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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's first-quarter profit slumps on weak sales in U.S. and China

TOKYO — Mazda reported a 79% drop in quarterly operating profit, falling significantly short of estimates, as it continues to struggle with declining U.S. and Chinese sales, while a strengthening yen also cut into its bottom line. Operating profit at JapanÂ’s No.5 automaker was 7.0 billion yen ($64 million) in the first quarter ended June, versus around 33 billion yen a year ago and less than half of an average forecast for 18.5 billion yen from analysts polled by Refinitiv. Mazda, however, reiterated its forecast for a 33% rise in operating profit to 110 billion yen in the year ending March. ThursdayÂ’s profit announcement marks MazdaÂ’s poorest first-quarter operating performance since the June 2012 quarter. The automaker has been struggling with falling demand for its cars over the past year or so, while it is also recovering from flood-related damage to its factories in Japan that led to a quarterly loss in the July quarter of 2018. The Nikkei business daily on Wednesday had reported that operating profit at the company would fall around 70% for the quarter due to lower sales in the United States. Mazda posted global sales of 353,000 units for the quarter, down 12% from a year ago. Its sales in the United States, its biggest market, fell 15% to 68,000 units, while in China, Mazda sold 54,000 vehicles, down 21% on the year. A trade war between the top two economies and slowing growth in China, the worldÂ’s biggest auto market, have prompted a broad-based sales downturn in the global auto sector. Automakers are grappling with easing demand for cars just as they must invest heavily in new technologies including electric cars, autonomous driving technologies and ride-sharing services to survive a major industry shift away from car ownership. Many of MazdaÂ’s rivals at home and abroad have been reporting disappointing quarterly results, with Nissan and Ford also announcing job cuts and possible plant closures earlier this month. The United States is a key source of revenue for Mazda, but it imports all its vehicles sold there, exposing it to a threatened hike in U.S. tariffs on imported cars from Japan. To limit its vulnerability to possible tariffs and currency fluctuations, Mazda is investing in a new plant in the U.S. state of Alabama, a joint project with Toyota.

Mazda Skyactiv-X Review | The revolution begins with a squeeze-bang

The matte black Skyactiv-X prototype looks like a rough Mazda3, perhaps reconstructed after a bad wreck by an over-enthusiastic owner of a spot welder and lots of gaffers' tape. Ribbed ducts poke out of the dash sending two breaths of conditioned air to no one in particular. Even its revolutionary engine, the thing we're here to experience, is entombed in a massive, nondescript cover to mask its unseemly noises. It's a wild, strange way to meet a very unconventional vehicle that promises diesel-like fuel economy, a wide torque band, and an exotic method for burning less gas than ever before. It takes a few hours for Mazda's engineers to explain the fundamental principles of operation. For more detail, read our Skyactiv-X Spark Controlled Compression Ignition explainer, but here's a very brief overview. Skyactiv-X marries some traditional gasoline engine characteristics with a novel form of compression ignition called SPCCI. The key for Skyactiv-X is to use very high compression in the cylinder and an extremely lean fuel-air mixture. Squeezed right to the cusp of getting hot enough to blow up all on its own (which is very hard to predict), a squirt of extra gas and a spark interject to cross that compression-ignition threshold in a controlled and predictable manner. See the animation below: That takes a few essential components to get just right. One is a massive amount of computer processing power and some pressure sensors in the individual cylinders, because the ambient conditions change how and when these things happen. Skyactiv-X uses a clutched supercharger to pump in additional air when needed to nail the mixture precisely, and high-pressure injectors to get the low ratios of fuel to disperse properly in the chamber. And since it operates like a conventional gasoline engine sometimes, it uses valve timing to lower the very high compression ratio so it doesn't reach combustion ignition in that mode. In practice, the Skyactiv-X runs in compression ignition mode most of the time. In practical terms, that means it drives like a torquey gasoline Skyactiv engine. The torque curve is broad and flat — diesel-like in that respect. That also means it can get away with using a six-speed transmission and a lower final drive for better response. There's enough grunt and economy together that Mazda can let the engine spin faster — at 60 mph, it's running at roughly 1,000 more RPM than a similar gas engine, with greater efficiency.