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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.

2014 Mazda6 earns Popular Mechanics' 'Car of the Year'

Ring one up for Mazda. The Japanese brand's midsize offering, the Mazda6, has been named Popular Mechanics' Car of the Year. The 6 received a comprehensive reworking for the 2014 model year that saw it adopt sleek, sexy sheet metal; a clean, logical interior; and powertrain technologies that allow it to net some of the best fuel economy available in a gas-powered, non-hybrid sedan.
Popular Mechanics praised the 6's Skyactiv 2.5-liter, 184-horsepower engine, as well as its agility and responsiveness during testing. It also remarked on the functional, but well designed cabin, and the degree of available technology.
"The Mazda6 really impressed us with how well it delivers so many things modern car owners want: great mileage, fun road-handling, upscale features and looks - and remarkable value," said Jim Meigs, Editor-in-Chief of Popular Mechanics.

Sorry, rotary fans, Mazda's RX Vision probably won't happen

Mazda is doing a lot of things the right way in this age of beige-ness. It just crammed a turbocharged inline-four into the improved CX-9, a bold move unto itself, and one that should also be heartening for Mazdaspeed fans. Wouldn't that engine make for a swell Mazdaspeed3 or Mazdaspeed6? There's a reasonable ray of hope there, but not necessarily a guarantee. The RX Vision, though, is a pipe dream. Mazda is smart to keep the rotary dream alive. It's smart to keep developing it in back rooms and to keep the idea on the public's mind. Credit where credit's due: Mazda has solved some of the stickiest issues the rotary engine has, through savvy engineering and perseverance. We've seen promising patent filings for the Skyactiv-R engine, which is supposed to be found in the RX Vision concept. Mazda uses every opportunity to remind us that development is continuing and that the company would love to bring a rotary-powered sportscar to production. I believe it. But the RX Vision is just a design study. And there are some harsh realities about rotary engine emissions and fuel economy standards that are difficult for modern piston engines to achieve without expensive componentry. Emissions and fuel economy are both bugbears of the rotary, in case you've forgotten. And that explains Mazda's interest in running rotaries on hydrogen, but down that road lie infrastructure challenges as daunting as making a gasoline-powered rotary burn as clean as one of Mazda's Skyactiv piston engines. All this is meant to put Mazda's recent comments to Top Gear in context. Mazda's design director, Kevin Rice, spoke to TG at the Concorso d'Eleganza Villa D'Este, and was waving Mazda's rotary flag quite enthusiastically. "In the back rooms at Mazda, we're still developing it," Rice said, "and when the world's ready to buy another rotary, we'll be ready to provide it." I'd like that to be a comforting statement, but given the realities of fuel economy and emissions regulations and Mazda's position in the market, it seems like a hollow platitude. "When the world's ready" is just another way of saying "when we solve the fundamental issues with this engine layout, and there's an unambiguous market study that shows we can build these cars and make a profit, we'll consider it." That seems like a lot of "ifs". Perhaps Mazda does have a clean-burning, efficient, cheap-to-produce rotary running on an engine dyno in Hiroshima, and it's prepping an RX-9 for the next auto show.