FERRARI isn’t the only carmaker that likes to pick and choose its buyers. Mazda has jumped on the bandwagon, announcing a special limited run of its targa-topped Mazda MX-5 RF will only be sold to the customers it thinks are worthy.
The Mazda MX-5 RF, a hard-topped version of the 2016 Wheels Car of the Year, will soon go on sale in North America. But the carmaker has announced it will only sell the first 1000 “Launch Edition” models to names picked from its list of most loyal customers.
The RF, unveiled earlier this year at the New York Motor Show, will initially launch in the US as a limited-run model featuring Machine Gray metallic paint, leather interior trim with a hand-painted black roof panel, and kitted out at the top-spec Grand Touring trim level.
“Initially, Mazda North American Operations will open up the pre-orders to a select group of customers who will be notified via email and will have a specific window of time to preorder the MX-5 RF Launch Edition before ordering opens to the general public,” the carmaker said.
A disclaimer notes that an invitation to pre-order the MX-5 RF Launch Edition “does not guarantee the successful purchase”. Nor do customers know how much they’ll be paying for the limited-run model or when it will be delivered, with Mazda saying both details will be announced in the “coming weeks”.
The 1000 customers buying the Launch Edition will also receive a numbered, custom-designed Tourneau watch – a special feature introduced by Mazda Australia for the 25th Anniversary edition of the previous-generation MX-5 that was limited to just 40 units.
The MX-5 RF will officially launch early next year in North America, although Launch Edition customers appear likely to receive their cars before the more widespread on-sale date.
And before you get too excited, Mazda Australia has no plans to roll out an invitation-only version of the targa-top MX-5 here. Instead, it will open the showroom doors to anyone from day one, a spokesman said.
Sign up here to receive the latest round-up of Wheels news, reviews and video highlights straight to your inbox each week.
Want free access to 5 years of Wheels archive content? Sign up now!