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In the late 1980s, Mazda diversified in the Japan market with the launch of three new marques. The company created Autozam, Eunos, and Ẽfini, in addition to the Mazda and Ford brands already marketed there. 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.
The Autozam marque specialized in small cars and keicars with many models being rebadged Suzukis. This is the only Mazda marque to survive the 1990s—many of the vehicles are still sold with the "AZ" prefix.
Like Eunos, Mazda continues to run dealerships with the Mazda Autozam name. These specialize in small vehicles, though all are part of the regular Mazda lineup and use the Mazda name now.
Autozam locations also briefly sold Lancia products to Japanese buyers. The vehicles sold are listed below. Of the Lancia products sold, only the top level Thema didn't comply with Japanese Government exterior and engine displacement regulations to encourage sales.
The following vehicles were part of the Autozam brand. Those that were rebadged versions are noted in parentheses.
- 1990–1994 Autozam Carol keicar (Suzuki Alto)
- 1990–1994 Autozam Revue subcompact car (Mazda 121)
- 1990–1994 Autozam Scrum mini MPV (Suzuki Carry)
- 1991–1997 Autozam AZ-3 coupé (Mazda MX-3)
- 1992–1993 Autozam Clef sedan (Mazda Cronos)
- 1992–1994 Autozam AZ-1 mid-engine sports car (Suzuki Cara)
- 1994–2003 Mazda AZ-Wagon station wagon (Suzuki Wagon R)
- 1998–2003 Mazda AZ-Offroad mini SUV (Suzuki Jimny)
- Lancia Thema
- Lancia Dedra
- Lancia Delta
- Lancia Prisma
- Lancia Y10