I remember the days when Mazda was all about zoom zoom = affordable, reliable, great looking cars that were more fun to drive than their competition. If you wanted a Japanese car that was as reliable as Toyota and as fun as a Honda, but for cheaper, Mazda was the easy pick. Now the public doesn't want cars, don't care about driving dynamics, don't want an affordable vehicle, and don't keep one long enough to care about reliability. When the economy tanks people might go back to caring about these things, but in the meantime Mazda is really struggling to find their niche. IMO of course.