I think there are myriad
I think there are myriad reasons for the difference in sales.
I think what I meant with the sizing, was that the target audience for the Fiat has ended up being larger older people than the target audience for the Mazda. Many of these decide they can’t live with it so this depresses the sales of the Fiat in relation to the target audience who may take the Miata (MX-5 over here).
I also think the groups the cars appeal to have an effect too. I think the Mazda appeals more to both the younger, and much older driver. Both of which have no young children, so living with a car like this isn’t so difficult. The Fiat, I think, appeals to a more mid-age range. Those who hark back to the 1970s and 1980s, and they are more likely to still have children around, so a car like this isn’t yet appropriate. Even as a second car in the household. I have one colleague who loves it, but can’t possibly consider it for another 10+ years for this reason.
Then we come to the big ones. First, is precedence. Mazda have a long history with the Miata (MX-5), going back to 1989. For years and years it’s been the only low cost little, basic, fun 2 seat roadster. Everything else is much more expensive and serious (TT, Z4 etc and the Toyota MR2 has gone). Certainly in the UK ‘Everyone’ knows if you want a little fun 2 seat roadster you buy an MX5. They’re very prevalent and everyone knows of their existence. I’m interested in cars, and I didn’t even know about the 124 six months ago. It just hadn’t popped up on my radar. When I was wondering what vehicle I might like my partner suggested an MX5. Compared to that, no-one has really heard of the 124. It hasn’t been well advertised, and unless you go into a Fiat dealership (which is unlikely for many people) or trawl around looking for what is out there (as I did) then you could be forgiven for not finding it. It’s amazing now I have got one, how many people have asked “what is it”. They just don’t know. Fiat needs to advertise some more, and just see some more around on the roads so everyone starts to see them and know they’re out there. Mazda have 20 years of this.
Secondly, brand. Mazda are seen as dependable and reliable and everyone knows the MX5 has been around for 20 years. All the motoring press have always loved it. People trust it and the brand. Bring on Fiat. Not only does half the potential audience maybe not even realise that Fiat is out there, but it’s a new wildcard. They haven’t done anything like this for years. And those that read the motoring press know that many can’t tear away from the Mazda and still say it’s the better car and that they don’t like the smaller turboed engine. And never had the best badge for dependability and reliability. Coupled with this, for new cars people are considering second hand residuals too. The Mazda has a proven track record here. It’s a known entity. The Fiat is not. No-one knows if the value will plummet or not and how it will stand up. Will the car be around in 10 years time? Will they get dealer support? And of course the Fiat is more expensive.
I think Fiat is too new in this area to expect the level of sales that the Miata has from its trusting and loyal fan base. It’s an unknown entity and not in many people’s minds when they are thinking of a car like this. I think if Fiat sticks with it, and keeps it nicely up to date, in time, it could be a good little car for them. But if they pull the plug too early, before its even got going, then it’ll be a shame.