Just a few days ago, we reported that Mazda and Fiat have joined forces to jointly produce a new sports car based on the upcoming redesigned MX-5 Miata. Fiat would use this opportunity to revive the once popular Alfa Romeo Spider, the car whose shoes the MX-5 filled back in 1990. This could not only revive the Spider overseas, but it could also bring Alfa Romeo back into the U.S. market at a reasonable price.
Recently, at a Chrysler event, a reporter from Reuters learned that this relationship may go even further than simply jointly manufacturing a sports car. The report states that Fiat is also open to allowing Mazda to use Chrysler plants to manufacture their North America-bound cars. This would obviously help Mazda a great deal, as importing cars from Japan to North American countries is extremely expensive and drives up the cars’ MSRPs, which in turn drives customers out of dealerships.
There is nothing official, but we could see something like the Ford-Mazda partnership that started in 1979 and effectively ended in 2010. This would result in various joint-ventures between Fiat, Chrysler, Alfa Romeo, and Mazda, making the group one that rivals Volkswagen Auto Group, though a tad less luxurious and expensive. The advancements across the board, however, would be similar.
After some tough times, Mazda finally saw some gains in 2011, as its market share increased 9 percent that year, but it needs more to remain afloat. Mazda should see some additional increases over the next few year regardless, as the RX-8, which was down 33 percent in 2011, is being discontinued and the Miata, which was down 11 percent, is being significantly redesigned. A little added boost from a production-cost sharing venture with Fiat and Chrysler could do nothing but help all three rebounding brands and reinvent Alfa Romeo in the U.S.