The introduction of the Ford Laser in 1981 was a major change in Ford’s product line for the Asia-Pacific region. With the Japanese brands displacing the European brands (Fords sold in Malaysia came from England) during the 1970s, Ford decided that ‘if you can’t beat them, then join them’. It teamed up with Mazda to draw on the Japanese automaker’s more efficient and lower cost of production so it could price its products competitively.
The Laser was the first passenger car product (the companies had shared a truck model earlier) that Ford adapted, taking the then-new Mazda 323 and making cosmetic changes for visual differentiation. Technically, the cars were identical and if you looked into the engine bay, many parts had Mazda branding on them.
Competitive pricing
The Laser was also built at Mazda’s factory in Hiroshima, with CKD (completely knocked-down) kits send to Malaysia and some other markets for local assembly. This enabled the new model to be priced from RM14,800 to RM16,500, which was about the same as the discontinued Ford Escort Mk. 2. Had Ford Malaysia continued to use European Fords, the new Escort Mk 3 (launched around the same time) would have cost much more.
Economical and also sporty
Like the Mazda, the Laser was offered in sedan and hatchback bodystyles, while a 3-door high-performance Laser 1.5S with twin carburettors was added a year later. Besides being economical to run, the Laser also showed its sporty side in circuit races and rallies.
The Laser helped Ford maintain its presence in the market and as the early advertisement above shows, it was comparable to the Japanese rivals in many areas. Although comparisons were generally not encouraged in advertisements (in Malaysia), Ford, being an American company, still chose to use that approach which was common in advertisements in America.