Industry benchmarking is no secret practice. But what’s a little interesting about what Mazda has very recently started doing is in how they’ve chosen their new yardstick - or rather, what. The Hiroshima automaker has always placed driving enjoyment near the top of their list of priorities, broadly similar BMW.
However, at a recent event organised by Mazda’s research and development division in Irvine, California, a reporter at AutoGuide.com had a chance to have an extended chat with an engineer during a demonstration drive of their new SkyActiv-X engine. The topic of benchmarking entered the conversation.
While previously Mazda were fairly involved in their pursuit to emulate or surpass BMW in terms vehicle dynamics, the Hiroshima outfit now deems Munich’s most recent efforts left wanting. Therefore, in the search for a new high water mark against which to compare their own products, they have chosen the all-new Toyota Camry (XV70).
It’s an odd choice when heard out loud, especially given the Toyota sedan’s reputation being a particularly boring thing to drive, but their reasoning seems to be that the Germans have made certain compromises to accommodate comfort as a higher priority, whereas Toyota - as exemplified in the new Camry - have managed to create a car that’s far more involving.
Not just involving when contrasted with the older generation Camrys, but apparently even next to car like BMWs. It’s still gives us pause to consider that Mazda now considers this their new benchmark, which is also a testament to the work Toyota has put into shedding their previous, less exciting image.
That’s all about to change, as it would appear, with Toyota’s recent moves indicating a philosophy that places more emphasis in the drive. Of course, there’s the 86 coupe that was co-developed with Subaru, a car that’s universally applauded for being a very analogue, very involving thing to drive.
Toyota is also on the verge of unveiling a new sports coupe to sit above the 86, this time engineered with BMW (ironically), and rumoured to continue the Supra nameplate. Concurrently, their Yaris GRMN hot hatch is receiving rave reviews despite its production limited to just 400 examples. Things are definitely looking up for both Japanese automakers if the Germans are on the back foot, at least by Mazda’s internal estimations.
For more on Mazda and Toyota cars, check out our Showrooms.
