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Mazda sells 10 millionth car in the US, does something special

When Lauren Carter of Glen Ellyn, IL was in the market for her first car, she went for a Mazda3. Not a bad choice, but not necessarily remarkable on the surface. After all, Mazda sold 123,361 of them here last year alone. What she didn't know was that the car she bought was the 10 millionth Mazda had sold in the US over the course of its 43-year history here, since selling its first rotary-powered R100 here in 1970.
Rather than let the occasion pass with nothing more than a press release (like the one below), Mazda gave Lauren a brand-new 2014 Mazda3 to replace the 2013 model she had bought. Which is a nice gesture, of course, but also enables Mazda to hold on to the landmark 10,000,000th car in its heritage collection.

Mazda, Suzuki, Yamaha — more vehicle data fabrication found in Japan

TOKYO — Mazda, Suzuki and Yamaha improperly tested vehicles for fuel economy and emissions, the Japanese government said on Thursday, revealing fresh cases of compliance failures by manufacturers. The results came to light after the Japanese government had ordered the automakers to check their operations after revelations of improper testing at Subaru and Nissan last year. The conduct of automakers globally has come under intense scrutiny after Germany's Volkswagen AG admitted in 2015 to installing secret software in hundreds of thousands of U.S. diesel cars to cheat exhaust emissions tests, and that as many as 11 million vehicles could have similar software installed worldwide. In the Japanese cases, the carmakers have not broken any laws or prompted massive recalls. But a growing list of improprieties has tarnished the image of the country's manufacturing industry for high-quality products and efficiency. Suzuki, Mazda and Yamaha cleared vehicles for emissions or fuel efficiency even in cases where they were tested under invalid conditions, the ministry said in a statement. The errors related to slight deviations in the speed of the vehicles during testing that should have invalidated the test results. The automakers examined tests they had conducted over different periods of time, and in Suzuki's case they stretched back to 2012. None of the automakers found significant problems with actual emissions and fuel economy performance of the vehicles, which were destined for sale in Japan, and do not plan any recalls. Suzuki, Japan's fourth-largest automaker, said that of 12,819 sample vehicles tested for fuel economy and emissions since June 2012, around 50 percent of them had been inspected improperly. "I deeply apologize and will lead efforts to prevent recurrence," Suzuki Chief Executive Toshihiro Suzuki told a news conference. Mazda said there were irregularities in 4 percent of similar inspections on its cars, or just over 70 vehicles. In Yamaha's case, irregularities were found in 2 percent of inspections, or just a handful of vehicles. Both Mazda and Yamaha apologized. Suzuki and Yamaha shares fell 6 and 5 percent, respectively, and Mazda shares were down 1 percent, underperforming a steady benchmark Nikkei average. In July this year, Nissan admitted it had improperly measured exhaust emissions and fuel economy for 19 vehicle models sold in Japan.

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.