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Mazda mulling furniture, designer goods in bid to command higher prices

Brands like Porsche and Ferrari make a mint every year by selling branded lifestyle goods like shoes, hats and even wilder items. Bugatti takes things to the extremes with things like its $84,000 belt buckle. These products not only make their respective companies some extra money, but they reaffirm their high-end design aspirations to wealthy buyers. However, the next firm possibly dipping its toe into this upscale pool is a bit more mass-market - Mazda.
That's right. The Japanese automaker best known among enthusiasts for its segment-defining Miata and rotary engines is considering its own line of luxury goods in the coming years called Mazda Design. The project is the brainchild of styling boss Ikuo Maeda, and according to Automotive News, he has backing from company CEO Masamichi Kogai. Although the green light isn't quite on yet, Maeda is already brainstorming. "Not only furniture, but I'd like to build a Mazda Design brand. That's my dream," he said to Automotive News.
The possible project is just one aspect of Mazda's move to become a near-premium brand. According to Automotive News, it wants to see higher transaction prices partially by offering more stylish design than its rivals. Launching a line of luxury goods is meant to communicate this new focus to customers.

Mazda teases CX-4 for the Beijing Motor Show

Mazda will unveil the CX-4 crossover at the Beijing Motor Show in late April, and the company's single teaser image (above) suggests the CUV might borrow styling cues from the larger Koeru concept. Mazda kept details about the CX-4 light for now but says in the announcement, "this is a new type of crossover SUV designed to help customers live more creative lives." The teaser photo offers some hints about the design. For example, the rear pillar comes to a point and features chrome accents, which are elements from the Koeru and production CX-9. The arching roof rail suggests a coupe-like shape because it arcs downward to the hatchback. The name also hints that this model slots between the CX-3 and CX-5 in the lineup, but the CX-4 appears to prioritize style over utility. We can't wait to get a better look because this picture doesn't offer much detail. The company will also show versions of the Mazda3 and Mazda6 for the China Touring Car Championship at the Beijing show. Related Video: Mazda to Debut New CX-4 Crossover SUV at Beijing Motor Show - Twelve models on display including new-generation Mazda3, CX-5 and Mazda6 - HIROSHIMA, Japan—Mazda Motor Corporation will debut the all-new Mazda CX-4 crossover SUV at the Beijing Motor Show.*1 The automaker's stand at the show will feature twelve vehicles, including new-generation models such as the Mazda3, Mazda CX-5, Mazda6, and race cars prepared for the Mazda-sponsored MZ Ruisi Racing Team competing in the China Touring Car Championship (CTCC). The CX-4 is the latest addition to Mazda's new-generation lineup of models featuring the full range of SKYACTIV Technology and KODO-Soul of Motion design. With a striking presence that sets it apart from other SUVs, the functionality modern users expect and Jinba-ittai driving thanks to Sustainable Zoom-Zoom, this is new type of crossover SUV designed to help customers live more creative lives. In addition to the CX-4, Mazda will display other vehicles and technologies that represent the brand. Mazda aims to enrich people's lives through a variety of touch points and become a brand that maintains a special connection with customers. *1 Also known as 2016 Beijing International Automotive Exhibition. Press days are April 25-26. Special invitation days are April 27-28. Open to the public from April 29 through May 4.

Mazda still really wants to bring diesels to America

Mazda's Skyactiv program has delivered much of what it promised for the brand's latest crop of products, namely great fuel economy and excellent driving dynamics. However, the Skyactiv diesel engine has yet to reach our shores. It's been promised ever since the new Mazda6 showed up here for the 2014 model year. According to a new report from Automotive News, Mazda's CEO Masamichi Kogai said that the Mazda Skyactiv D diesel powertrain is still set to make an American appearance. He told Automotive News that there is an internal timeline to get it to the States, and while he didn't reveal the timeline, he said he wants it to come here before he steps down as CEO. The powertrain is offered elsewhere, so it fits in the company's current vehicles, but the US has specific regulatory hurdles, and the engine's extra cost has to make sense from a sales and volume perspective. We doubt VW's diesel scandal helped the engine's sales pitch, either. Automotive News also reports that the next generation of Skyactiv designs and engines are also on their way and will advance and improve on the current generation's strengths. Engineers revealed to Automotive News that they expect a 30 percent improvement in efficiency and are developing an engine with the sky-high compression ratio of 18:1. This impressive ratio could be a further indication of Mazda's pursuit of homogenous charge compression ignition (HCCI) engines. Mazda has had plenty of success with its strategy of making very efficient internal-combustion engines, but there are some concerns that the company can only improve so much. The main worry comes from the company's lack of investment in hybrid and electric powertrains. Even Mazda's North American CEO Masahiro Moro expressed concern about meeting a 54.5 mpg mandate for 2025. That mandate will no longer take effect, but increasing fuel economy requirements will always be an issue. Related Video: