Mazda3 versus Volvo S40

I was reading on a forum where several readers didn’t understand why anyone would buy a Volvo S40 when it shares the same platform as the Mazda3. I should have expected it.

Yes, the two vehicles share the same platform. But as I argued about the Fusion/Milan/Zephyr, the cars are marketed to different audiences. Widely different market segments. And this is not an issue of badge engineering (i.e., simply changing the car’s brand labels.) Mazda’s are assembled in Japan while Volvos are assembled in Europe. Outside of the platform, they share very few components.

More important is the fact they have different buyers. Volvos are aimed for those who like conservative, European-esque cars with a reputation for safety. Mazdas are youth and sporty oriented. Volvos, being more expensive, aim for a different social stratus and compete against Acura, Lexus, BMW, Audi, etc. Honda and especially Nissan are Mazda’s major competitor.

Car enthusiasts constantly accuse automakers for not understanding the market. The forum remark, though, tells me that enthusiasts don’t get it either.

–Joel A.