It Only Took a Week for all 1,000 MX-5 Miata RF Launch Editions to Sell Out
The targa-roof sports car is quite popular with American enthusiastsby Ciprian Florea, on
The new Mazda MX-5 RF, essentially a targa version of the current Miata, is a big hit in the U.S., where the initial allocation of 1,000 Launch Edition units sold out in just a week. According to the Japanese brand, "more than 500 loyal customers" put down deposits to buy the RF when the Launch Edition was first offered on September 26. When ordering opened to the general public on October 3, the remaining cars sold out in only 13 hours.
“The 2017 MX-5 RF Launch Edition preorder program was created to reward loyal Mazda customers with exclusive access to some of the first MX-5 RF models to be sold in the U.S., as well as to ramp up anticipation for what was arguably the star of the 2016 New York International Auto Show,” said Robert Davis, senior VP of U.S. Operations. “By every measure, this program was a success, and we’re excited to be that much closer to getting these cars into the garages of customers from all over the U.S.”
Customers who have purchased the RF Launch Edition will take delivery of their cars beginning early 2017. Once all Launch Editions are built, Mazda will begin production of the standard MX-5 RF in Club and Grand Touring trims.
As a brief reminder, the RF Launch Edition is equipped with three exclusive features for the 2017, including Auburn Nappa leather seating, a hand-painted black roof, and special badging. All 1,000 examples will be painted Machine Gray Metallic and shipped with a serialized Tourneau MX5 RF Launch Edition watch. The Launch Edition was the most expensive RF model, fetching $33,850 before options with a manual transmission and $34,925 with the automatic gearbox. For reference, the base model retails from $31,555 for the 2017 model year. Mazda says that 67 percent of customers opted for manual transmissions. It’s important to note that the manual gearbox also gives buyers access to a Brembo/BBS Package that includes a front shock-tower brace, side sill body extensions, lightweight BBS 17-inch wheels, and Brembo front brakes with wider pads.
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Why it Matters?
It’s not uncommon for high-profile sports cars and supercars to sell out quickly, but the Miata RF scored quite the achievement here with 1,000 units sold in just a week. Granted, it’s not as spectacular as the 184 units of the 25th Anniversary Vipers that Dodge sold in two days, but FCA’s supercar is not only more powerful and expensive, but it’s also on its way out of production, which explains the huge attention it has gotten recently. Sure, you could argue that the Miata is a much more accessible vehicle pricing-wise, which is true, but it doesn’t have the chutzpah of Viper or a McLaren. Compared to the usual Miata sales, 1,000 examples in a week is an important achievement. In many ways, it’s comparable with Caterham selling all 60 units of the Seven Sprint, which accounts for more than 10 percent of the company’s annual sales, in seven days.
Read our full review of the 2017 Mazda MX-5 RF here.