Few are aware of the collaboration between Mazda and the German candy company Haribo, known worldwide for gummy bears τηςwhich led to its creation Mazda 121 “Goldy” in the early 90s.
The limited edition was created in collaboration with Haribo and released in just 1,000 units. Designed exclusively for the German, Austrian and Swiss markets, the cars were themed famous Haribo Gold Bears jellies and that’s how they got the bright “golden” color of their packaging.
Designed by Hofele Design – a company known for improving luxury German cars – “Goldy” had special equipment, incl of a Momo steering wheel with a golden Haribo teddy bear in the center, rear windshield shade with colorful gummy bear design and a set of wheel covers with Haribo teddy bears. It is worth mentioning that each “Goldy” included 100 bags of Haribo Gold Bears jelly beans and a big, soft teddy bear toy.
To better communicate the car, the Mazda 121 “Goldy” was promoted as a prize in a lottery organized by Haribo as part of the competition, “Win gold with Haribo: Mazda 121. The Haribo Gold Bear goes for the Mazda 121”.
The “Goldy” version was a soft-top model, which allowed drivers to enjoy the sun on hot days. The basic version Mazda 121 it was also available with a hardtop. The model was introduced in 1991 and became known in the Japanese market as Autozam Review. With its small and quirky design, it quickly received positive reviews and became a hit. The model acquired sweet nicknames, with one of the most common being the “bubble car”.
With its round and compact design, the Mazda 121 offered a unique feeling of spaciousness thanks to the curved roof which enhanced the already airy character of the car. The experience was further enhanced when combined with the retractable sunroof which provided an extra dimension of spaciousness for passengers.
“Goldy” and his “little brothers” in their basic version, were equipped with 1.3-liter four-cylinder gasoline engine, factor 53 kW / 72 PS, achieving maximum speed 155 km/h and accelerating from 0 to 100 km/h in 11.4 seconds.
It can Mazda 121 “Goldy” may not be the first car that comes to mind when we think of Mazda’s historic cars, but it is an important car in its history. Today, the Japanese company maintains one of the “Goldy” cars at the Mazda Frey Classic Car Museum in Augsburg, Germany.