Why do Mazda's sales not stack up to its reputation?

Forbes columnist Jerry Flint has written an editorial on Mazda and its one major problem: There has been no growth in the company's sales for over a decade. Flint says he can't see why this would be, because the press and car enthusiasts alike are quite fond of Mazda and its products. "We're looking at a very targeted audience; somebody who wants more emotion in the things they drive, in styling, in being different. Someone who wants a car that interacts with them and interacts with the road," says Robert Davis, a senior vice president at Mazda. "To me, this sounds like the profile of a BMW customer--but at a much lower price point," writes Flint. "The problem for Mazda is expanding its customer base." So what does Mazda need to do to accomplish this? Are these holes in its lineup that need plugging? Perhaps Ford isn't doing enough to promote the company? Post your thoughts in the comment area.