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Mazda taps Americas head as CEO to raise game in its biggest market

TOKYO — Mazda has named the head of its Americas operations as its next president and CEO after its current chief steps down in June, as Japan's fifth-largest automaker seeks to boost profitability in North America, its biggest market. The company said on Friday that Masamichi Kogai will step down and be replaced by current vice president Akira Marumoto, who now oversees operations in the Americas. The changes are effective June 26 after Mazda's annual shareholders' meeting. Mazda, which has global annual sales of around 1.6 million vehicles, has enjoyed a run of rising vehicle sales, expanding in markets particularly in North America, which accounts for nearly 30 percent of total sales. But as one of Japan's smaller automakers and a tiny player globally, it faces growing competition in the United States, where market growth has slowed, and where the company's profitability has sagged due to higher discounting and slowing demand for sedans. The maker of the MX-5 Miata roadster and the reputed Skyactiv gasoline engines also faces higher costs to stay competitive in an industry which is being disrupted by new technologies, including self-driving cars and electric vehicles. Marumoto, a 38-year company veteran with a background in engineering who described himself as having a "strict" work ethic and admitted to being "short-tempered" at times, previously led Mazda's corporate planning and product strategy divisions before heading its Americas operations. He said that growing sales and improving profitability in the North American market would be his biggest priority, along with expanding the company's brand image as an innovative car maker. "Given the rapid changes occurring in the auto industry at the moment it's often asked whether a small company like us will be OK," Marumoto, 60, told reporters at a briefing in Tokyo. "But before we even consider this we need to show our strengths, and what makes us different if we want to grow our brand." Kogai, who became Mazda's president and CEO in 2013, will be following the footsteps of his two immediate predecessors who also held the top job for five years each. He will still be with the automaker and become its chairman, the company said. Earlier this year, Mazda announced that it would invest in a new, $1.6 billion plant in the U.S. state of Alabama as a joint venture with Toyota.

How Mazda got Skyactiv-X to work is incredible

"Take everything you know about engines and turn it around," Mazda North America Vehicle Development Engineer Dave Coleman says, patiently and with a look of benevolent pity, as he's quizzed about the particulars of the company's new engine. The Skyactiv-X engine is enigmatic — and deceptively simple in operation. And the bottom line for American consumers is that they'll be able to buy a car (or crossover; we don't know yet what vehicle will first get it) by late 2019 that provides diesel-like fuel economy but runs on regular old gasoline. In between diesel and spark ignition, but it's neither To truly understand it, you have to dive into the contradictions. Take that regular old gasoline: Contrary to common sense, the lower the octane, the better it works. In the lab, the Skyactiv-X engine loves 80 octane. The lowest Americans get is 87, so the engine is tuned for that octane. Go higher and you lose some low-end torque. Coleman was right. It's hard to wrap your head around an engine that thrives just at the point when most gas engines would aggressively self-destruct. It uses a supercharger to pump additional air — but not additional fuel. It uses spark plugs to start a combustion cycle that normally doesn't need a spark. And, quixotically, it's not displacing Mazda's own American-market diesel engine, currently languishing in a seemingly endless hell of regulatory approval. More bizarre: Mazda is a tiny automaker facing real existential headwinds, and gasoline compression ignition is a massive challenge. GM and Hyundai announced compression ignition, or HCCI, projects (full name, homogeneous charge compression ignition) to great fanfare, but they never amounted to a production hill of beans, crippled by reliability issues or horrible vibrations. Worse, they only worked at an unusably narrow range — low RPMs and low loads. HCCI research improved direct-injection gas and diesel engine technologies for these companies, but HCCI itself remains untamed. The benefits of lean combustion Why even try to tame HCCI? The answer is much better fuel economy and lower emissions. Less burned carbon-based fuel, less carbon dioxide released. That's simple. But there are some thermodynamic reasons for the lean combustion you can achieve with compression ignition that are worth explaining. The ideal amount of fuel for a conventional engine to burn is about a 14:1 air-to-fuel ratio. That lets every molecule burn nicely, in theory.

Laguna Seca getting another awkward name with WeatherTech sponsorship

According to the Monterey Herald, and also reported by Autoweek, Laguna Seca is getting a new title sponsor and as a result, a new name. The track is currently known by the official name of Mazda Raceway Laguna Seca, a less-than-elegant name that goes away soon because Mazda is ending its sponsorship on March 31. The newspaper reports that the new sponsor is WeatherTech, and the new name, arriving on April 1, adds a word: WeatherTech Raceway at Laguna Seca. We're not sure why it can't simply be known as Laguna Seca, since that's the name that sticks after the sponsors disappear. And we don't know why adding a word is better. Why would you add syllables to say and letters to type (insert lazy writer joke here)? It seems that those in charge of the track are happy with the deal, though. The Monterey Herald reports the deal is for five years of sponsorship at a cost of $5 million and that it's about two-thirds of what Mazda was paying. But the newspaper also reports that the track won't be providing the same track access that Mazda needed, and it may attract other automakers to the track when the track's name isn't partly that of a competitor. Related Video: News Source: Monterey HeraldImage Credit: Getty Marketing/Advertising Mazda Parts and Accessories Laguna Seca