Mazda2 Launches in North America

Japanese manufacturer Mazda is launching this week the Mazda2 model on North American shores, in an attempt to tap into a segment of the market it has not been present in on the continent so far: young, digital natives, as Mazda likes to call them.

To make the full out of the launch, Mazda will make use of the environment which spawned the digital natives: Internet. The launch will coincide with the release of a branded social game on Facebook called DriverVille.

DriverVille is centered around the company's Zoom-Zoom Concentrated theme and submerges fans into a game during which they learn about and compete with the Mazda2 against friends. The game is available for both US and Canadian customers.

"The Mazda2 is Zoom-Zoom in its most concentrated form. And DriverVille is where Your Inner Driver can learn about the MAZDA2 and connect with other inner drivers in the social space," Don Romano, Mazda Canada president said in a statement.

Aside for Facebook, the Mazda2 will be advertised through cinema/TV, online lifestyle/engagement sites, print, customer relationship marketing and a music tour.

The model is priced in the US from $13.980, excluding destination charge, and will be available in two versions, Mazda2 Sport and Touring. Both are equipped with a 1.5l four-cylinder engine (100 horsepower) and are available with a five-speed manual gearbox (Sport version with four-speed automatic transmission for $14,780).

The Touring with the same engine and a five-speed manual sells for $15,435, while with four-speed automatic transmission for $16,235.

Standard features on both models include body-colored door handles, power mirrors, air conditioning, power windows and door locks and AM/FM/CD/MP3 stereo with four speakers.