Mazda to focus on mainstream

Mazda might be teasing a return to RX sportscar nirvana and talking up EVs, but don’t expect a proliferation of niche or bespoke models any time soon.

Especially not Down Under.

Speaking to motoring.com.au at the recent Global Tech Forum at Mazda’s European development centre at Oberusel, near Frankfurt (Germany), senior Mazda Australia executives were conspicuously sticking to the “steady as we go” script. With one exception.

Australia will be one of the first markets to be offered the innovative SKYACTIV-X compression ignition petrol engine technology debuted in Oberusel, in the form of the new fourth-generation Mazda 3.

That in itself should be proof of Mazda’s continued mainstream focus.

Much ado has been made about the recently revealed seven-seat CX-8 crossover and Mazda’s head office executives have confirmed battery electric vehicle, range-extender and plug-in hybrids (PHEV) are on the 2019-2021 new car cycle plan, but the reality is none of these cars are confirmed for Australia.

Mazda Australia has been successful in part due to its focus on key mainstream models. Its CX-5 and CX-9 medium and large SUVs are cases in point. The 5 is the best seller in its segment year-to-date (VFACTs August), while the 2016 carsales.com.au Car of the Year CX-9 is fifth but is significantly more successful than the car it replaced.

The potential entry of the CX-8 is therefore potentially a double-edged sword for the brand. While it would give Mazda a turbo-diesel seven seater (the larger CX-9 is petrol-only), what incremental sales would it deliver?

That’s the question Mazda is asking itself. Indeed, Mazda Australia execs told motoring.com.au that their key concern with CX-8 was the potential for segments of the buying public to confuse Mazda’s urbane diesel seven-seat SUV with outback-ready ute-derived 4x4 turbo-diesel wagons, such as the Ford Everest.

With limited development resources, Mazda head office is being disciplined in terms of vanity projects too, insiders reveal.

While the boffins would dearly love to fast track the next rotary-engined sportscar, the focus of rotary development is on delivering an efficient, compactly-packaged engine to pair with a generator as a range-extender for upcoming electrified Mazdas.

At the Oberusel workshop, Mazda’s global R&D boss, Kiyoshi Fujiwara, was committed to debuting a production EV with the option of a rotary range-extending system in 2019. This vehicle is vital for the company in its domestic Japanese market as well as EV-mandated zones including California.

Australia's place in the roll out remains unknown.