2014 Mazda Mazda3 I Touring on 2040-cars

Auto blog

Premium design and diesels: Mazda may be the next VW

At the Chicago Auto Show, we had a chance to sit down with Jacob Brown, a Mazda PR representative, and Jacques Flynn, a lead exterior designer at the company, to talk about design and where the company is going. One of the themes of our discussion was the company's desire to move its lineup toward a more premium, upscale feel and image – both in terms of vehicle design and powertrains. We realized the company may be looking to take a page from Volkswagen's American playbook, positioning itself as a prime purveyor of affordable, upscale – and most importantly, fun to drive – automobiles. In the case of design, Flynn talked about how Mazda's KODO design language is going to evolve; that the goal is to simplify and refine the look. We discussed the CX-5 as an example of this evolution. Flynn pointed out that the goal was to add more refinement and simplicity, and showed how Mazda achieved this on the CX-5 by straightening the curves from the previous model to give it more visual length and a more taut shape. The grille also was given more depth and detailing, which isn't simplified per se, but does provide a more premium look. View 9 Photos Mazda's upcoming diesel engines are another piece to Mazda's premium puzzle. The company will finally offer a diesel on the CX-5. While Mazda planned not to use urea-injection, it finally resorted to the system so the engine could both meet performance benchmarks and emissions standards. In addition to the efficiency of the engine, Brown said that diesel engines have a premium nature for buyers. This is due in part to the luxury automakers that mainly offer them in the US, such as BMW and Mercedes-Benz, and to the fact that the technology will add some cost to the product. If all of this sounds familiar, it's because you know these characteristics used to describe Volkswagen: a company known for upscale, affordable cars, providing great driving dynamics – and formerly, for efficient and fun-to-drive TDI diesel engines. While we didn't touch on the driving experience of modern Mazdas in our interview, you can simply look at any of our reviews to see that we generally like what the company builds. The only downside is that we may have to wait a while for some models, and others may never show up here. Brown and Flynn both said that the Mazda2 is unlikely to be offered in the US as anything other than the Toyota Yaris iA, since it's hard to convince people that a subcompact is premium. No surprise there.

Mazda CX-5 diesel gets EPA fuel economy ratings

Mazda has been promising that it will bring the Skyactiv-D diesel engine to the United States pretty much since the last Mazda6 redesign for the 2014 model year. And even in the wake of delay after delay, the company has insisted it will happen. Well, it looks like we may not be far from the fulfillment of this promise, since the EPA and DOT's FuelEconomy.gov website now has numbers for the diesel-powered Mazda CX-5. What's surprising, besides the existence of hard numbers, is that those numbers aren't actually that big of an improvement over the gas engine. In fact, highway numbers are the same as the gasoline versions. The front-drive CX-5 diesel gets 31 mpg on the highway, and the all-wheel-drive one gets 30 on the highway. The diesel does see improvements in the city. The front-drive model gets 28 mpg versus 25 for the gas equivalent. The all-wheel-drive model gets 27 mpg rather than 24 for the gasoline version. Also concerning is the fact that the CX-5 diesel isn't the only diesel in the segment. The Chevy Equinox is available with a diesel, too, and while city mpg is about the same, it can hit 38 mpg with all-wheel-drive and 39 with front-drive on the highway. With this in mind, Mazda will probably market the engine as more of a performance upgrade, and maybe something with a bit of extra towing capacity. This is because the engine is expected to make a bit over 170 horsepower and 310 pound-feet of torque. The power number is a smidge below that of the 187 from the 2.5-liter naturally aspirated gas engine, but the torque number is much higher than the gas engine's 186 pound-feet. We've also reached out to Mazda for comment on this development. A representative offered no further comment beyond the company staying committed to diesels. Related Video:

Half of Chinese car buyers won't shop Japanese over hard feelings

The hard feelings between China and Japan is no real secret. Besides modern-day disputes, the two countries have had a long-running enmity that dates back to well before the atrocities of World War II. All things considered, then, it shouldn't be a shock that half of Chinese car buyers wouldn't consider a Japanese car. This survey, conducted by Bernstein Research, found that 51 percent of 40,000 Chinese consumers wouldn't even consider a Japanese car – which, again, isn't really surprising, when you consider stories like this. According to Bernstein, the most troubling thing is the location of these sentiments – smaller, growing cities where the population is going to need sets of wheels. We imagine it wouldn't be as big of an issue in traffic-clogged Shanghai or Beijing, but these small cities are going to become a major focus for automakers. "Nationalistic feelings are an impediment. [Japanese] premium brands will struggle," analyst Max Warburton wrote in a research note, according to The Wall Street Journal. Things will improve for Japanese makes, although China will remain a challenge, with Warburton writing, "the one thing that comes out most clearly is that most Chinese really want a German car. While we expect Japanese brands to continue to recover market share this year, ultimately the market will belong to the Germans." There are a few other insights from the study. According to WSJ, Japanese brands are viewed better than Korean brands, and they're seen as more comfortable than the offerings from Germany or the US, despite the fact that everyone in China apparently wants a German car. This is a tough position for the Japanese makes to be in, as there's really not a lot they can do to win favor with Chinese buyers. It will be interesting to see how this plays out, particularly as the importance of the PRC continues to increase year after year. News Source: The Wall Street Journal - sub. req.Image Credit: Kazuhiro Nogi / AFP / Getty Images Honda Mazda Nissan Toyota Car Buying