PIMS 2024: Mazda Philippines officially launches AutoExe customization program
Those of us old enough to remember the “Ray-Ban” Mazda 323 in the late 1990s would also recall the fabulous Mazdaspeed Version.
Born to take on the TRD Toyota Corolla, the Mazdaspeed 323 was equipped with a special body kit and wheels, along with performance upgrades to make it handle as well as it looked. Since then, carmakers locally have largely offered “performance-oriented” variants with nothing more than tacky stickers and special paint jobs.
But Mazda Philippines has happily brought back the tradition of true performance specials with the official launch of its AutoExe Customization Program at the 2024 Philippine International Motor Show (PIMS), available as of press time for the Mazda3 (the 323’s successor), the Mazda CX-60 crossover, and the Mazda MX-5 sports car.
Mazda Philippines said that it has initially brought in 67 AutoExe parts – 10 for the Mazda3, 20 for the CX-60 and 37 for the MX-5, with more parts under evaluation for sale. These are categorized into Exterior, Interior, Body, Suspension, Intake & Exhaust, Brakes, Drivetrain, and Utility.
“Our decision to offer factory-installed AutoExe parts to new and existing Mazda customers is part of our commitment to become a premium brand,” said Mazda Philippines president Steven Tan in his speech during the Mazda presentation at the 9th Philippine International Motor Show at the World Trade Center.
“Luxury has gone beyond just offering high-quality finishes and a refined drive,” he added. “Personalization is also seen as a kind of luxury, and this is a trend we see not just in the automotive industry, but all around.”
Honed in Le Mans
AutoExe was founded in 1997 by Mazda works driver YojiroTerada, also known as “Mr. Le Mans” for being the Japanese driver with the most appearances (29) at the grueling Le Mans 24 Hour endurance race.
Mazda Philippines said these specialized tuning parts, having been developed in the world’s toughest road race, are more than just trinkets – they are designed to offer a supreme driving experience on the road, even in daily driving. In addition, AutoExe does not specialize in just one component, but in complete cars.
“If a car reacts too quickly, like a purpose-built track car, it feels nervous, making it scary,” said Terada. “If it’s too slow, it becomes dull, making it not enjoyable to drive. We aim to optimize the different characteristics to find the balance that sharpens the level of Jinba-ittai that enthusiasts can immediately feel.”
Mazda Philippines said AutoExe parts are available for order at all Mazda dealerships nationwide, adding that these will not void a vehicle’s warranty when purchased and installed at an authorized Mazda dealer. The parts also carry a one-year manufacturer’s warranty.
The Japanese carmaker also said, in commemoration of the partnership between Mazda Philippines and AutoExe, all orders for AutoExe parts placed on or before Dec. 31, 2024 will be entitled to a 10-percent discount.
If you want to check out the parts in the metal, customers can visit Mazda Makati and Mazda C-5 Pasig – the first two AutoExe Performance Parts Centers in the country. Customers may also check the official Mazda Philippines website.
An AutoExe-spec MX-5 with a manual transmission (and a full manufacturer’s warranty) sure sounds real nice, better still than the iconic Mazdaspeed 323.
