Mazda is transforming and maturing beyond “zoom zoom” with new styling and tech. The carmaker is keeping heritage alive with the rotary engine, which also serves as a nod to the future as a range generator for upcoming electric vehicles. We talked to North American CEO Masahiro Moro about the road ahead.
Where do you want to take the Mazda brand in North America?
We are moving away from a commodity discount brand to a more emotional and premium style. We strive to provide a great car with beautiful design, craftsmanship, driving dynamics. We are working with dealers to provide better customer experience, upgrading facilities, and we changed the marketing strategy, new campaign, digital focus, all to bring Mazda to an emotional brand rather than just a functional, rational brand.
Is the manual transmission still alive and well at Mazda?
Of course. We couple it with all-wheel drive on the new Mazda3 to provide the best driving experience.
Why does the Mazda3 get all-wheel drive for the first time?
To provide a very unique driving experience. We have four-wheel drive capability for crossovers but not sedans yet. But the new-generation architecture can accommodate four-wheel drive functionality for a small sedan; hatchback, as well.
Will you expand AWD across the lineup in the U.S.?
My intention is yes. It is much safer in all road conditions and is fun to drive.
That means adding it to the Mazda6 in the future, but not the MX-5?
Yes, everything but the MX-5. Probably Miata we’ll keep rear-wheel drive. All-wheel drive doesn’t make sense.
Do you still see a place for cars today?
Absolutely. I understand people moving from sedan to crossover, but is the sedan market disappearing completely? I don’t think so. The customer who loves driving loves sedans.
What is your car/CUV mix right now, and will it change?
I think now in the U.S. it is close to 60 percent crossovers? I think it will grow to over 70 percent, especially as we are planning to build a new crossover at the Alabama plant from 2021. That crossover will be in addition to the current lineup. It will be very small, compact-ish.
How is that Mazda-Toyota plant coming?
Production starts in the middle of 2021. Capacity is split: 150,000 for each, so in total 300,000. It’s a big project. We established Mazda Toyota Manufacturing, U.S.A. We are investing $1.6 billion from two companies.
Just one Mazda vehicle will be built there?
Yes. It is a huge plant, plenty of space [to expand if necessary].
Will it have two separate body shops and one paint shop?
Yes. But the Toyota paint system and the Mazda paint system are different. So I think the discussion is about, not the layout, but what kind of paint system we’re going to use.
Are you still planning diesels for North America?
ARB gave us the official certificate in November.
When do we actually see engines?
In the not-distant future.
Will the Mazda3 have a diesel?
Globally. Not for North America.
Are there still plans to offer the Mazda6 with a diesel here?
We have been working on that, because we do have a very good diesel engine with the CX-5. We have to go through the same validation process.
Skyactiv-X compression-ignition engine will come later for North America?
I think the European market would take it first. It makes sense to start with countries where CO2 compliance is very tough. Right now, in the U.S., Mazda doesn’t need that kind of technology for the sake of CO2 compliance, so I have a little free hand to decide when we introduce that technology to the USA. It will not be in the 2019 model year; 2020 or later is in consideration right now.
Do you see turbos coming for other future products?
Right now, we have a CX-9, CX-5, Mazda 6.
No plans for a Mazdaspeed 3?
No. Our products are maturing. For example, we have a turbo for CX-5, so we did not make a Mazdaspeed 5.
When does the rotary engine come back?
We are using rotary capability for a range extender. Mazda is a technical party in an electric vehicle platform [with Toyota, Denso, and Subaru]. We provide our rotary engine as a generator. We are thinking of the introduction of Mazda’s electric vehicle in 2020. Generating electricity with a small gas tank so the customer is not concerned about not having a backup.
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