Mazda will grow its sales globally by over 40 per cent in the next five years, with Australia continuing to lead the way as a ‘Best Practice' operation. That's the message for Mazda Chairman of the Board, President and CEO, Takahashi Yamanouchi.
In Sydney to publicly rip the sheets of the new BT-50 light-commercial, the Mazda global head outlined the Japanese brand's targets to a small gathering of automotive media on the eve of the Australian International Motor Show. He says by March 2016 (March is the end of the Japanese fiscal year) the company will sell around 1.7 million cars per annum. Australia will account for better than 100,000 of those, with the lion's share of growth, from the marque's current level of just under 1.3 million units, coming from the Chinese and US markets.
Mazda enjoys better than 8.0 per cent share Down Under, almost double its share in the domestic Japanese market. Yamanouchi says the local operation is "best Practice" in the Mazda world.
In the USA Mazda's share is currently around 2.0 per cent, in China even smaller. However with the bulk of growth set to take place in the small passenger car and compact SUV segments in the world's two largest markets, the company is well positioned to significantly increase volume if not share, Yamanouchi-san says.
The company's new SKY range of engine and powertrain technologies will be key to the brand's growth and differentiation, Yamanouchi says. Set to roll out in the Japanese market and then the USA before coming Down Under next year, the combination of direct-injection petrol and diesel engines and new high-efficiency transmissions promise to deliver fuel economy and emission reductions commensurate with a step down of one or more vehicle class sizes.
By way of illustration, Yamanouchi stated a combination of SKY technologies installed in a Mazda6 sized vehicle would yield fuel economy that matched the current Mazda2. A full SKY-equipped Mazda2 could have economy of close to 3.0L/100km, he opined.
The Mazda boss says Australia will see the first SKY engines in 2011 – likely a SKY-G direct injected petrol engine in a Mazda3. It's the Carsales Network's understanding that Mazda will move to debut auto stop start (iStop in Mazda speak) into selected Mazda3 models asap. The feature is already offered in Europe. The first full SKY car Down Under will be in a new Mazda6 in 2012 – and it will be a diesel!
Yamanouchi ruled out any plans to resurrect the Eunos badge or launch any large scale offshoots to meet the 2016 plan. Instead he says Mazda will seek to meet its volume targets with existing plant infrastructure and growth within existing markets. Any substantial emerging (geographical) markets will yield incremental growth beyond the 1.7m target he says.
In light of this it's Yamanouchi's desire that the brand positions itself correctly in the long term.
"We need to go forward and cut our suit according to the cloth," the 43-year Mazda veteran quipped.
"We see Mazda sitting very much at the upper level of the non-premium brands. We have no plans or in fact even any thoughts to do another Eunos."
He says high technology such as the brand's new SKY engines and transmissions and ongoing commitment to its Zoom Zoom philosophy of driver focused vehicles will ensure the brand is protected from the dual perils of cheap brands moving upmarket and premium brands moving into mass market segments.
"Despite a difficult environment [since the GFC] we have not made any knee jerk reactions. We continue with our consistent brand development."
New technology, marketing and developing its dealer networks are Mazda's protection against the squeezing, he says.
Eight years after its adoption Zoom Zoom is still the company's mantra – and will not change, Yamanouchi says.
"There is nothing after Zoom Zoom… Just an evolution of Zoom Zoom.
"Three years ago we added ‘Sustainable' to our Zoom Zoom philosophy. The intent was to express environmentally friendly development as well as safety consciousness. [But] it is not good enough to just develop engines and transmissions and the like that are just good for emissions, etc. [They must] Provide good driving feel and [a feeling that they are] nimble. In this respect they must always respect our Zoom Zoom DNA."
In the face of wide and growing demands on Mazda's standalone R&D resources, Yamanouchi says rotary remains very much part of Mazda's future.
"I joined Mazda in 1967 when the first Cosmo was released. I joined because of [the excitement] rotary created. Next year and every year new people will join Mazda because of the rotary engine… Many new recruits mention this."
While Yamanouchi implies rotary's compatibility with hydrogen fuel is reason enough to continue its development he says we will not have to wait for a hydrogen economy to experience the next generation of Mazda's trademark engine.
"A [high efficiency] gasoline rotary is on its way," he confirms… "Please wait for it…"
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