Mazda and Toyota are engaged... seriously.

[OriginalWheelman]

This article in Autonews states that

TOKYO -- Toyota Motor Corp. and Mazda Motor Corp. have agreed to form a “long-term partnership” that deepens collaboration on products, manufacturing and technologies as carmakers race to spread spiraling development costs amid ever-stricter emissions standards.
...
The announcement comes amid media reports that said the two companies are exploring numerous projects. Among them would be an arrangement in which Toyota supplies Mazda with its hydrogen fuel cell system and plug-in hybrid technology, in exchange for receiving Mazda’s fuel-efficient Skyactiv gasoline and diesel engine technology
...
“This is an engagement announcement, not a marriage announcement,” (Toyota CEO Akio) Toyoda said.

This is interesting. Thus far all they have done is badge engineer the Scion iA. I hope that Mazda comes out of this with something decent. Hybrid tech seems like a short sell to me, but I'm expecting gas engines to die altogether within 20 years. What worries me most, is that Mazda will absorb the blandness of Toyota. I don't want dramatic flour, I want Zoom Zoom.

http://i.imgur.com/WLHt6u3.gifv

[PapaSmurf2k3]

Toyota has stated that they have a lot to learn from Mazda, like how to build a fun car, lightweight chassis, and good engines/transmissions.
It sounds like Mazda gets some hybrid technology, and the luxury of staying alive, while Toyota gets a lot of benefits.

I hope they push Toyota to get more zoom zoom for sure.

[Bubba1]

This^. Based on all the previous partnerships that both Mazda and Toyota have had with other manufacturers, I see it as mutually beneficial, and I highly doubt Mazda is suddenly gonna abandon the fun factor in their cars.

[Jesda]

What Mazda needs is scale.
What Toyota needs is design and engineering.

[Desert Rat]

How long before we see rebadged Toyotas as Fords.

[RicerX]

What Mazda needs is scale.
What Toyota needs is design and engineering.

DING DING DING!

Mazda has the formula for how to build fun, reliable, and engaging vehicles for a slam dunk of a price. They could use the experience Toyota has to grow that philosophy into a scalable and maintainable business model that provides them with more reach and market penetration.

Toyota needs to find themselves again as they've perfected the game of building appliances and have lost sight of building the vehicles that resonated among buyers and courted them to their current production capability and brand identity (SUPRA). The Mazda 3 absolutely destroys the Corolla when you talk about driving dynamics and efficiency, and likewise, I feel the Mazda 6 is a far better car than the Camry to drive, but the Camry offers for amenities and a big V6. The Rav4 and CX5 are a kind of neck-and-neck, though I've driven both and the CX5 is far more fun to drive. Both need help in the full-sized CUV department - the CX-9 is a safety blunder and not competitive overall (but is the last model to make it into the Kodo/Skyactiv family, so we'll see where they go) and the Highlander strikes me as simply forgettable.

Lots to gain here for both sides.