. It was offered exclusively with a manual transmission. It had a functional hood scoop — big enough that you could slide a whole pizza into it — to channel air into its top-mounted intercooler. The new Mazda 3 Turbo, despite coming from the factory with even more torque , isDon't call it a Mazdaspeed
"The Mazdaspeed 3 was a pure enthusiast's car," Dave Coleman, Mazda's vehicle dynamics engineer, told Business Insider during a roundtable interview. "There were a lot of sacrifices in [noise, vibration, and harshness] and livability. And that was what that brand was about."The new 3 Turbo has grown up — and with it, Mazda imagines its buyers have as well.
Coleman has a point. By being manual-only with scoops, wings, and flairs, the Mazdaspeed 3 likely alienated non-enthusiast buyers for the very things car enthusiasts loved about it. Just last Friday,The Mazdaspeed 3 was great for brand perception, but its niche market perhaps didn't necessarily translate to healthy sales.
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