Mazda tried using a number of different marques in the Japanese (and occasionally Australian) markets in the 1990s, including Autozam, Eunos, and ɛ̃fini.
 The motivation was brought on by market competition from other Japanese automakers efforts in offering vehicles at multiple Japanese dealership networks offered by Toyota, Nissan, and Honda.
Mazda's implementation of brand diversification reflected a Japanese engineering philosophy, called Kansei engineering, which was used as an advertising slogan in North America.

One of the oddest sub-marques was M2, used on three rare variants of the Eunos Roadster (the M2-1001, M2-1002 and M2-1028) and one of the Autozam AZ-1 (M2-1015).
M2 even had its own avant-garde company headquarters, but was shut down after a very short period of operation.

In early 1992 Mazda planned to release a luxury marque, Amati, to challenge Acura, Infiniti, and Lexus in North America, which was to begin selling in late 1993.
The initial Amati range would have included the Amati 500 (which became the Eunos 800 in Japan and Australia, Mazda Millenia in the U.S., and Mazda Xedos 9 in Europe), a rebadged version of the Mazda Cosmo and the Amati 1000 (a rear-wheel drive W12 successor to the Mazda Luce).
The Amati marque was eventually scrapped before any cars hit the market.
 It is perhaps just a curiosity, but "Amati" happens to be an anagram of "Miata".

In Europe, the Xedos name was also associated with the Mazda Xedos 6, the two models were in production from 1992 until 1997.
The Xedos line was marketed under the Mazda marque, and used the Mazda badge from the corresponding years.

This diversification stressed the product development groups at Mazda past its limits.
Instead of having a half-dozen variations on any given platform, developers were asked to work on dozens of different models at the same time.
Consumers were confused as well by the explosion of similar new models.
This selective marketing experiment was ended in the mid-1990s due to economic conditions, largely attributed to the collapse of the Japanese asset price bubble in 1991.
Mazda tried using a number of different marques in the Japanese (and occasionally Australian) markets in the 1990s, including Autozam, Eunos, and ɛ̃fini.  The motivation was brought on by market competition from other Japanese automakers efforts in offering vehicles at multiple Japanese dealership networks offered by Toyota, Nissan, and Honda. Mazda's implementation of brand diversification reflected a Japanese engineering philosophy, called Kansei engineering, which was used as an advertising slogan in North America.
One of the oddest sub-marques was M2, used on three rare variants of the Eunos Roadster (the M2-1001, M2-1002 and M2-1028) and one of the Autozam AZ-1 (M2-1015). M2 even had its own avant-garde company headquarters, but was shut down after a very short period of operation.
In early 1992 Mazda planned to release a luxury marque, Amati, to challenge Acura, Infiniti, and Lexus in North America, which was to begin selling in late 1993. The initial Amati range would have included the Amati 500 (which became the Eunos 800 in Japan and Australia, Mazda Millenia in the U.S., and Mazda Xedos 9 in Europe), a rebadged version of the Mazda Cosmo and the Amati 1000 (a rear-wheel drive W12 successor to the Mazda Luce). The Amati marque was eventually scrapped before any cars hit the market.  It is perhaps just a curiosity, but "Amati" happens to be an anagram of "Miata".
In Europe, the Xedos name was also associated with the Mazda Xedos 6, the two models were in production from 1992 until 1997. The Xedos line was marketed under the Mazda marque, and used the Mazda badge from the corresponding years.
This diversification stressed the product development groups at Mazda past its limits. Instead of having a half-dozen variations on any given platform, developers were asked to work on dozens of different models at the same time. Consumers were confused as well by the explosion of similar new models. This selective marketing experiment was ended in the mid-1990s due to economic conditions, largely attributed to the collapse of the Japanese asset price bubble in 1991.
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