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Old 02-14-2019, 06:39 AM   #1
AVANTI R5
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Default Mazda's Moro: New crossovers could give U.S. sales big boost

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CHICAGO — Mazda has just three crossovers on sale in the U.S. market, but that's going to change, vows Masahiro Moro, CEO of Mazda North American Operations.

The brand now has two new crossover models in the pipeline, Moro told reporters last week at the Chicago Auto Show. One is the as-yet unidentified vehicle that will be produced at a U.S. assembly plant that has begun construction in Huntsville, Ala. The other is a crossover that Mazda will unveil next month at the Geneva auto show.

Last week, Mazda released a teaser image of the crossover that will be shown at next month's Geneva auto show. Moro confirmed that it will be sold in the U.S. but said that Mazda has not determined when.

IMG01

He emphasized that it will be a different product from the crossover planned for production in Alabama, although the two vehicles will share some architecture.

The company has remained mum on the identity of the Alabama-built product.

Moro said only that it will be "a new crossover SUV which is exclusively designed for the North American market."

He said Mazda is finalizing the concept of that vehicle.

Mazda's U.S. crossover lineup consists of the subcompact CX-3, compact CX-5 and large CX-9.

For the small Japanese brand, two crossover additions could have a significant impact on U.S. sales. In 2018, Mazda sold 150,622 CX-5s in the U.S., which accounted for of the brand's total of 300,325 sales.

Moro also confirmed that the of the CX-5 is not dead but declined to specify when the vehicle will go on sale in the U.S. outside of the "near future." Mazda is working with the EPA to obtain certification for it, he said.

"I hope diesel loyal customers are looking forward to it," he said.

Vehicle production at the Alabama plant is expected to begin is the middle of 2021, Moro said. The plant will add 150,000 units of crossovers to Mazda's capacity.
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Old 02-14-2019, 10:21 AM   #2
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More? I think it's time people start slitting their wrists.
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Old 02-14-2019, 11:35 AM   #3
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anything Mazda makes is worth paying attention to.
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Old 02-14-2019, 12:42 PM   #4
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If this helps them keep the Miata going then I am all for it. I do hope Mazda, at some point, gives us a Speed3 again especially now that they are offering AWD.
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Old 02-14-2019, 01:45 PM   #5
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There's a chance one is the "new" CX-3 riding on the 2019+ Mazda3's bones. If not, I'm hoping it's a new CX-4...essentially a 3 wagon without the tall roof like the CX-5 has. Kinda like an Audi Allroad. Betting the US-specific vehicle is a CX-7 of sorts.
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Old 02-14-2019, 02:07 PM   #6
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anything Mazda makes is worth paying attention to.
But they have such a weak brand. Subaru makes an uglier 3 row than the CX-9 complete with CVT and manages to double CX-9 sales straight away. Mazda adding more flavors of soft utes to their lineup will likely result in cannibalism rather than conquest. Subaru is dealing with some of the same but their base is waaaay bigger to draw from.
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Old 02-15-2019, 03:06 PM   #7
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Well, if more sheep mobiles means more money for Mazda to produce things like Mazdaspeed Miatas, 3s, and 6s, I'm all for it.
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Old 02-20-2019, 09:16 PM   #8
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But they have such a weak brand. Subaru makes an uglier 3 row than the CX-9 complete with CVT and manages to double CX-9 sales straight away. Mazda adding more flavors of soft utes to their lineup will likely result in cannibalism rather than conquest. Subaru is dealing with some of the same but their base is waaaay bigger to draw from.
It's bizarre imo. They are keeping their products fresh, they have some of the best styling of any mainstream manufacturer, the build and material quality is substantially improving with each successive generation of vehicles, and they are even innovating new technologies like G-Vectoring Control and the upcoming SkyActiv-X. Some of their products are priced slightly higher than the competition, but not excessively so.

I think honestly, there's a corporate move towards improving quality to the point where their vehicles could be considered entry-level luxury products; but the USDM marketing arm is barely leveraging that at all (in likely their most image-conscious market). I think they are becoming a credible threat to Acura product-wise, and Mazda USA has yet to reorient their business strategy in that regard. It is odd to me that they aren't doing better, and I don't believe it's just because I'm drinking the kool aid. They need to make some adjustments in the US I think.

I definitely agree they could be potentially over-saturating their CUV market.
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Old 02-20-2019, 10:44 PM   #9
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I do not understand the Mazda hype on this site.

The styling is mediocre. They have nothing in their lineup that makes anyone excited. It's all run-of-the-mill cars and crossovers. More vanilla. When people start talking about buying a new car, there is literally nothing that makes Mazda stand out from any of it's competitors that people care about.

Consumers of the vehicles they sell don't care about cool technology unless it looks like an iphone. They don't care how their engine works, or torque vectoring.

They need to bring back something cool. A real Rx7 (no rx8 redux please). Heck, even a mazdaspeed3 would do. Get people talking about the brand again. Get the enthusiasts hyped, then they'll get back to some moderate success.
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Old 02-20-2019, 10:55 PM   #10
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Yeah they are being overrated here. The styling is okay but all their vehicles look the same and to make matters worse they are stretching this style into a 2nd generation which is a really bad idea. The interiors are good but putting soft touch materials in strategic areas doesn't change the fact that the other plastics, switchgear and infotainment system is average at best. It doesn't help that luxury brands are stretching into compact territory as the Mercedes A Class offers a stunning interior for less than $5k more than a fully loaded 3 which is tipping $30k. There's a reason their brand is weak and it's because in the past their vehicles haven't aged well and while their models stack up well against the competition, the masses care little that Car & Driver thinks they drive better than the Civic, Corolla, CR-V, RAV4. They simply have no chance up against the Honda and Toyota offerings that carry better brand recognition and resale value. At least Subaru has its quirkiness and AWD as alternative selling points, Mazda doesn't have that. I can't see them making it through the next decade unless they are absorbed by a larger brand.

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Old 02-20-2019, 11:01 PM   #11
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Originally Posted by dwf137 View Post
I do not understand the Mazda hype on this site.

The styling is mediocre. They have nothing in their lineup that makes anyone excited. It's all run-of-the-mill cars and crossovers. More vanilla. When people start talking about buying a new car, there is literally nothing that makes Mazda stand out from any of it's competitors that people care about.

Consumers of the vehicles they sell don't care about cool technology unless it looks like an iphone. They don't care how their engine works, or torque vectoring.

They need to bring back something cool. A real Rx7 (no rx8 redux please). Heck, even a mazdaspeed3 would do. Get people talking about the brand again. Get the enthusiasts hyped, then they'll get back to some moderate success.
they are starting to offer more cars in awd so thats a start. aside from that, nearly everything they make has better driving dynamics than the competition. their interiors and overall quality is better than most. compare them to vw for example. except for the gti and r, every comparable mazda model is better if you are a car guy and not looking for an appliance.
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Old 02-21-2019, 11:35 AM   #12
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they are starting to offer more cars in awd so thats a start. aside from that, nearly everything they make has better driving dynamics than the competition. their interiors and overall quality is better than most. compare them to vw for example. except for the gti and r, every comparable mazda model is better if you are a car guy and not looking for an appliance.
I would absolutely take a Jetta GLI over a Mazda 3. I would also take an Arteon over a Mazda 6.

Not only do I like the styling on the VW options more (which is subjective), but the creature features are 100 times better since they're basically audi level features on the higher trims. The added power on the GLI certainly pushes it over the 3. The arteon will have a detuned R drivetrain, better than the 6. And both are going to have the bullet proof EA888 engine I believe. Include the 6 year warranty on the VW's and I see no reason to buy a Mazda unless it's severely discounted and I want a vanilla appliance.

I see Mazda as attempting to compete with Acura... nice looking, but soulless cars. That said, I haven't driven a mazda since 2008...

Last edited by dwf137; 02-21-2019 at 11:44 AM.
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Old 02-21-2019, 12:12 PM   #13
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I am sorry but I could not possibly disagree more. Mazda does more in internal combustion engines than most any maker, their cars are by far the most engaging to drive and the designs far more beautiful. LItterally nothing they make is ugly. Cannot say the same for VW (Atlas looks like vomit, new jetta is a blob, and the tiquan is a joke)

How you can call their styling bad is totally your viewpoint and I respect it, but litterally every thing you said is the opposite of most of the press and publications have said.
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Old 02-21-2019, 12:46 PM   #14
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Prior to the latest Civic SI, the Mazda 3 with the 2.5 liter was really the best drivers car in the segment. Talking sub $25Kish practical cars that are focused on the driver. Good steering, nice interior and exterior design and good pricing. And really good MPG's.

Same can be said for most of their other vehicles. I think the lack of the "Speed" cars in their lineup hurt them against people wanting a little more like a WRX/STI, GTI/Golf R, Focus ST/RS, Civic SI/Type R. If you want something with 4 doors and some power/performance Mazda has nothing.
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Old 02-21-2019, 01:36 PM   #15
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I am sorry but I could not possibly disagree more. Mazda does more in internal combustion engines than most any maker, their cars are by far the most engaging to drive and the designs far more beautiful. LItterally nothing they make is ugly. Cannot say the same for VW (Atlas looks like vomit, new jetta is a blob, and the tiquan is a joke)

How you can call their styling bad is totally your viewpoint and I respect it, but litterally every thing you said is the opposite of most of the press and publications have said.
Looks are completely subjective and you can swap VW and Mazda in your descriptions above and you'd have my opinion. I really don't care what the press has to say about looks because again, totally subjective.

Mazda's engines are pretty techy. Not going to deny them that. They're doing some pretty cool things and pushing the boundaries, which is cool coming out of a smaller manufacturer. But they need to inject some pep somewhere. All of their competitors have higher power versions.
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Old 02-21-2019, 01:45 PM   #16
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Looks are completely subjective and you can swap VW and Mazda in your descriptions above and you'd have my opinion. I really don't care what the press has to say about looks because again, totally subjective.

Mazda's engines are pretty techy. Not going to deny them that. They're doing some pretty cool things and pushing the boundaries, which is cool coming out of a smaller manufacturer. But they need to inject some pep somewhere. All of their competitors have higher power versions.
They are a small company, the fact they even offer the Miata is small miracle. I don't disagree with you that I'd like to see more power, but it's just not their focus and those types of cars don't pay the bills like an SUV/CUV can.

I have owned tons of Mazda's but my Speed3 was my last purchase from them for the things you highlighted but I have completely fallen in love with the new Miata and and am driving one again soon. It's the whole "drive a slow cars fast" thing..

An ND Miata, Honda Odyssey, and a Focus RS would make my garage complete
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Old 02-21-2019, 02:08 PM   #17
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Looks are completely subjective and you can swap VW and Mazda in your descriptions above and you'd have my opinion. I really don't care what the press has to say about looks because again, totally subjective.

Mazda's engines are pretty techy. Not going to deny them that. They're doing some pretty cool things and pushing the boundaries, which is cool coming out of a smaller manufacturer. But they need to inject some pep somewhere. All of their competitors have higher power versions.
the new turbo 6 has almost 300 HP... but that is about it... so I do agree with you that some spice is needed in more models.
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Old 02-21-2019, 03:23 PM   #18
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I like the Tiguan. Especially the R Line. It’s a dirt cheap Q5 aesthetically and has a decent third row. It’s nicely packaged for what it is as opposed to the CX5. I want to like it now that it has boosty torques, but it feels so claustrophobic even compared to my BL Legacy and the sight lines kinda suck.

I too am a Mazda idealist, but after looking every single new Mazda up and down, I can never pull the trigger on one. So I agree with the sentiment the competition is just a little more compelling given the entire package. When was the last time you plunked in on a new Mazda Scrap?
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Old 02-21-2019, 04:05 PM   #19
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I would absolutely take a Jetta GLI over a Mazda 3. I would also take an Arteon over a Mazda 6.

Not only do I like the styling on the VW options more (which is subjective), but the creature features are 100 times better since they're basically audi level features on the higher trims. The added power on the GLI certainly pushes it over the 3. The arteon will have a detuned R drivetrain, better than the 6. And both are going to have the bullet proof EA888 engine I believe. Include the 6 year warranty on the VW's and I see no reason to buy a Mazda unless it's severely discounted and I want a vanilla appliance.

I see Mazda as attempting to compete with Acura... nice looking, but soulless cars. That said, I haven't driven a mazda since 2008...
i had a base jetta as a loaner and it was complete garbage. the steering felt like a 90's buick. my wifes cx-5 felt like a vette compared to that heap.
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Old 02-21-2019, 04:27 PM   #20
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I like the Tiguan. Especially the R Line. It’s a dirt cheap Q5 aesthetically and has a decent third row. It’s nicely packaged for what it is as opposed to the CX5. I want to like it now that it has boosty torques, but it feels so claustrophobic even compared to my BL Legacy and the sight lines kinda suck.

I too am a Mazda idealist, but after looking every single new Mazda up and down, I can never pull the trigger on one. So I agree with the sentiment the competition is just a little more compelling given the entire package. When was the last time you plunked in on a new Mazda Scrap?
I had a 2012.5 mazdaspeed 3.
before that I had a 2005 Mazda 3i.

I love mazda. However, my family was growing faster than Mazda was keeping up. I was ready to buy a 2018 mazda 6 grand touring for the wife, but she said she wanted a legacy

so I bought one. I think it was a bad purchase, as we should have bought another outback.

water under the bridge. I will get my wife into something cool soon. SHe loves sedans. Thinks they look more executive. The new 6 is spectacular.
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Old 02-21-2019, 05:01 PM   #21
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You’ve been out of new Mazdas as long as I’ve been out of new Subarus. lol

I passed my drivers test in a Protege. I loved that car, though it was an Escort. I feel crazy I’ve never owned a Miata or an RX as long as I’ve been into cars and learned to drive in my mom’s 280z. Hell I should have a BRZ or RF as a mid life car. But yeah kids and family.
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Old 02-21-2019, 05:41 PM   #22
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i had a base jetta as a loaner and it was complete garbage. the steering felt like a 90's buick. my wifes cx-5 felt like a vette compared to that heap.
There's your problem. As a rule, base cars suck. Fleet cars suck even more.

GLI will have the same steering setup the GTI and R have I'm sure, which isn't spectacular, but isn't 90's buick... lol.

I remember driving a friends 2010ish jetta when I had my WRX. Made my WRX feel like a completely unconnected boat. The jetta felt 100 times better than my WRX. My R feels a little disconnected at times, but it's still better than my WRX was.
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Old 02-22-2019, 12:22 AM   #23
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......I definitely agree they could be potentially over-saturating their CUV market.

What is, by far, their best seller? Maybe they are finally realizing what they need to be selling to sell more.

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Originally Posted by heavyD View Post
Yeah they are being overrated here. The styling is okay but all their vehicles look the same and to make matters worse they are stretching this style into a 2nd generation which is a really bad idea. The interiors are good but putting soft touch materials in strategic areas doesn't change the fact that the other plastics, switchgear and infotainment system is average at best. It doesn't help that luxury brands are stretching into compact territory as the Mercedes A Class offers a stunning interior for less than $5k more than a fully loaded 3 which is tipping $30k. There's a reason their brand is weak and it's because in the past their vehicles haven't aged well and while their models stack up well against the competition, the masses care little that Car & Driver thinks they drive better than the Civic, Corolla, CR-V, RAV4. They simply have no chance up against the Honda and Toyota offerings that carry better brand recognition and resale value. At least Subaru has its quirkiness and AWD as alternative selling points, Mazda doesn't have that. I can't see them making it through the next decade unless they are absorbed by a larger brand.
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they are starting to offer more cars in awd so thats a start. aside from that, nearly everything they make has better driving dynamics than the competition. their interiors and overall quality is better than most. compare them to vw for example. except for the gti and r, every comparable mazda model is better if you are a car guy and not looking for an appliance.
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Originally Posted by SCRAPPYDO View Post
I am sorry but I could not possibly disagree more. Mazda does more in internal combustion engines than most any maker, their cars are by far the most engaging to drive and the designs far more beautiful. LItterally nothing they make is ugly. Cannot say the same for VW (Atlas looks like vomit, new jetta is a blob, and the tiquan is a joke)

How you can call their styling bad is totally your viewpoint and I respect it, but litterally every thing you said is the opposite of most of the press and publications have said.


I think that's a lot of the "problem". Magazines, publications, here, all care about the "driving dynamics". I am NOT saying they are not good. I have not had the chance to drive the newer ones. I do, however, talk to our customers that trade them in or are comparing them. That "driving dynamics" is probably what I hear from these customers not liking the "feel" of the car. They don't want crisp handling. They want to feel comfortable. And I'm not talking bad Forester seats comfortable. I ask ALLL the time "what made you choose the Subaru over that?" and I get "it just feels better" ALLL the time. Along with interior space and visibility always behind the #1 reason. Safety.

I think they look OK; but, not to the level mentioned here. That new VW does look nice. Can't believe I said that lol.
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Old 02-22-2019, 09:44 AM   #24
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There's your problem. As a rule, base cars suck. Fleet cars suck even more.

GLI will have the same steering setup the GTI and R have I'm sure, which isn't spectacular, but isn't 90's buick... lol.

I remember driving a friends 2010ish jetta when I had my WRX. Made my WRX feel like a completely unconnected boat. The jetta felt 100 times better than my WRX. My R feels a little disconnected at times, but it's still better than my WRX was.
most of the time, correct.
Renting a Toyota Corolla with no cruise for a 4 hr drive = wanted to kill myself

I did get a Mazda 5 loaner, with all bells and whistles. I like the styling, and the way it drove and handled. Especially to all other rentals I have had over the same year (ford, hyundai, jeep).
What it did lack is power. That engine sucked horribly. Mazda needs to put something with actual power on it.
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Old 02-22-2019, 10:44 AM   #25
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I do not understand the Mazda hype on this site.
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That said, I haven't driven a mazda since 2008...
?????

Maybe you should drive one.
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