Jump to content
William Maley

Mazda News: Mazda's Premium Ambitions for the U.S.

Recommended Posts

Mazda is in the process of trying to position themselves as a premium brand that you can actually afford. Autoblog had the chance to speak with Jacques Flynn, a lead exterior designer, and Jacob Brown, a PR representative for Mazda. 

A key part of Mazda's premium plans is their Kodo design language. Flynn explained that Mazda will be simplifying and evolving the look of Kodo on their various models. A key example is the recently introduced second-generation CX-5. Compared to the outgoing model, the new CX-5 features fewer curves to make it look tauter. 

Diesel will also play a key part in Mazda's premium ambitions. Brown explained that diesel has the air of premium surrounding it as luxury automakers, for the most part, offer them in the U.S. Mazda was hoping not to use urea-injection for their diesel models, but ultimately had to give in to meet emission standards and performance benchmarks.

Those hoping that Mazda would bring back Mazdaspeed on some performance models will be disappointed to hear it could be a while before this happens. Both Flynn and Brown said the company's focus is "on making the core line-up cohesive." Being a small company, they cannot take any chances on working a number of projects at the same time since that could result in a misstep or two.

Source: Autoblog


View full article

Share this post


Link to post
Share on other sites

So first error by Flynn is to think Diesel means premium. Just because BMW and MB have had them for ever, does not mean it is perceived as premium. The attitude by most people towards diesel proves this out.

Second, They still have the problem with head room. Their auto's are still built for small asian size people and they are missing what is needed in the American Market. 

Yes yell at me, whatever you want, but for those over 5'8" tall there auto's are a failure and if you are fat which most of America is, again it fails. I also will not get into all the other issues I have found with both the CX-9 and CX-5, read my personal reviews on that.

Here even if you are 5'8" tall you hit your head on entry. The problem is between the A and B pillar. You cannot get into this auto unless you face away from the auto, place your ass in the seat and dip your head as you swerve 90 degrees into the auto. Or 1 foot in, body at a 45 degree angle and slide in facing the front. Neither is comfortable or easy in getting into this auto.

Does the new 2017 over the 2016 look nice? YES. Sadly it now looks more like the Mistubishi CUV from the side profile and more in the generic BLAH department with all the rest in this class.

END RESULT, it will sell, but not as a Premium. Also Mazda is loosing their identity as right now Auto Design Style is very much blah and nothing that pops. The older curvy design was more pop and grabbed your attention than the new one.

2017-2016-CX5.jpg

Share this post


Link to post
Share on other sites

So first error by Flynn is to think Diesel means premium. Just because BMW and MB have had them for ever, does not mean it is perceived as premium. The attitude by most people towards diesel proves this out.

- pure BS.  Diesel is premium because it lasts twice, three times, four times longer than gasoline engines.

Share this post


Link to post
Share on other sites

yes to the diesel error and to the size thing.  Defelt is on to something.  I like the Mazdas but they don't give room.  The 6 is tight in the rear.  The 3 is almost useless.

Share this post


Link to post
Share on other sites
16 hours ago, ocnblu said:

So first error by Flynn is to think Diesel means premium. Just because BMW and MB have had them for ever, does not mean it is perceived as premium. The attitude by most people towards diesel proves this out.

- pure BS.  Diesel is premium because it lasts twice, three times, four times longer than gasoline engines.

Wrong, tell that to my Solid GM V8's that have half a million miles on them. Last longer as you state does not make a premium auto or engine.

Yes if you abuse the engine as many do and do no maintenance, the gas engines will wear out by 100K miles versus diesel getting about 200-250K miles. Yet as with any engine. Take care of it, maintenance and you can make them last for ever.

Share this post


Link to post
Share on other sites

DFelt that is unduly harsh, the Buick Envision wishes it looked as sexy as the Mazda CX-5.

And nope, I'm 5' 10" and I FIT FINE in the CX-5, as it is!!!

Nah, the problem with Mazda, the have great vehicles, just a lack of a distribtuion network and exposure to the North American market.

Now enthusiasts will always want the hi-po engine or the most powerful engine that Mazda currently makes, the 2.5T, as CP said in every offering. And premium buyers nowadays expect some kind of 2.0T as atleast a base or mid-level offering too.

Mazda rite now is basically what Nissan used to be a few decades ago. Like, exactly what Nissan used to be a few decades ago.

But few things NEED to be addressed. I do find it annoying how the top end Signature trim CX-9 for example, has an exquisite interior, better than that of the Buick Enclave's by a wide margin in materials....but the seats don't have 10-way power. Passenger seat is 4-way power. No cooled rear seats. And no CarPlay/AndAuto. 

Now I'm not saying that the seats are uncomfortable, just that, those numbers on a spec sheet seem like they matter, but they make a world of a difference in the validity, the meat behind the word "premium".

 

 

  • Upvote 1

Share this post


Link to post
Share on other sites

Mazda can't sell that many cars at low prices, now they want to be Premium and I assume charge higher prices? I think Mazda makes a good car, but they should never have gone away from Zoom Zoom, their marketing is weak as can be.

Problem 2 is car makers are fleeing diesel, even Mercedes seems to be dumping them in the US, we know VW-Audi are.  So diesel will have no appeal in about 5 years when plug in hybrid is all the rage.  I don't see a diesel Mazda 6 or CX-9 jump starting sales.   

Mazda 6 needs the 2.5T engine yesterday, a mid-size sedan with 181 hp max or whatever it has isn't going to have enough appeal.  I'd make a Mazdaspeed 3 with the 2.5T also.  I could see bringing back the CX-7 also, the CX-9 is a 3 row large crossover, the CX-5 is small, there is no middle.  A 4th crossover would jump start sales.

Share this post


Link to post
Share on other sites

@dfelt I agree in regards to a diesel, nothing about diesels screams premium.

In regards to headroom and size: I am 6'1" and I fit perfectly fine and comfortably in Mazda 3, Mazda 6, CX5 and CX9.  And if you look at the dimensions they are not smaller then any other comparable car in the segment.  So your continued rumblings about cars built for small Asian people are complete BS.  There are maybe other issues with mentioned by few previous posts but size is not one of them.

Mazda 3 front headroom: 38.6", hip room: 55.5"

Cruise front headroom: 38.9", hip room: 53.1"

Focus front headroom: 38.3", hip room: 53.9"

Mazda 6 front headroom: 38.4", hip room: 56.1"

Malibu front headroom: 39.1", hip room: 56.1"

Fusion front headroom: 39.2", hip room: 55"

CX-5 front headroom: 40.1", hip room: 55.2"

Equinox front headroom: 40.9", hip room: 54.6"

Escape fron headroom: 39.9", hip room: 54.8"

CX-9 front headroom: 39.3", hip room: 56.7"

Acadia front headroom: 40.3", hip room: 55.7"

Explorer front headroom: 41.4", hip room: 57.3"

So only CX-9 is somewhat smaller then the competition.

Edited by ykX

Share this post


Link to post
Share on other sites
2 hours ago, ykX said:

@dfelt I agree in regards to a diesel, nothing about diesels screams premium.

In regards to headroom and size: I am 6'1" and I fit perfectly fine and comfortably in Mazda 3, Mazda 6, CX5 and CX9.  And if you look at the dimensions they are not smaller then any other comparable car in the segment.  So your continued rumblings about cars built for small Asian people are complete BS.  There are maybe other issues with mentioned by few previous posts but size is not one of them.

Mazda 3 front headroom: 38.6", hip room: 55.5"

Cruise front headroom: 38.9", hip room: 53.1"

Focus front headroom: 38.3", hip room: 53.9"

Mazda 6 front headroom: 38.4", hip room: 56.1"

Malibu front headroom: 39.1", hip room: 56.1"

Fusion front headroom: 39.2", hip room: 55"

CX-5 front headroom: 40.1", hip room: 55.2"

Equinox front headroom: 40.9", hip room: 54.6"

Escape fron headroom: 39.9", hip room: 54.8"

CX-9 front headroom: 39.3", hip room: 56.7"

Acadia front headroom: 40.3", hip room: 55.7"

Explorer front headroom: 41.4", hip room: 57.3"

So only CX-9 is somewhat smaller then the competition.

While measurements are just one area, their lack of highly adjustable seats limits the room. As I have mentioned many times before, their design language cuts the entry into the front seats big time so you have a smaller opening and yes you gain some headroom once in the car. Sadly long bodied people loose out as the lack of the seats adjustments keep tall people from sitting in the front passenger seat and makes it doable but difficult on the drivers side.

Just having measurements that equal everyone else does not make a comfortable or roomy interior.

At 6'6" tall my legs are equal to my body, which is rare, most people are longer legs / arms than body and yet my wife and kids are all longer body than legs / arms and as such when a seat is not adjustable, your head clearly hits the roof.

To each their own, but I have to say that I stick by my own experience of not being able to recommend the Mazda CX CUV line for many reasons that I have stated in my review posted here at the review forum. So many superior sized CUVs that does not leave one with the experiance I had with Mazda.

Share this post


Link to post
Share on other sites

Create an account or sign in to comment

You need to be a member in order to leave a comment

Create an account

Sign up for a new account in our community. It's easy!

Register a new account

Sign in

Already have an account? Sign in here.

Sign In Now



  • Social Stream

  • Similar Content

    • By William Maley
      For almost two decades, Cadillac has been undergoing a transformation of sorts to become a threat to likes of BMW and Mercedes-Benz. The various models and changes have been met with mixed reactions. But the latest move to make Cadillac the lead brand in General Motors' electric car offensive marks a big change. According to an executive, this is the brand's last chance at success.
      “We don’t have any chances left with taking Cadillac to a really new place. This is pretty much it,” said GM President Mark Reuss to Reuters.
      “So we really have to hit the ball here. It’s my job to make sure we do.”
      Cadillac previewed their first EV on Sunday night during the press preview of the XT6 crossover. No name was given, but the model appears to be a small or midsize crossover. It will be the first vehicle to use GM's dedicated BEV3 platform that has been designed to underpin various types of vehicles and drivetrain layouts. 
      When asked how long it would take for Cadillac to transition to an all-electric lineup, Reuss said it is too early to tell. He expects a combination of electrified and combustion engine models “for quite a few years” in the lineup.
      Reuss did not elaborate what would happen if the transition to electric faltered.
      “All I’m focused on is what we’re doing right now…” Reuss said, “and getting momentum back in Cadillac.”
      Source: Reuters

      View full article
    • By William Maley
      For almost two decades, Cadillac has been undergoing a transformation of sorts to become a threat to likes of BMW and Mercedes-Benz. The various models and changes have been met with mixed reactions. But the latest move to make Cadillac the lead brand in General Motors' electric car offensive marks a big change. According to an executive, this is the brand's last chance at success.
      “We don’t have any chances left with taking Cadillac to a really new place. This is pretty much it,” said GM President Mark Reuss to Reuters.
      “So we really have to hit the ball here. It’s my job to make sure we do.”
      Cadillac previewed their first EV on Sunday night during the press preview of the XT6 crossover. No name was given, but the model appears to be a small or midsize crossover. It will be the first vehicle to use GM's dedicated BEV3 platform that has been designed to underpin various types of vehicles and drivetrain layouts. 
      When asked how long it would take for Cadillac to transition to an all-electric lineup, Reuss said it is too early to tell. He expects a combination of electrified and combustion engine models “for quite a few years” in the lineup.
      Reuss did not elaborate what would happen if the transition to electric faltered.
      “All I’m focused on is what we’re doing right now…” Reuss said, “and getting momentum back in Cadillac.”
      Source: Reuters
    • By William Maley
      Genesis has been building itself up as a competitor to the likes of the German luxury brands, for much lower prices. But it is still missing a few items, like having some sort of crossover or SUV - something that will be launching in the coming year or so. The brand is lacking a performance variant to take on the likes of BMW's M and Mercedes' AMG. However, a comment made by Hyundai product planner Mike O’Brien hints they're looking into it.
      "A big effort with the G70 was thermal management, to make sure that this car will hold u. We're building for the future. I'll just say that," said O'Brien to Road & Track.
      Proper thermal management is something essential for new vehicles, but you don't normally hear an automaker talk about it except when it comes to high-performance models. This becomes more intriguing when you take into account that Albert Biermann, now the head of Hyundai's r&d division, worked previously at BMW's M division.
      More from Road & Track:
      The comment about possibly badging it as a N model is also interesting. We have reported previously that Genesis has no plans on doing a N, so it hints that Genesis may come up with its own branding for a performance model.
      Source: Road & Track

      View full article
    • By William Maley
      Genesis has been building itself up as a competitor to the likes of the German luxury brands, for much lower prices. But it is still missing a few items, like having some sort of crossover or SUV - something that will be launching in the coming year or so. The brand is lacking a performance variant to take on the likes of BMW's M and Mercedes' AMG. However, a comment made by Hyundai product planner Mike O’Brien hints they're looking into it.
      "A big effort with the G70 was thermal management, to make sure that this car will hold u. We're building for the future. I'll just say that," said O'Brien to Road & Track.
      Proper thermal management is something essential for new vehicles, but you don't normally hear an automaker talk about it except when it comes to high-performance models. This becomes more intriguing when you take into account that Albert Biermann, now the head of Hyundai's r&d division, worked previously at BMW's M division.
      More from Road & Track:
      The comment about possibly badging it as a N model is also interesting. We have reported previously that Genesis has no plans on doing a N, so it hints that Genesis may come up with its own branding for a performance model.
      Source: Road & Track
    • By William Maley
      Christian Meunier, who became the president of Infiniti last week, was very blunt about the QX30 crossover.
      "(The QX30 is) not a very successful product. We’ll keep selling it for now...but this is not a product that has a future beyond its current life," he said to Motor Authority this week at the Detroit Auto Show.
      The QX30/Q30 is a result of a partnership between Nissan and Daimler that began back in 2010, with the promise of sharing powertrains and working on various projects. The QX30 and Mercedes-Benz GLA-Class was the first product to come out of this alliance back in 2017. But as we have reported, the partnership seems to be faltering. Last July, a report came out that the joint development of a luxury compact car project was halted between the two.
      That doesn't mean Infiniti is pulling the completely on the QX30. Meunier revealed that a next-generation model is in the cards that will use an "all-Infiniti platform". He also hinted that the next-generation may have variable-compression engine technology - first used in the QX50 crossover.
      Source: Motor Authority

      View full article
  • My Clubs

  • Recently Browsing

    No registered users viewing this page.

  • Reader Rides

About us

CheersandGears.com - Founded 2001

We ♥ Cars

Get in touch

Follow us

Recent tweets

facebook

×