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




  • Today's Birthdays

    1. TAF
      TAF
      Age: 38
  • Similar Content

    • By William Maley
      Hyundai was caught off guard by the rise of crossovers with their car heavy lineup. This has caused their sales to fall down. But the Korean automaker is hoping to change that with the announcement of eight new or redesigned crossover models by 2020.
      The plan will begin with the launch of the Kona crossover in March and will include a wide range of models from a small A-segment model to 8-seat midsize model taking the place of the Santa Fe. There are also plans for an electric, hydrogen, and diesel powered models. The electric one is likely the Kona.
      “The Kona is only the beginning of our product revolution for Hyundai. These vehicles are aimed squarely at the sales leaders in each segment and will emphasize Hyundai’s continued focus on sustainability and efficiency without compromising performance,”  said Mike O’Brien, Hyundai Motor America vice president for Product Planning.
      Source: Hyundai
      Press Release is on Page 2


      Hyundai Motor America to Release Eight New Crossover Utility Vehicles by the Year 2020
      Vehicles will be powered by Gasoline, Diesel, Hydrogen and Electricity  SUPERIOR TWP., Mich., Nov. 15, 2017 – Hyundai Motor America today announced its commitment to debut eight new or re-engineered crossover utility vehicles (CUVs) in the United States by the year 2020 during a press conference at the Hyundai America Technical Center. Beginning with the launch of the Kona small CUV in March, this new lineup will encompass models from the A-segment (entry level) size class all the way up to the eight-passenger midsize class. Hyundai also will showcase its latest gasoline engine, diesel engine, hydrogen fuel cell and battery electric technologies in these vehicles.
      “Very soon we are going to have the most diverse CUV powertrain lineup in the industry,” said Mike O’Brien, vice president, product, corporate and digital planning, Hyundai Motor America. “These vehicles will show the engineering prowess of the more than 13,000 engineers Hyundai Motor Company has working on current and future models every single day. Our customers are going to have a lot of great CUV choices in our dealerships.”  
      Debuting at major auto shows including those in Detroit, New York and Los Angeles, this new fleet of CUVs will maintain Hyundai’s promise to make customer’s lives and driving experiences better. Further, Hyundai will be the only manufacturer offering CUV customers four different fuel choices.
      “The Kona is only the beginning of our product revolution for Hyundai,” O’Brien, added. “These vehicles are aimed squarely at the sales leaders in each segment and will emphasize Hyundai’s continued focus on sustainability and efficiency without compromising performance.”

      View full article
    • By William Maley
      Hyundai was caught off guard by the rise of crossovers with their car heavy lineup. This has caused their sales to fall down. But the Korean automaker is hoping to change that with the announcement of eight new or redesigned crossover models by 2020.
      The plan will begin with the launch of the Kona crossover in March and will include a wide range of models from a small A-segment model to 8-seat midsize model taking the place of the Santa Fe. There are also plans for an electric, hydrogen, and diesel powered models. The electric one is likely the Kona.
      “The Kona is only the beginning of our product revolution for Hyundai. These vehicles are aimed squarely at the sales leaders in each segment and will emphasize Hyundai’s continued focus on sustainability and efficiency without compromising performance,”  said Mike O’Brien, Hyundai Motor America vice president for Product Planning.
      Source: Hyundai
      Press Release is on Page 2


      Hyundai Motor America to Release Eight New Crossover Utility Vehicles by the Year 2020
      Vehicles will be powered by Gasoline, Diesel, Hydrogen and Electricity  SUPERIOR TWP., Mich., Nov. 15, 2017 – Hyundai Motor America today announced its commitment to debut eight new or re-engineered crossover utility vehicles (CUVs) in the United States by the year 2020 during a press conference at the Hyundai America Technical Center. Beginning with the launch of the Kona small CUV in March, this new lineup will encompass models from the A-segment (entry level) size class all the way up to the eight-passenger midsize class. Hyundai also will showcase its latest gasoline engine, diesel engine, hydrogen fuel cell and battery electric technologies in these vehicles.
      “Very soon we are going to have the most diverse CUV powertrain lineup in the industry,” said Mike O’Brien, vice president, product, corporate and digital planning, Hyundai Motor America. “These vehicles will show the engineering prowess of the more than 13,000 engineers Hyundai Motor Company has working on current and future models every single day. Our customers are going to have a lot of great CUV choices in our dealerships.”  
      Debuting at major auto shows including those in Detroit, New York and Los Angeles, this new fleet of CUVs will maintain Hyundai’s promise to make customer’s lives and driving experiences better. Further, Hyundai will be the only manufacturer offering CUV customers four different fuel choices.
      “The Kona is only the beginning of our product revolution for Hyundai,” O’Brien, added. “These vehicles are aimed squarely at the sales leaders in each segment and will emphasize Hyundai’s continued focus on sustainability and efficiency without compromising performance.”
    • By William Maley
      We're big fans of the Mazda6 here at Cheers & Gears. It offers a breath of fresh air in the midsize sedan class with sharp looks and excellent driving dynamics. One complaint we do have with the 6 is the lack of a more powerful engine. The 2.5L SkyActiv four-cylinder is an okay engine, but we found at times that we wanted a bit more oomph. Mazda seems to agree as they will be dropping the turbocharged 2.5 SkyActive four from the CX-9.
      This is part of "a thoroughly re-engineered and refined" 6 that will be debuting later this month at the LA Auto Show. Mazda isn't saying how much power the turbo engine will be on tap for the 6. The engine in the CX-9 produces 227 horsepower (250 hp when running on premium fuel) and 310 pound-feet of torque. We learned last year that the turbo 2.5L could fit into a number of Mazdas, including the 6.
      Other changes for the "thoroughly re-engineered and refined" 6 include a new front end similar to the CX-5 (new grille and headlight design), higher-quality materials for the interior, and new active safety features.
      Source: Mazda
      Press Release is on Page 2


      RE-ENGINEERED, REFINED MAZDA6 TO DEBUT AT LOS ANGELES AUTO SHOW

      November 15, 2017, HIROSHIMA, Japan — Mazda Motor Corporation announced today it will unveil a thoroughly re-engineered and refined Mazda6 sedan (known as Mazda Atenza in Japan) at the Los Angeles Auto Show. The company will hold a press conference at 10:30 a.m. (local time) on Nov. 29, the first of two press days. The show is open to the public from Dec. 1-10.
      The Mazda6 is the flagship of Mazda’s passenger car lineup. The development team’s goal for this round of updates, the third since the model was fully redesigned in 2012, was to enhance the daily lives of people who love cars, incorporating premium details and new engineering concepts and technologies based on Mazda’s human-centered design philosophy.
      The powertrain lineup adopts new technologies, including a cylinder deactivation system for the SKYACTIV-G 2.5-liter gasoline engine, to offer superior fuel efficiency and a performance feel crafted to match human sensibilities. In addition, the SKYACTIV-G 2.5T direct-injection turbocharged gasoline engine that debuted in the Mazda CX-9 crossover SUV has been added to the engine lineup in North America and some other markets. Producing torque on par with 4-liter V8, this engine offers an effortless performance feel that is equal parts composure and excitement.
      The concept behind the styling improvements is “Mature Elegance,” and the design team worked to raise the quality feel of both the interior and exterior, resulting in a look of greater maturity and composure. A new high-grade interior features Japanese Sen Wood, often used in traditional Japanese instruments and furniture, and other exclusive trim elements for an enhanced premium feel that is authentic to the brand. Overall the design is more distinctive, premium, beautiful and dignified, as befits the flagship of Mazda’s passenger car lineup.
      The updated Mazda6 offers a wider range of advanced i-ACTIVSENSE safety technologies which help the driver identify potential risks and reduce the likelihood of damage or injury. Mazda Radar Cruise Control (MRCC) can now bring the car to a standing stop and take off again when the car in front moves away, and the model also adopts Mazda’s latest 360° View Monitor. In combination with previously introduced safety features, these technologies allow drivers to enjoy superior safety and worry-free driving under an even wider variety of conditions.

      View full article
    • By William Maley
      We're big fans of the Mazda6 here at Cheers & Gears. It offers a breath of fresh air in the midsize sedan class with sharp looks and excellent driving dynamics. One complaint we do have with the 6 is the lack of a more powerful engine. The 2.5L SkyActiv four-cylinder is an okay engine, but we found at times that we wanted a bit more oomph. Mazda seems to agree as they will be dropping the turbocharged 2.5 SkyActive four from the CX-9.
      This is part of "a thoroughly re-engineered and refined" 6 that will be debuting later this month at the LA Auto Show. Mazda isn't saying how much power the turbo engine will be on tap for the 6. The engine in the CX-9 produces 227 horsepower (250 hp when running on premium fuel) and 310 pound-feet of torque. We learned last year that the turbo 2.5L could fit into a number of Mazdas, including the 6.
      Other changes for the "thoroughly re-engineered and refined" 6 include a new front end similar to the CX-5 (new grille and headlight design), higher-quality materials for the interior, and new active safety features.
      Source: Mazda
      Press Release is on Page 2


      RE-ENGINEERED, REFINED MAZDA6 TO DEBUT AT LOS ANGELES AUTO SHOW

      November 15, 2017, HIROSHIMA, Japan — Mazda Motor Corporation announced today it will unveil a thoroughly re-engineered and refined Mazda6 sedan (known as Mazda Atenza in Japan) at the Los Angeles Auto Show. The company will hold a press conference at 10:30 a.m. (local time) on Nov. 29, the first of two press days. The show is open to the public from Dec. 1-10.
      The Mazda6 is the flagship of Mazda’s passenger car lineup. The development team’s goal for this round of updates, the third since the model was fully redesigned in 2012, was to enhance the daily lives of people who love cars, incorporating premium details and new engineering concepts and technologies based on Mazda’s human-centered design philosophy.
      The powertrain lineup adopts new technologies, including a cylinder deactivation system for the SKYACTIV-G 2.5-liter gasoline engine, to offer superior fuel efficiency and a performance feel crafted to match human sensibilities. In addition, the SKYACTIV-G 2.5T direct-injection turbocharged gasoline engine that debuted in the Mazda CX-9 crossover SUV has been added to the engine lineup in North America and some other markets. Producing torque on par with 4-liter V8, this engine offers an effortless performance feel that is equal parts composure and excitement.
      The concept behind the styling improvements is “Mature Elegance,” and the design team worked to raise the quality feel of both the interior and exterior, resulting in a look of greater maturity and composure. A new high-grade interior features Japanese Sen Wood, often used in traditional Japanese instruments and furniture, and other exclusive trim elements for an enhanced premium feel that is authentic to the brand. Overall the design is more distinctive, premium, beautiful and dignified, as befits the flagship of Mazda’s passenger car lineup.
      The updated Mazda6 offers a wider range of advanced i-ACTIVSENSE safety technologies which help the driver identify potential risks and reduce the likelihood of damage or injury. Mazda Radar Cruise Control (MRCC) can now bring the car to a standing stop and take off again when the car in front moves away, and the model also adopts Mazda’s latest 360° View Monitor. In combination with previously introduced safety features, these technologies allow drivers to enjoy superior safety and worry-free driving under an even wider variety of conditions.
    • By William Maley
      Mitsubishi's lineup in the U.S. is very thin, but that will change soon as the Japanese automaker introduces the new Eclipse Cross and Outlander PHEV crossovers. This is part of an effort to boost sales 30 percent for the U.S. by 2020. While the focus for the U.S. will be on crossovers, Mitsubishi Motors CEO Osamu Masuko hinted that other products could be in the pipeline if they leverage their alliance with Nissan-Renault.
      In an interview with Automotive News, Masuko said the opportunity to launch new products will come after 2020. This is when Mitsubishi is expected to share powertrains and platforms with Nissan-Renault. One of those new products could be a sedan.
      "But we don't have plans to develop a sedan on our own. It wouldn't be just a rebadge. The design will be completely different. We would like to clearly differentiate our models and show the special characteristics of each company," said Masuko.
      We're wondering if this sedan could be the replacement for the aging Lancer compact or discontinued Galant sedan. Masuko said there are no concrete plans at this time for the sedan.
      Automotive News followed this up by asking if there is the possibility of a pickup truck for the U.S.
      "The pickups we make are not so big. But the American market requires big-size pickup trucks," said Masuko.
      "We are focused on developing pickups for non-U.S. markets such as [Southeast Asia] and the Middle East. So for the U.S., if there is an opportunity, we might get it from Nissan. We would like to consider if there are opportunities from within the Alliance."
      Source: Automotive News (Subscription Required)

      View full article
  • My Clubs

  • Who's Online (See full list)

About us

CheersandGears.com - Founded 2001

We  Cars

Get in touch

Follow us

Recent tweets

facebook

×