, the two carmakers have announced
that the green light has been given with the signing of
a final agreement.
Recycling the
next-generation Mazda MX-5 is a dramatic new direction
for Alfa Romeo to take as well as something of a bold
gamble. The statement says there will be
differentiation, both in terms of styling and use of
powertrains.
However it will remain
to be seen how far the differentiation goes, especially
in light of Fiat's slew of - mostly unsuccessful -
recent rebadges where cost containment rode over final
product. Fiat's current financial difficulties mean that
greater investment in new models is much more tricky to
justify while it will also have to overcome perceptions
of being a dressed up Mazda. However, the recent
Toyota-Subaru sports car project is a good example of
creating perceptions of differentiation and if this
gamble can pay off it could create an addition to the
depleted Alfa Romeo line-up that would offer attractive
margins.
The statement
issued by Fiat and Mazda read: "Further to the joint
announcement of May 23, 2012, Mazda Motor Corporation
(Mazda) and Fiat Group Automobiles S.p.A. (Fiat)
announced today the signing of the Final Agreement which
will see Mazda produce an open-top two-seater sports car
for Fiat’s Alfa Romeo brand at its Hiroshima, Japan,
plant starting from 2015.
"The new Alfa Romeo roadster
will be developed for the global market, and will be
based on the architecture of the next generation Mazda
MX-5," the press release continued. "The agreement
foresees for both Mazda and Fiat to develop two
differentiated, distinctly styled, iconic and
brand-specific roadsters featuring rear-wheel drive. The
Mazda and Alfa Romeo variants will each be powered by
specific proprietary engines unique to each brand.
"Through this contractual
agreement, Mazda aims to enhance development and
production efficiency and revitalize enthusiasm for
open-top two-seater sports cars around the world. For
Fiat, this collaboration will permit the company to
deliver a modern interpretation of the classic Alfa
Romeo roadster utilising the latest technical solutions,
helping Alfa Romeo to achieve its stated goals by 2016,"
the statement concluded.
