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Premium design and diesels: Mazda may be the next VW

At the Chicago Auto Show, we had a chance to sit down with Jacob Brown, a Mazda PR representative, and Jacques Flynn, a lead exterior designer at the company, to talk about design and where the company is going. One of the themes of our discussion was the company's desire to move its lineup toward a more premium, upscale feel and image – both in terms of vehicle design and powertrains. We realized the company may be looking to take a page from Volkswagen's American playbook, positioning itself as a prime purveyor of affordable, upscale – and most importantly, fun to drive – automobiles. In the case of design, Flynn talked about how Mazda's KODO design language is going to evolve; that the goal is to simplify and refine the look. We discussed the CX-5 as an example of this evolution. Flynn pointed out that the goal was to add more refinement and simplicity, and showed how Mazda achieved this on the CX-5 by straightening the curves from the previous model to give it more visual length and a more taut shape. The grille also was given more depth and detailing, which isn't simplified per se, but does provide a more premium look. View 9 Photos Mazda's upcoming diesel engines are another piece to Mazda's premium puzzle. The company will finally offer a diesel on the CX-5. While Mazda planned not to use urea-injection, it finally resorted to the system so the engine could both meet performance benchmarks and emissions standards. In addition to the efficiency of the engine, Brown said that diesel engines have a premium nature for buyers. This is due in part to the luxury automakers that mainly offer them in the US, such as BMW and Mercedes-Benz, and to the fact that the technology will add some cost to the product. If all of this sounds familiar, it's because you know these characteristics used to describe Volkswagen: a company known for upscale, affordable cars, providing great driving dynamics – and formerly, for efficient and fun-to-drive TDI diesel engines. While we didn't touch on the driving experience of modern Mazdas in our interview, you can simply look at any of our reviews to see that we generally like what the company builds. The only downside is that we may have to wait a while for some models, and others may never show up here. Brown and Flynn both said that the Mazda2 is unlikely to be offered in the US as anything other than the Toyota Yaris iA, since it's hard to convince people that a subcompact is premium. No surprise there.

Autoblog Podcast #396

Episode #396 of the Autoblog Podcast is here, and this week, Dan Roth, Steven Ewing, and Chris Paukert talk about the 2016 Mazda MX-5 Miata, the 2016 Jaguar XE, and the 2015 Lexus RC. We start with what's in the garage and finish up with some of your questions, and for those of you who hung with us live on our UStream channel, thanks for taking the time. Check out the rundown below with times for topics, and you can follow along down below with our Q&A. Thanks for listening!
Autoblog Podcast #396:
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Mazda Kai concept hints at a more muscular, refined Mazda3

Mazda is packing some serious punch for the Tokyo Motor Show, unveiling a stylish hatchback it's calling the Kai Concept to go along with the earlier reveal of the show-stopping Vision Coupe. The compact five-door concept heralds a new generation of cars for the Japanese automaker, which is best known for making sporty, smallish and well-designed vehicles — such as the Mazda3, from which this concept derives its design direction. This version smooths over most of the Mazda3's sharp body creases in favor of smooth, undulating body panels that dramatically reflect light and reflect Mazda's KODO design language. It also gets more narrow, aggressive-looking headlights and a unique overhead profile, with two panes of glass that continue from the windshield and are intersected by a solid-color center, like a U-shaped moonroof. The Kai is powered by a next-generation Skyactiv-X combustion engine, which uses Mazda's proprietary compression ignition system to give the gas-powered engine the fuel efficiency, torque and initial acceleration response of a diesel powertrain. Which is encouraging, considering the Mazda3 already delivers impressive fuel economy. Inside, the concept hints at more refinement, with streamlined chrome accents popping from the black dash and interior panels. It all rests on Mazda's Skyactiv Vehicle Architecture that reflects human-centered design philosophy in everything from redesigned seats to maintain the spine's natural "S" curvature, to NVH tweaks to encourage a quieter, more comfortable ride. Mazda has said it plans to put this concept into production, but there's no word yet on when exactly that will be.Related Video: