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In my opinion, one of the most annoying (re)branding policy was Mazda's move to single-digit names : 2, 3, 6. It was reportedly done to enhance the Mazda brand, because noone would say "I drive a 3", so they'd say "I drive a Mazda 3".

And some people get paid to come up with "ideas" like that.

Anyway, the exception to the rule was Japan itself, where names like Axela, Atenza and Demio prevailed. But not anymore. Mazda's japanese line-up is getting the rebrand too.
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