News Release

 News Release


Products and Technology

Mazda Demio 'Chiara' Special Edition on Sale in Japan

- This special edition model with a brilliant custom body color and distinctive seat covers commemorates Mazda Demio's RJC Car of the Year win -

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HIROSHIMA, Japan—Mazda Motor Corporation has announced the launch of the Mazda Demio ‘Chiara’ special edition model in Japan to celebrate the new Mazda Demio having won the 2008 Automotive Researchers’ and Journalists’ Conference of Japan (RJC) Car of the Year award. It goes on sale today at Mazda, Mazda Anfini and Mazda Autozam dealerships nationwide.


The Chiara, which means brilliant or bright in Italian, is based on the 13C-V grade Demio (the front-wheel drive (FWD) model which is powered by a 1.3-liter Miller cycle engine and a continuously variable transmission [CVT]) or the electronically controlled four-wheel drive (e-4WD) 13C grade model. The Chiara special edition features the exclusive Golden Red Mica -- a vivid shade of red sprinkled with gold flakes – as an exterior color choice. The interior includes custom seat covers featuring a multistripe pattern, which enhances the special edition model’s distinctive style. Special equipment for the Chiara provides improved convenience through an advanced keyless entry and starter system, an auto light system, water-repellent coating for glass surfaces and rain sensing front wipers, which were all originally set as factory-installed options for the standard Demio model.


The manufacturer’s suggested retail price for the Mazda Demio ‘Chiara’ special edition is 1,410,000 yen for the FWD version and 1,550,000 yen for the e-4WD version. Both prices include consumption tax.


Mazda Demio 'Chiara' [front wheel drive with continuously variable transmission (FWD/CVT)]
Mazda Demio ‘Chiara’ [front wheel drive with continuously variable transmission (FWD/CVT)]


Features of the Special Edition ‘Chiara’ Mazda Demio
Base models

Base models are the 13C-V grade Demio (1.3-liter DOHC Miller cycle engine with a continuously variable transmission [CVT], front-wheel drive) or the 13C grade (1.3-liter DOHC engine with four-speed automatic transmission, electronically controlled four-wheel drive [e-4WD]).


Special equipment

- Exclusively designed seats
The Chiara’s seats are given a distinctive, stylish look through red multistriped fabric which covers the center of the seat bottom and seatback. These distinctive seat covers are artfully matched with the black color of the seat sides and headrest.
- Silver bezels on the steering wheel
The quality feel of this model is heightened with silver bezels on the steering wheel spokes.
- Advanced keyless entry & starter system with immobilizer
- Driving comfort package
This optional package is offered as standard equipment for the Chiara. The package includes the following features: auto light system, rain sensing front wipers, and water-repellent coating (windshield, front door glass, door mirrors). The dark-tinted glass (rear doors/liftgate) is also a part of the package for the 13C-based model (the e-4WD Chiara) and specially offered to the model, while originally equipped for the 13C-V-based model (the front-wheel drive Chiara).
- Auxiliary jack
The center console comes equipped with an external input terminal where portable audio devices can be connected.
- Tachometer
A tachometer contributes to more economical driving by displaying the engine revolutions. The speedometer’s white background is complemented by sliver accents around the gauge panel rim.
- Fully-automatic air conditioning and Areru [Allergy] Buster® with filter
Full air conditioning comes as special equipment for the 13C-based model (the e-4WD Chiara). Full air-conditioning is standard on the the 13C-V-based model (the front-wheel drive Chiara). The fully automatic air conditioning unit comes equipped with a filter that traps allergy-inducing materials.


Body colors

A choice of five exterior colors is available: the new, exclusive Golden Red Mica as well as standard colors Crystal White Pearl Mica, Radiant Ebony Mica, Sunlight Silver Metallic and Brilliant Black.


Factory installed options

- Discharge headlights, front foglamps or 15-inch aluminum wheels
- ‘Audio-less specification’ (a center panel with free space for an audio system) or leather-wrapped steering wheel.


Manufacturer’s Suggested Retail Prices for the Mazda Demio ‘Chiara’

Model Engine Drive Transmission Retail price (yen) Green tax
With tax Without tax
Chiara 1.3L DOHC
Miller cycle
FWD CVT 1,410,000 1,342,858 Yes
1.3L DOHC e-4WD 4EC-AT 1,550,000 1,476,191 Yes
- In addition to the above-noted prices, a separate recycling charge (10,790 yen) is required.
- If Crystal White Pearl Mica body color is selected, the price increases by 31,500 yen (tax included).