Not long ago, station wagons were the preferred choice for hauling people, pets and parcels. Then came minivans that could do everything wagons could do and more. Now we've got sport-utility vehicles. Outfitted with four-wheel drive and a tough, go-anywhere image, it seems everyone wants one. Recognizing an opportunity, manufacturers are putting the sport-utility label on everything from trucks to mid-size station wagons to compact cars.
Mazda has been missing the sport-utility bandwagon ever since it stopped selling the Navajo. Not content to stand on the sidelines any longer, Mazda dressed up its competent MPV minivan with a sporty package that combines rugged looks, proven mechanicals, a huge people-carrying capacity and four-wheel drive.
Though this latest incarnation looks fresh, the MPV is not new. More than 230,000 of them have been sold since its introduction as a 1989 model. This popularity can be traced to the performance, handling and reliability that the MPV offers. Nearly 99 percent of them are still on the road.
Mazda figures the MPV All-Sport will attract buyers who need a minivan to haul people, but want a sport-utility with four-wheel drive and a rugged, outdoorsy appearance.
Subaru successfully used a similar approach with its Legacy Outback, a four-wheel drive mid-size station wagon with off-road performance and styling cues. Pontiac is also trying this approach, calling its '97 TransSport Montana a sport-utility van. The Montana has a somewhat rugged appearance, but it lacks four-wheel drive.
MPV sales are up, so Mazda's strategy must be working.
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