Mazda Celebrates a Decade of Miata-Mania
11 February 1999
Mazda Celebrates a Decade of Miata-Mania; Limited-Edition Model Commemorates the Miata's 10th Anniversary CHICAGO, Feb. 10 -- In 1989, Mazda stood the automotive world
on its ear with the debut of the original MX-5 Miata roadster at the Chicago
Auto Show. A decade later, Mazda North American Operations (MNAO) returns to
Chicago to introduce the 1999 Mazda Miata 10th Anniversary Edition, a
commemorative-edition model celebrating ten years of the world's favorite
roadster. While there have been other limited-edition Miata models, the Miata
10th Anniversary Edition is like no other.
"To commemorate the Miata's 10th anniversary, Mazda has created the most
exciting special-edition Miata ever," said Richard Beattie, president and CEO
of MNAO. "Not only does the 10th Anniversary Edition feature unique interior
and exterior treatments, we've made it even more fun to drive. After a decade
the classic Miata is now a legend."
In the 1999 model year, Mazda perfected the world's best shifting sports
car transmission by reducing shift effort 30 percent. Now, Mazda has taken
the Miata's legendary gearbox one better. The Miata 10th Anniversary Edition
is equipped with a close-ratio, six-speed transmission allowing both quick
acceleration and quieter, more refined highway touring. With the shortest and
slickest shifter in the industry, one of life's purest driving pleasures is
shifting through the Miata's gears. The six-speed transmission makes that
driving experience even more pleasurable.
Other performance enhancements include a Torsen(R) limited-slip
differential, tuned suspension with Bilstein(R) shock absorbers, and a front
strut-tower brace for increased body stiffness.
The Miata 1Oth Anniversary Edition features a 140-horsepower, 1.8-liter
four-cylinder engine, rack-and-pinion power steering with variable assist and
an optional 4-wheel Anti-lock Brake System (ABS).
At a glance, the Miata 1Oth Anniversary Edition can be easily identified
as a special-edition model. It wears exclusive Sapphire Blue Mica paint, and
the convertible top and tonneau cover are also blue, marking the first time a
production Miata has received a top other than black or tan in the U.S.
market. A detachable body-color hardtop is optional. The Miata 1Oth
Anniversary Edition has 15-inch polished aluminum alloy wheels, a front air
dam, aerodynamic side sills, rear mud guards and flush-mounted fog lights.
The Miata 10th Anniversary Edition is just as stylish and exclusive on the
inside, being the first Miata with a two-tone interior. The seats are blue
and black, with slip-resistant synthetic blue suede in the center and
luxurious black leather trim on the side bolsters and headrests. The
three-spoke NARDI(R) steering wheel and shift knob are matching blue and black
leather, while the shift boot is blue. Deep-pile blue carpeting and 10th
Anniversary Edition monogrammed floor mats complement the interior.
In a nod to early Miatas, the instrument panel is accentuated with chrome
rings around the speedometer and tachometer. The gauges feature red needles
with white numerals, while other sporty accents include carbon fiber-look trim
on the center console panel and stainless steel scuff plates.
Other amenities include power windows and door looks, power mirrors, power
antenna, cruise control, a high-performance Bose(R) music system with four
speakers and Mazda's patented Windblocker(TM) antidraft panel.
Air-conditioning is optional.
The 10th Anniversary Edition Miata will be sold in North America, Japan,
Europe and Australia (with minor safety and emission specification differences
required for each market). This vehicle represents the first time Mazda has
produced a worldwide limited-edition Miata. Production volume is capped at
7,500 units, with just 3,000 allocated to the U.S., the largest market for the
Miata.
The 10th Anniversary Edition Miata is destined to become the most
sought-after Miata. To reinforce its exclusivity, each model includes a
special badge on the driver's side front fender engraved with the serial
number and production volume of the vehicle. Each 10th Anniversary Edition
Miata also includes an owner's certificate with the Vehicle Identification
Number and sequence number, signed by James E. Miller, president of Mazda
Motor Corporation. Finally, the ignition key has a unique blue fob to match
the color scheme of the car.
Each 10th Anniversary Edition Miata also includes a 10th anniversary gift
set, certain to become a collector's item among Miata enthusiasts. The gift
set includes a 1:43 scale die-cast 10th Anniversary Edition Miata model in a
display case, a 10th anniversary key ring and his-and-hers 10th Anniversary
Edition Miata Seiko(R) watches.
On sale in Spring 1999, the estimated base MSRP for the 10th Anniversary
Edition Miata is $27,000. The company is anticipating most if not all
3,000 units will be spoken for before they reach dealer showrooms.
The Mazda Miata has won numerous awards and accolades in its first decade.
After its debut in 1989, Automobile Magazine named the original Miata its
inaugural "Automobile of the Year." Road & Track voted the Miata one of the
five "World's Best Cars" and a year later also selected it as one of its
"10Best" cars. The Miata has also received the Automobile Magazine
"All-Stars" award every year it was eligible, a feat unequalled by any other
model.
And the awards keep coming. Most recently, the editors of Consumers
Digest named the all-new Miata a "Best Buy" for 1999 and Car and Driver placed
the Miata on its "10Best" list for the second consecutive year. MotorWeek,
television's original weekly automotive magazine, named the Miata "Best
Convertible" in its 1999 Drivers' Choice Awards and the February issue of
Sport Compact Car named the Miata to its "Eight Great Rides" list, an award
based on "raw performance" and "bang for the buck."
To date, Mazda has produced 500,000 Miatas around the world, of which
nearly half have been sold in the United States, making it the best-selling
two-seat, lightweight, open sports car in the world.
The world's favorite sports car also boasts the largest single marque car
club in the United States, the 30,000-member Miata Club of America.
Mazda North American Operations is responsible for the research and
development, sales and marketing, and customer parts and service support of
Mazda vehicles in the United States. Headquartered in Irvine, Calif., MNAO
has approximately 800 dealerships nationwide and is owned by Mazda Motor
Corporation, Hiroshima, Japan.
