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Mazda Takes Aim at Russia

With this unnamed crossover concept, the Japanese carmaker sets its sights on the growing Russian auto market

Mazda Takes Aim at Russia

by Stuart Schwartzapfel

Slated to be unveiled at the 2008 Moscow International Automobile Salon (Aug. 29 through Sept. 7), this yet-to-be-named concept shows the close attention Mazda is paying to the fast-growing Russian auto market.

The concept will utilize Mazda's existing "Nagare" design direction. Its supporting idea is "crosswinds," a suitable theme considering that Nagare itself means "flow" in Japanese and is intended to express movement in car design. The earthy design language first appeared at the 2006 L.A. Auto Show and has already graced several Mazda concepts. Specific details are scarce on this crossover concept, but it is being designed with style-conscious young SUV owners in mind.

As sales of sport-utility vehicles and pickups continue to fall in the U.S., Mazda's global expansion seems logical. According to Ernst & Young's annual survey of the auto industry, sales of new vehicles in Russia grew by more than 35% in in 2007. Mazda says SUVs are popular among Russians, making up some 20% of all vehicle sales.

The Verdict: Russian for crossover

Stuart Schwartzapfel is a regular contributor to BusinessWeek.com. He has studied the automotive marketplace and works as an advertising and marketing strategist for major manufacturers. He does not write about any car brands for which he currently works.