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Mazda has right mix to chase 120,000 more US sales

The Mazda MX-5 Miata was named to Car and Driver magazine's Ten Best list for the eighth year in a row and for the fourteenth time overall. The CX-5 tops or comes in as runner-up on every AOL Autos staff poll we take on compact crossovers. The Mazda3 is a perennial favorite among auto critics. That's three clear, unquestioned winners in the Mazda showroom. So, why does Mazda seem to struggle sometimes for recognition and clarity in the marketplace?
For that, I chatted with Mazda North American Operations President, Jim O'Sullivan, who has run the outfit since 2003. O'Sullivan, a former Ford sales and marketing executive who came to Mazda from Dearborn, MI when Ford owned a controlling stake in Mazda, is one of the quieter, but very menchy, leaders in the industry whose longevity in the job speaks to the stability of Mazda.

2014 Mazda3 2.0L Hatchback officially rated at 40 mpg highway

The Environmental Protection Agency has spoken, and these are the miles per gallon numbers it has officially bestowed on the 2014 five-door Mazda3 hatchback with the SkyActiv-G 2.0-liter engine: 29 city, 40 highway, 33 combined when fitted with the six-speed manual; 30 city, 40 highway and 33 combined when equipped with the six-speed automatic.
Those numbers exactly match the fuel economy targets that Mazda had set for the car when optioned with the 2.0-liter Skyactiv-G with 155 horsepower and 150 pound-feet of torque. For comparison to other cars in the segment, the EPA numbers for the 2013 Honda Civic sedan are 28 city, 39 highway, 32 combined when its 140-hp, 1.8-liter four-cylinder is paired with the five-speed automatic. The Hyundai Elantra GT gets 27 city, 37 highway and 30 combined according to the EPA when its 148-hp, 1.8-liter four-cylinder is paired with either a six-speed manual or six-speed automatic transmission. The numbers for the 2014 Ford Focus aren't out yet.

Mazda hard at work on Skyactiv 2 engine technology

As Mazda continues the current rollout of its still-new Skyactiv technology, the automaker is already looking at improving its family of engines for even better fuel economy and emissions reductions. Automotive News reports that with stricter fuel economy and emissions regulations planned for 2020 and 2025 in Europe, Mazda will likely release engines with next-generation Skyactiv 2 technology by the end of this decade, and Skyactiv 3 units just five years later.
The latter is expected to focus on improved engine cooling and lessening energy losses, but the big news in AN's report is that the next-gen Skyactiv 2 engines will use Homogeneous Charge Compression Ignition, or HCCI. This type of ignition is very similar to how a diesel engine operates (with high compression and using the compression stroke for fuel combustion rather than spark plugs), a method said to provide a cleaner and more efficient fuel burn - to the tune of a 30-percent improvement in fuel economy compared to current Skyactiv engines. Other automakers, including Hyundai, have already announced they are developing HCCI powerplants with similar technology and characteristics, so Mazda likely won't be a lone wolf here.
Equipped with HCCI technology, Mazda figures to be able to compete with larger automakers in terms of fuel economy and emissions without resorting to hybrid powertrains, continuously variable transmissions or automatics relying on more forward gears (eight or more) for optimal efficiency. Some of the challenges of HCCI, according to AN, include the need for better engine cooling, risk of misfire at high and low rpm and uneven engine performance based on fuel properties.