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Mazda sketches Koeru concept ahead of Frankfurt show

Mazda is giving us an early peek at the Koeru concept set to debut at the Frankfurt motor show. With a name derived from the Japanese word for "exceed" or "go beyond," the model is the latest evolution in the company's long-lived Kodo design language. Sketches tend to distort a vehicle's actual proportions, and the perspective on this one appears to be playing some visual tricks. Some things can't be hidden so easily, though. The Koeru appears to wear a more sharply angled version of Mazda's shield-shaped grille, and the headlights evolve the look of the CX-3 with an even narrower squint. The steeply raked rear hatch provides a coupe-like roofline, but we wonder if the angle is this pronounced in real life. Reports from last year suggest that a new CX-9 is on the way in 2016, and we could be getting a preview with the Koeru. Mazda is also purportedly developing a CX-7 successor. We should get a better idea if this show car represents either of those future CUVs when we can see it in the metal in Germany. MAZDA TO UNVEIL NEW CROSSOVER CONCEPT IN FRANKFURT Mazda Koeru features a distinctly powerful rendition of the KODO design theme Japanese carmaker aims to further raise benchmark in competitive SUV segment Hiroshima / Leverkusen, 7 August 2015. In a world premiere at the 66th 2015 Frankfurt International Motor Show (IAA), Mazda will reveal the Mazda Koeru, a new crossover SUV concept that makes a bold statement in an increasingly popular and competitive segment. Koeru, Japanese for "exceed" or "go beyond", is a fitting name for Mazda's latest venture into the growing crossover SUV market, where the company is again looking to surpass existing standards and raise the bar for performance, efficiency and overall value. With its formidable KODO – Soul of Motion design, the Koeru expresses the power and vitality of a predator along with a unique level of refined dignity. The full line-up of Mazda's latest SKYACTIV Technology, meanwhile, ensures outstanding dynamic performance, fuel economy and safety with no compromise to Mazda's patented driving fun. The carmaker will also display its new-generation model line-up in Frankfurt. Highlights include an all-new Mazda MX-5 complete with accessories as well as several SKYACTIV powertrains. Mazda's press conference takes place at 13:45 (hall 9.0, B16) on 15 September, the first of two press days. The IAA is open to the public from 17-27 September.

Mazda reveals new 'Game Changers' advertising campaign

Looking to highlight its unique and sporty mindset, Mazda is getting ready to launch its biggest advertising campaign since "Zoom-Zoom" became its tagline in 2000. The new campaign, entitled "Game Changers," will begin in May, and rather than focusing on its sporty past - like it did with Zoom-Zoom early on - the new ads will look at recent advancements made in building its future, including Skyactiv technologies and its new diesel race program, both of which involve its excellent new Mazda6 sedan.
As a part of the ads, Mazda will showcase game changers from the sporting world, including Dick Fosbury who changed how competitors perform the high jump and Laird Hamilton, who redefined how surfers attacked big waves. It doesn't sound like Zoom-Zoom is going away, but "Game Changers" will definitely feature heavily in the Japanese automaker's marketing moving forward. A few examples of the new ad campaign are posted in our gallery, and the press release is available below.

Why Mazda’s Skyactiv-X compression-ignition engine is a smart hedge bet

Mazda has cracked the code on a compression-ignition engine, called Skyactiv-X (which utilizes SCCI, or Spark Controlled Compression Ignition). That's a neat engineering accomplishment, sure, but why is the tiny company investing big dollars in fancy tech that's frustrated the much larger companies who've investigated it? In this case, Mazda is peering into a crystal ball to consider how best to flow with a few troubling tides. One is the premature handwringing about the death of the internal combustion engine, another is Europe's swing away from diesel engines. Skyactiv-X seems, at this juncture, a hedge bet against both aspects. EV infrastructure lags massively behind our petroleum infrastructure — no shock there. Mazda claims the tech will net 20-30 percent gains in fuel efficiency over its current gasoline engines and about matching its diesel engine. And that's without any onboard hybrid tech, so that staves off the inevitable necessity to fully adopt electrification for a while — this is assuming that, at some point, it won't be practical to sell a non-hybrid or non-EV. At what date that happens is open to debate, but as I said above, technology like this kicks that decision point down the road a bit. Mazda is here translating research dollars into time, allowing its engine factories a few more years of probably profitable production of internal-combustion engines before retooling, and before somebody needs to pour a massive amount of money into a broad EV charging infrastructure to replace gas stations. None of this is happening fast enough for a wholesale transition to EVs anytime soon. So, that's one bet hedged. The next is Europe's declining interest in diesel engines for mainly health reasons. Just about a week ago, The New York Times posted an excellent primer on this issue, which is somewhat controversial in Europe. Germany's auto industry, a huge portion of its economy, is heavily invested in diesel tech and seriously opposed to proposals in Britain and France to eliminate the technology, which creates unhealthy diesel particulate emissions. The German industry is hoping Band-Aids like pollution-reducing measures will help them, but after a massive and widespread emission cheating scandal, its credibility is at a nadir. It seems like consumers have sensed which way the wind is blowing, and it has hurt sales. The NYT reports that diesel sales in Germany alone — remember, bastion and originator of diesel technology — are down 13 percent.