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Mazda on sales upswing in Europe but won't build there

Auto sales in Europe have been a tricky proposition for some years, but Mazda has seen some success on the backs of the CX-5 and new Mazda6. According to a report form Automotive News Europe, though, that doesn't mean we should be looking for the Japanese manufacturer to set up production operations there.
Mazda's European CEO, Jeff Guyton, explained to AN that "Our intention is to have manufacturing scale. That gives you scale economy and quality through repeatability." In other words, a big honking plant in one part of the world is preferable to a half dozen small factories building the same vehicles.
European sales for Mazda are up 5.4 percent in the first half of 2013, with 74,000 units sold. That kicked the Zoom-Zoom brand's market share up from one to 1.2 percent. Small gains, but gains nonetheless. According to Guyton, Mazda would need to sell 200,000 units of just one model in Europe for local production to make sense. Mazda's best European year saw 320,000 units sold across the entire range.

2014 Mazda6: July/August 2013

Our newest long-termer - the Soul Red 2014 Mazda6 seen here - arrived in my driveway at the end of June. Without hesitation, I immediately put it to work as a daily driver, carpool bus and family vacation sled, and it accomplished all of those tasks with aplomb. Now, more than 4,000 miles down the road, I am left convinced that Mazda's latest midsize sedan is one of the best in its segment.
During the past 60 days, I have subjected the Mazda6 to scorching travel across Southwestern deserts, wheezing climbs over 8,000-foot-high Sierra Nevada mountain passes and basking in the cool ocean breezes of Malibu. It traveled with four passengers and a full load of luggage from Los Angeles to Lake Tahoe, and it braved the bumper-to-bumper freeway congestion on a weekday trip down to San Diego. It accomplished everything that was asked of while hardly skipping a beat - it has only required a regular sip of unleaded fuel to keep it moving forward.

Mazda won't build new Mazdaspeed3 or 6 based on current models

It's sad news but not entirely unexpected: According to a Motoring interview, Mazda doesn't intend to build high-performance versions of the latest Mazda3 and Mazda6. Instead, it will wait for the next generations of those cars to arrive before applying the Mazdaspeed treatment. When the future performance models do eventually arrive, expect them to take a step upmarket compared to the last ones. In the meantime, the Japanese brand will focus its engineering resources on the next-generation Skyactiv engine family, according to Mazda's North American operations president and CEO Masahiro Moro. "Our research and development department is 100 percent focused on delivering Skyactiv generation two and if we don't have this we don't have any other derivatives," Moro told Motoring. Once the new engines arrive around 2017, Mazda's engineers can start to develop performance versions. "MPS or performance model or a sort of iconic model of the future will be a little bit later at this stage," Moro said. Moro is already thinking about the direction for the future performance vehicles. He calls the previous Mazdaspeed3 "childish" and thinks it's time to go a different way. "Mazda brand has become more mature, more upscale, more sophisticated, and we have a new transition of the brand to relate that direction," he said. Rumors last year suggested that Mazda might introduce a new Mazdaspeed3 (speculative rendering above) as a concept at the 2015 Frankfurt Motor Show. It would have reportedly used the CX-9's 2.5-liter turbocharged four-cylinder tuned to 295 horsepower and an all-wheel-drive powertrain. The vehicle never appeared, though. The current Mazda3 and Mazda6 arrived in 2014, so a new generation of each wouldn't arrive until around 2020. That would put Mazdaspeed derivatives at 2021 or later. In short, it will be a while. For customers that have the Driving Matters attitude now, Mazda still offers the award-winning MX-5 Miata as a convertible and soon with an impressive folding hardtop. Plus, Fiat will sell its own versions of the car with 160 hp. We wouldn't mind if Mazda turned up the heat a little by introducing something like the Racing concept from last year's Tokyo Auto Salon, though. Related Video: