2009 Mazda 5 Sport Mini Passenger Van 4-door 2.3l on 2040-cars

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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.

Mazda6 diesel delayed until April

Diesel enthusiasts waiting on the new Skyactiv-D-powered Mazda6 will have to wait a bit longer. The shapely fuel-efficient four-door has just had its North American launch pushed back to April, due to delays in emissions testing. Mazda had originally planned to launch the Mazda6 diesel before the end of this year, making the four- to five-month delay a rather serious one.
Mazda's senior vice president of US operations, Robert Davis, told Mazda employees in a letter obtained by Automotive News that, "final certification testing - the results of which are looking encouraging - is taking longer than we had initially expected." Following this letter, Mazda made an official announcement:
"The on-sale date for Mazda6 SKYACTIV-D clean-diesel has been moved to late-Spring 2014, to accommodate final emissions testing and certification. We are pleased with the ongoing development and are excited to launch this much-anticipated vehicle in North America. 2014 Mazda6 sales continue to exceed both our expectations and our production abilities, and supplies of the car are short at dealers across the U.S. More information on the SKYACTIV-D clean diesel Mazda6 will be available closer to the on-sale date."

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.