Mazda Issues 2016 Miata Markup Warning

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Automotive Editor

Armaan Almeida no longer works for CarsDirect. He was an Automotive Editor who produced buying guides and sneak previews, in addition to publishing daily news stories and tracking monthly deals, incentives and pricing trends from Toyota, Nissan and Lexus.

 

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, Automotive Editor - April 2, 2015

Pre-orders for the highly-anticipated roadster open May 5, but dreaded markups loom.

For the Miata, we want history to repeat, but with one exception: the dealer markup. The redesigned and hotly-anticipated 2016 Mazda Miata is poised to once again be the best sports car in America, as widely hailed back in 1989. It improves upon past generations by featuring a solid weight reduction and a revised suspension, both of which will make it the most fun-to-drive Miata ever. The said attributes have been hot-button topics of debate among all the Mazda enthusiasts who are salivating at their chance of owning the track-ready roadster.

Will History Repeat?

But with two scoops of good news, a pinch of bad news might follow. And that bad news if the potential for dealer markups. In the searing heat of July 25, 1989, Jim Mateja from the Chicago Tribune penned a piece dubbed "When Money Doesn't Talk" which surfaced the fat $3,000 markups that accompanied the 1989 Miata because of poor planning and unscrupulous dealerships. You can read the story here.

In the case of 1989, Mazda initially only imported 20,000 Miatas into the U.S., which were thinly scattered across 842 dealerships, meaning each would get around 23 Miatas for the year.That's less than two per month, folks. Fortunately, logic intervened, but not before some samples were sold for as much as $48,000, a full $34k more than the MSRP.

Markups signal a strong demand, but can also erode relationships with customers and force the automaker to weed out rogue dealers. Hey, If it can happen with the 707-hp Hellcat, it can happen with any car.

Base MSRP Generation / Series Sales Volume
1990 Mazda Miata $13,800 1st Gen / NA 51,658
1992 Mazda Miata $14,800 1st Gen / NA 24,847
1997 Mazda Miata $19,125 1st Gen / NA 17,381
1999 Mazda Miata $22,095 2nd Gen / NB 36,450
2000 Mazda Miata $20,545 2nd Gen / NB 18,121
2005 Mazda Miata $22,098 2nd Gen / NB 7,760
2009 Mazda Miata $21,750 3rd Gen / NC 17,730
2015 Mazda Miata $24,790 3rd Gen / NC 6,126*
2016 Mazda Miata $24,915 4th Gen / ND ?

*2014-2015 YTD

Mazda Puts Measures In Place

To help assuage markup fears, Mazda has warned all of their 640 dealerships not to mark up the price of the 2016 Miata, but to sell them at the MSRP of $24,915 (Sport trim) and "not above that", said Mazda spokesman Jeremy Barnes.

Moreover, Mazda will smooth out the process by opening the pre-order window on May 5th at www.longlivetheroadster.com. The first 1,000-model batch will be dubbed the "Launch Edition" and will feature Soul Red paint and Sport Tan interior. The combo will be exclusive for the Launch Edition. Customers who want to own a slice of the fresh batch must put down a $500 deposit. Their orders will be referred to their chosen dealers, who will finish the paperwork and deliver the cars once they arrive. But mark our words: they'll sell out in 24 hours, so stay close to your computer and a stable Wi-Fi connection.

2016 Mazda MX-5 Miata now available; see the latest deals & incentives »

2016 Mazda Miata Launch Edition (Pricing TBA):

  • Exclusive Soul Red Paint
  • Exclusive Sport Tan Leather Interior
  • 17-inch alloy wheels
  • Heated seats
  • BOSE® nine-speaker audio system
  • i-ACTIVESENSE safety system
  • Rumored release by May 31, 2015

Mazda Miata Roadster

Mazda Miata Interior

See the full Mazda lineup here »

, Automotive Editor

Armaan Almeida no longer works for CarsDirect. He was an Automotive Editor who produced buying guides and sneak previews, in addition to publishing daily news stories and tracking monthly deals, incentives and pricing trends from Toyota, Nissan and Lexus.

 

Follow On: Google+ | Website