Mazda still pondering 'CX-4'

The future of an all-new Mazda SUV to be called either CX-4 or CX-6 appears to depend only on available production capacity.

Mazda's Hiroshima 'mother' plant, which produces the CX-5 and CX-9, is currently running at full capacity to meet demand, which is only expected to increase after Mazda releases its new CX-9 early next year.

The additional SUV is most likely to be based on the CX-5 – and therefore built alongside it in Hiroshima -- since the Koeru concept that previews it shares the same 2700mm wheelbase, but is significantly shorter, wider and lower at 4600mm long, 1900mm wide and 1500mm high.

Although some Mazda insiders insist the Koeru merely hints at the next-generation CX-5 due in 2017, the company's global president and CEO Masamich Kogai made it clear to motoring.com.au that an all-new coupe-style SUV was coming from Mazda – the only question is its position within the car-maker's existing three-model SUV range.

"We have not yet decided what sort of volume [segment] we are going to launch," he said.

"We are still in the stage of gathering customers' feedback. We understand also the trend of the SUV [is] growing -- we now have CX-5 and [are] also launching this new CX-9 -- but at the same time we came up with this sporty-looking SUV, so that is another genre that we are studying."

Kogai's comments reflect those Mazda's global marketing chief, Masahiro Moro, who told us at the Koeru's Frankfurt show debut in September that the new crossover's exact position within the Mazda range remains "subject to study".

"I think CX-4 or CX-6 – whatever you call it – this would be a more sportier, sophisticated execution [than CX-5]," he said. "We have bundled architectures and we can use any powertrain, so we can define the sweet spot within the product portfolio."

Moro said the CX-4/6 will create a bridge between the Mazda3 and CX-5, in response to seemingly unstoppable demand for sporty SUVs.

"We did some studies of customers who own conventional [sedan/hatchback] body styles. They are still seeking a new body style solution," said Moro at Frankfurt.

"Our products and sales have been very heavily reliant on Mazda3, particularly five-door customers, but those customers may go in a new direction.

"So that is the thinking behind this new crossover concept – we are testing how this study model gets feedback to see if this is a useful model to add tour product portfolio.

"In general Mazda3 five-door customers are looking for a sportier execution. CX-5 is a good car but still may be seen as a very conventional SUV. They may not be satisfied."

Hatchback models account for the lion's share of Mazda3 sales, which are second only to the Toyota Corolla in the Australian new-vehicle market.

However, Mazda3 sales have eroded by the CX-5 since 2012, just as this year's all-new CX-3 has undermined Mazda2 sales.

But the Koeru will further hedge Mazda's bets, by increasing the number of models that contribute to its volume base, even if there is a level of sales cannibalisation between them.

The CX-4/6 would have few direction competitors, except perhaps Nissan's QASHQAI, the more stylish sister model the boxier X-TRAIL mid-size SUV, which outsells it almost two to one.

The question now appears to be when, not if, the sleek Koeru crossover reaches production.

As reported by motoring.com.au this week, Mazda is investigating the possibility of expanding its overseas production facilities in Thailand, China or Mexico to meet increasing global demand, but that's at least three years away.

"For this fiscal year our target is 1.5 million units, and we are looking [to expand this to] 1.65 million units in three years' time," said Kogai.

"To achieve that volume, we are not going to construct or build new plants. When we achieve this volume, then we are going to consider if we need to increase our capacity.

"It's probably not going to be Japan, because we need to improve our strength against the exchange rate changeability.

"At the moment we have plants in Thailand, China and Mexico, and on all these plant sites we have enough space to be able to build another building. Those sites have high potential."

Our sources insist Mazda's all-new CX-4/6 will be in showrooms before the MkII CX-5 appears in 2017 – when it kicks off another Mazda model range renewal – but Mazda's global chief says the production issue gives the Japanese car-maker time to decide the market positioning of the Koeru.

"We'd like to take time to make a decision on that because the plant where we produce the CX series is actually running at full capacity, so we're going to have to consider it very well," he said.