Mazda: 'green' motoring to more customers

Mazda executives believe the company's focus on making existing internal combustion engines more efficient -- before support of hybrid or electric vehicle programs -- is the best way of offering enviro-friendly motoring to the masses.

Speaking at the launch of the SKY powertrain release in Tokyo, Mazda boss Takashi Yamanouchi declared hybrid and full-electric vehicles would not reach as many potential green-oriented consumers as would his company's renewed focus on IC engine efficiency.

Yamanouchi argues hybrid vehicles and especially electric vehicles are out of reach for the average buyer.

In the case of the latter option, he says battery infrastructure costs will prevent EVs from making a significant impact on the market. This is in contrast to the likes of Nissan-Renault's Carlos Ghosn, who believes vehicles like the upcoming LEAF will become mass market cars, making at least five per cent of global sales soon after introduction.

Mazda's formula is to refine current IC engines including diesel offerings with economy and CO2 emissions ratings to rival hybrid options currently on the market.

Mazda will introduce its SKY powertrains from 2011. The SKY range includes direct-injection petrol and 'clean' diesel engines, and an automatic transmission designed for improved efficiency.

The engines and auto are part of Mazda's drive towards its "Sustainable Zoom-Zoom" campaign, whereby the company is aiming to improve fuel economy of its global fleet by 30 per cent (versus the 2008 range), by 2015.

Only after fully exploiting these options will Mazda examine hybrid technology, said Yamanouchi.

Even after significant investment in hybrid options like the Prius, "Toyota only has maybe 15 per cent [hybrids in its own lineup]", he said. "And in terms of a global automotive brand, it's just near two per cent.

"So that means there's around 98 per cent of the market we can focus on," he reasons. "When the market changes, we'll be able to follow it."

Yamanouchi suggests public demand is making only a slow shift towards hybrids and Mazda will "respond effectively" if demand increases. He says the company anticipates it will need to develop a hybrid option early next decade.

Meanwhile, Mazda is continuing hydrogen-fuelled rotary engine (HRE) development via its RX-8 program in Norway and HRE hybrid design as used by the Premacy.

The SKY powertrain was demonstrated at the Tokyo show in Mazda's Kiyora concept. The city car concept uses carbonfibre in its shell construction for weight-saving benefits, and a 1.3-litre petrol engine with six-speed auto and Mazda's 'i-stop' stop-start function.

Mazda claims sub-90g/km CO2 emissions and 3.1L/100km economy for a similarly equipped small car modelled on the Kiyora -- in the form of a super-efficient Mazda2 or Mazda mini car.

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