Autozam

Autozam

File:Autozam logo.gif
Company type	Division
Industry	Automotive
Founded	1989
Defunct	1998
Fate	Defunct
Headquarters	Hiroshima , Japan
Area served	Japan
Products	Automobiles
Parent	Mazda

was a brand under the Japanese automaker Mazda, concentrating on compact and Kei car vehicles, many of which were rebadged versions of Suzuki models. Additionally, Autozam briefly imported Lancia automobiles into the Japanese market.

Although the Autozam brand itself is defunct, its dealership network continues to operate in certain areas of Japan, now retailing the full range of current Mazda vehicles.

Overview

In the late 1980s, Mazda expanded its domestic dealership framework to establish "a familiar car shop in your city" (あなたの街の身近なカーショップ; Anata no machi no midjikana kāshoppu), targeting small to mid-sized service centers and used car dealers. This initiative led to the creation of three new marques: Autozam, Eunos, and ɛ̃fini, alongside Mazda and Ford. The name "Autozam" was derived by combining "automobile" with the first three letters of "Mazda" spelled backward.

Initially, Autozam’s product range focused on compact cars, including Kei car models and small sedans. Its flagship vehicle was the Autozam Clef, a sedan based on the platform of the Mazda Cronos.

To complement its upscale lineup, Mazda secured official import rights for Lancia vehicles, distributing models such as the Lancia Thema, Delta, and Autobianchi Y10 through Autozam dealerships. This sales network was operated by "Autozam Co., Ltd." in partnership with a regional wholesaler.

The brand’s first major commercial success was the second-generation Mazda Carol, which gained popularity among young female customers due to targeted advertising campaigns. Subsequently, the Autozam Revue and Clef were redesigned to capture a similar market appeal but did not achieve widespread commercial success beyond a limited audience.

Sport-oriented models like the Autozam AZ-1 and niche vehicle Autozam AZ-3 received positive reviews from critics but failed to generate strong sales figures. Imports of Lancia cars also underperformed, as Japanese consumers were hesitant to purchase luxury vehicles from dealerships associated with the casual image of the Autozam Carol.

Ultimately, only the second-generation Carol proved profitable. Later iterations lost favor after adopting retro styling cues. Among Mazda’s other dealership channels, only the éfini RX-7 enjoyed significant success; meanwhile, models such as the Ford Festiva experienced declining sales following redesigns. Autozam became deeply unprofitable, incurring greater losses than Eunos, which had only one product — the Eunos Roadster. This financial strain raised serious concerns within Mazda’s executive leadership.

Transition to "Mazda Autozam store"

Within Mazda’s five-channel dealership system, Autozam was among the few brands to persist. In 1998, nationwide standards for dealership size and sales performance were introduced, prompting a shift toward "Mazda Autozam store," where vehicles were sold under the Mazda nameplate. Initially, these outlets emphasized models like the Familia, Bongo, and Premacy, while continuing to offer OEM Suzuki vehicles.

During this restructuring phase, dealerships unable to convert focused exclusively on light cars and the Demio under the original Autozam branding. New models such as the AZ-Offroad and Laputa were marketed through Mazda Autozam stores; however, no additional new products were launched under the original Autozam banner. To access newer vehicles, dealers needed to transition into Mazda Autozam stores.

Outlets failing to meet these criteria lost authorization to sell new models, resulting in a reduction from roughly 900 Autozam dealerships down to about 350 Mazda Autozam stores by the early 2000s.

By 1998, Mazda also relinquished import rights for Lancia. In 2001, Autozam Co., Ltd. merged with a regional wholesaler forming "Mazda Autozam Co., Ltd." to centralize sales operations nationwide.

Starting in 2003, Mazda Autozam began retailing models such as the Axela, MPV, Tribute, and Bongo Friendee (from 2004). Former exclusive models from Autozam like the Carol Spiano, AZ-Wagon, and Scrum were absorbed into other Mazda sales channels, effectively dissolving previous channel distinctions.

From April 2016 onward, Mazda Autozam stores incorporated premium models including the Atenza, Roadster, Familia Van, and Titan. This move consolidated domestic sales channels under a unified Mazda brand. As a result, "Mazda Autozam Co., Ltd." ceased operations, with Mazda alongside regional éfini and Mazda stores overseeing nationwide distribution.

Autozam lineup

Prominent automobiles marketed under the Autozam label featured rebadged variants, indicated in parentheses:

• 1990–1998 Autozam Carol keicar (a redesigned Suzuki Alto)
• 1990–1994 Autozam Revue subcompact (Mazda 121)
• 1990–1997 Autozam Scrum mini MPV (Suzuki Carry)
• 1991–1998 Autozam AZ-3 coupé (Mazda MX-3)
• 1992–1993 Autozam Clef sedan (Mazda Cronos)
• 1992–1994 Autozam AZ-1 mid-engine sports car (Suzuki Cara)
• 1994–1997 Autozam AZ-Wagon station wagon (Suzuki Wagon R, later marketed by Mazda)

The "AZ" designation was maintained by the Mazda AZ-Wagon until 2003. The Mazda AZ-Offroad, a mini SUV launched in 1998 and based on the Suzuki Jimny, upheld Autozam's naming convention.

Lancia imports

For a short period, Autozam offered Lancia models in Japan, with most vehicles conforming to Japanese regulations regarding exterior dimensions and engine size. The notable exception was the premium Lancia Thema, which, similar to the Autozam Clef, surpassed width restrictions but served as an option for domestic consumers.

Lancia models

• Lancia Thema
• Lancia Dedra
• Lancia Delta
• Lancia Prisma
• Lancia Y10