Mazda owners use in the same sentence BMW. What do you think that Mazda as a manufacturer must do to

compete head to head with BMW? For instance, the Mazda2 vs BMW Mini or the Mazda Mx5 vs BMW Z4, both are in the same class by definition, but are they?

Mazda owners use in the same sentence BMW. What do you think that Mazda as a manufacturer must do to?software

They aren't, unfortunately for Mazda. For too long has Mazda had a focus on value-for-money and efficiency in the making of their cars, while BMW has had a focus on luxury in their vehicles. As a result, both manufacturers have built their respective stigmas. It would be quite a feat for Mazda to reach BMW's level of prestige.

Mazda owners use in the same sentence BMW. What do you think that Mazda as a manufacturer must do to?vincent

Mazda is doing fine. I just traded in my e46 BMW for a mazdaspeed3. Although it is not as refined or comfortable as the BMW I like it a lot more. The people who are interested in BMW for the performance may look at performance Mazdas as well. If Mazda wants luxery buyers they will have to make a luxery brand. Since Mazda is owned by Ford and Ford alreay has 1.5 luxery brands this will never happen. Mazda is Ford's performance oriented brand. I would expect to see more RWD ot AWD Mazdas in the future to build on this and to compete more with companies like BMW in performance.
People do cross shop some of those cars. Both companies are known for the handling capabilities of their cars. Mazda of course costs much less, so if you shop strictly based on price, it is unlikely you will shop at a BMW dealership. However, the Mini isn't priced much higher than a Mazda3 (NOT Mazda2, we don't have that here in the U.S.)