Mazda's Abandoned Luxury Brand


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Have you ever heard of Amati? In the late ’80s, Mazda took a big swing and tried to create a luxury car brand. They were emboldened by the success of the Miata. But somehow, Amati never happened, and almost 400 million dollars were wasted in the process. Today on Past Gas: how did Amati become a ghost badge haunting Mazda’s dreams? Why does Mazda refuse to discuss the failed brand? How did Mazda go from zoom zoom, to doom and gloom?

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