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Mazda has right mix to chase 120,000 more US sales

The Mazda MX-5 Miata was named to Car and Driver magazine's Ten Best list for the eighth year in a row and for the fourteenth time overall. The CX-5 tops or comes in as runner-up on every AOL Autos staff poll we take on compact crossovers. The Mazda3 is a perennial favorite among auto critics. That's three clear, unquestioned winners in the Mazda showroom. So, why does Mazda seem to struggle sometimes for recognition and clarity in the marketplace?
For that, I chatted with Mazda North American Operations President, Jim O'Sullivan, who has run the outfit since 2003. O'Sullivan, a former Ford sales and marketing executive who came to Mazda from Dearborn, MI when Ford owned a controlling stake in Mazda, is one of the quieter, but very menchy, leaders in the industry whose longevity in the job speaks to the stability of Mazda.

2019 Mazda CX-9 Review and Buying Guide | Fun for the whole family

The 2019 Mazda CX-9 crossover is the biggest vehicle in the Japanese automaker's lineup, and the only one to offer a third row of seating. It has only one powertrain option, but offers a wide variety of other content across various trim levels. Many folks are drawn to Mazdas for their elegant design, affordability and driving dynamics that are sharper than most, and the CX-9 has all of that to a certain degree even if it's the biggest, most family-oriented one. Still, the CX-9 may be big for a Mazda, but it's one of the smallest in its segment in terms of third-row space and cargo capacity, so it may not be for every family. What's new with the Mazda CX-9 for 2019? Though largely unchanged from when this generation debuted for the 2016 model year, the Mazda CX-9 gets a few small changes for 2019, the biggest of which is the addition of Apple CarPlay and Android Auto compatibility, which is optional on its lowest Sport trim and standard on the Touring, Grand Touring, and Signature. The transmission has been retuned for a smoother, quieter driving experience. Thicker floor mats and headliner further help to make the car quieter. Each trim gets a little something new, too. Sport now offers an optional Sport Package, costing $1,290, with heated front seats, a power driver's seat, heated mirrors, lane-keep assist, adaptive cruise control and automatic emergency braking. Moving up to the Touring trim, the only other change is a frameless rear-view mirror. The Grand Touring trim gets a new 7-inch info screen in the instrument panel, along with new power-folding side mirrors and a 360-degree camera system. The top-level Signature trim gets new badges, rosewood interior trim, and accent lighting in the grille and around the shifter. Along with the new features, the CX-9 increases in price. The Sport trim costs a mere $150 more, the Touring and Grand Touring trims go up by $370, While the Signature jumps $1,050 compared to the 2018 model. What are the CX-9's interior and in-car technology like? The interior varies by trim level, but with Mazda making moves to grab customers from some of the luxury brands on its "path to premium," the higher grades do look and feel like a high-quality, comfortable place to spend time. It's a spacious interior with room enough for a third row. There are some rally nice materials in use, depending on the trim level, including Nappa leather and something called Santos Rosewood.

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.