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The Rebirth of Mazda Under Ford’s Shadow

In: The Second Automobile Revolution

Author

Listed:
  • Daniel Arturo Heller

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).

Suggested Citation

  • Daniel Arturo Heller, 2009. "The Rebirth of Mazda Under Ford’s Shadow," Palgrave Macmillan Books, in: Michel Freyssenet (ed.), The Second Automobile Revolution, chapter 7, pages 129-140, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23691-2_7
    DOI: 10.1057/9780230236912_7
    as

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