Mazda’s Uncertain Future – ICE Innovation, Partnership Dependency
By Edward A. Sanchez – Dec. 14, 2020
You may have read Phil Royle’s optimistic post, “Mazda Noses Closer To Electrification While Staying True To Enthusiasts.” In it, he makes the case that the company’s proposed upscale strategy of introducing a hybridized I-6 powertrain, as well as a rotary range-extender to its lineup will allow the company to gradually transition to full electrification, while continuing to burnish its image as the “enthusiast’s choice” of premium yet attainable performance.
Having owned a Mazda, as well as driving many of their products over the years, I can attest there is something special about the brand and its products. The attention to detail specifically in the area of the subjective driving experience is unique in the automotive industry among non-luxury brands. The only other brands that have such a singular focus on the driving experience are Porsche, Ferrari, BMW, and perhaps FCA’s SRT performance sub-brand. Yet most of those, including SRT, are priced significantly higher than any of Mazda’s current products.
Mazda’s incremental premium positioning strategy, as well as the addition of several new crossovers to its lineup, have paid off in added sales, and the company has scored well on most recent consumer quality and satisfaction surveys. But I have to wonder if the company’s tip-toe approach to electrification is the right one when it seems like the rest of the automotive industry is galloping full-speed-ahead to full electrification over the next decade.
Part of it may be the inherent Japanese cultural tendency to be very methodical and conservative in their approach to new technologies. As I’ve noted before, the fact that Toyota introduced and became a leader in hybrids is arguably an exception to the company’s notoriously conservative culture, rather than an example of it. Although the case could be made that its stubborn devotion to it in the face of full electrification is an example of the company returning to its traditional conservative approach.
Lately, Mazda has seemingly become much more reliant on Toyota for integration of hybrid and electrified drivetrain modules and components. Toyota is orders of magnitude larger and richer than Mazda, so it’s honestly probably not the worst approach for a company that has limited resources and budgets for electrification efforts.
With the introduction of its Skyactiv technology a few years ago, Mazda was justifiably proud of the incremental efficiency gains it was able to wring out of its engines. However, the “secret sauce” of Skyactiv seems to be public knowledge now. Take the bread-and-butter 2.5L naturally aspirated I-4 engines from Toyota and Hyundai. Both now have 13:1 compression ratios (like Mazda’s 2.5L Skyactiv engine) as well as similar output and fuel economy ratings.
Mazda’s Skyactiv technology significantly boosted its ICE efficiency, but without an obvious electrification plan, is it too little, too late?
Other than a small cadre of hardcore enthusiasts, customers that care about engine specifications is getting smaller and smaller. Most people can barely tell you if their car is an I-3, I-4, or V-6, much less direct-injection, turbocharged, or even mild hybrid. Perhaps Mazda is wise in predicting that the majority of the motoring public is not yet ready to embrace full electrification, what with the currently spotty public charging infrastructure, and the still relatively short range, and long recharging times (relative to refueling with gasoline or diesel).
However, it seems the day is coming, and possibly sooner than many may anticipate, where the lack of a dedicated long-range battery-electric vehicle in your product lineup will be a major liability rather than an asset. Once Mazda does introduce a long-range electric (which I don’t count the current MX-30 as) will it simply be a re-badged and re-styled Toyota? Or will it truly be a Mazda product, infused with the brand’s traditional enthusiast-oriented DNA and subjective character? While I love Mazda’s independent streak and unique essence, these conversations need to be happening in Hiroshima, and soon.
(Images courtesy Mazda)
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