Mazdas fourth-generation Miata, known as the MX-5, was unveiled simultaneously on Sept. 3 to audiences in Spain, Tokyo, and Monterey, Calif., and before a YouTube audience of approximately 30,000.
It was the quintessential example of a manufacturer reaching out to its targeted audience through social media, hoping to inspire a ripple effect through the Twitterverse and Facebook postings.
Interest was generated, thats a given, but we wont go so far as to say it was the Mazda event that was responsible for that nights international Facebook crash, causing a billion people to have to revert to email or actual face-to-face conversation for an evening.
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The 2016 Mazda revealit fell far short of a traditional automotive introductionwas a scene reminiscent of a heavyweight title fight weigh-in. There was plenty of hype and promises of whats to come. But the Big Event comes next year when the car makes the auto show circuit and hits dealer showrooms.
So it was something of a mild disappointment to only get a superficial look at a car thats been anticipated by the ever-growing group of Miata enthusiasts, not to mention dealers and anyone who follows the automotive industry.
The Miata has singlehandedly carried the flame for the two-seat, rear-wheel-drive roadster that was popularized almost a half century ago by the Austin Healey Sprite, MGB, Triumph TRs, and Spitfires.
Its a vehicle that has thrived on a seemingly perfect mix of Mazda Zoom-Zoom performance, reliability, and affordability. Because so many Miatas have been summer cars, theyve had long and cherished lives, leaving lots of vintage models and legions of fans.
The live crowd in Monterey seemed as eager to see the subsequent live performance by Duran Duran as it was to view the MX-5 Miata, which reflects the short attention span of social media.
For Mazda, the new generation Miata is, as director of design Derek Jenkins says, slightly bigger than a really big deal.
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