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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.

Remember that diesel Mazda has been promising? It's coming in the CX-5

Mazda has been talking about bringing a diesel to the US since the current Mazda 6 debuted. It's been delayed, delayed some more, and then seemingly forgotten, but now comes word that the diesel four-cylinder will arrive here in the second half of 2017. It's just coming in the CX-5 first, not the 6 sedan. The diesel in question is Mazda's Skyactiv-D 2.2-liter four, which makes 173 horsepower and 310 pound-feet of torque in other models. Putting it in a small crossover makes some sense, especially considering the recent announcement of a diesel Chevy Equinox. It's good news for choice and another sign that the diesel scandal brewhaha's effect on diesel decisions is blowing over. If it works in the CX-5, we may see this option spread throughout the Mazda lineup. Now if only someone could make a case for that rotary... Related Video: Featured Gallery 2017 Mazda CX-5 View 9 Photos Green LA Auto Show Mazda Crossover Diesel Vehicles mazda cx-5 2016 LA Auto Show

Mazda planning 'aggressive' dealer shakeup

Mazda has set an ambitious goal of selling 400,000 units by the end of the 2015 Japanese fiscal year in March 2016, and to do that, it's going to need to take some aggressive action. That means that underperforming members of its 637-showroom strong dealer network are about to get the axe.
The purge won't just be limited to dealers that aren't performing, though. Mazda will seek to consolidate poorly located dealers and build new showrooms in better locations. It still isn't clear how many dealers are being targeted or at what point Mazda would end its cull.
This consolidation of dealers is all part of a one-two punch for the Japanese brand, that will also see increased marketing efforts in 35 key areas. Of those markets, Mazda is placing a special emphasis on New York and LA, although there's not much mention of what other regions are being looked at.