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Mazda mulling diesels for U.S.

10/21/2009, 3:40 PM

By Drew Johnson

Mazda hasn’t exactly been clean about its future United States clean diesel plans – saying first it would concentrate on the technology before switching alliances to hybrids — but the Japanese automaker revealed earlier this week that is seriously considering oil burners for the American market.

Seita Kanai, head of Mazda’s research and development efforts, revealed to Automotive News on Tuesday that Mazda is currently testing its clean diesel technology on U.S. soil. Kanai failed to specify how many prototypes are currently roaming the streets of America.

However, Mazda’s clean diesel technology has plenty of hurdles to overcome before it gets the green light for the U.S. market, namely adequate volume levels. “As an engineer, ideally I would want to introduce diesels, but I am not sure if it makes a business case,” Kanai said. Mazda estimates that it would need a minimum of 10,000 U.S. diesel sales to make an adequate business case.

But Volkswagen U.S. diesel sales are quickly making a case for Mazda. VW is one of just a handful of automakers spearheading the U.S. diesel efforts, with the initial results proving to be very positive. Moreover, Mazda recently reveal the next-generation of its 2.2L diesel engine, promising 50 percent better fuel economy than the current mill.

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10/21, 3:41 PM

posted by:

2WheeledSpeed

Yes! Bring us diesels and kill the rotary!

10/21, 3:45 PM

posted by:

dirtfarmer

why is there any question?

10/21, 3:46 PM

posted by:

beatusmongous

Yes!

10/21, 3:47 PM

posted by:

cocojoe53

I really don’t understand why others have not noticed the success that VW is having with their TDI and followed

10/21, 3:47 PM

posted by:

The Stig

Stop mulling and start acting.

10/21, 3:55 PM

posted by:

atoms

the 3 is popular, so are VW TDI’s, come on mazda this is simple math here!!!

10/21, 4:02 PM

posted by:

A4

MAKE UP YOUR MIND
They already have said this twice, and then canned the plans.

10/21, 4:03 PM

posted by:

DenverGuy217

Ik 10,000 volume really that difficult to achieve to warrant a prolonged discussion?

veddy interesting indeed

10/21, 4:14 PM

posted by:

NRG

Just do it already. What more proof does Mazda need that it sells? Look at VW. This isn’t rocket science Mazda.

10/21, 4:28 PM

posted by:

Stix

Jesus Christ, this should be a no brainer to Mazda already. If the Germans can successfully sell diesels right now in the U.S., what’s going to stop Mazda from doing so? Hell, we might actually get some real competition here in the U.S. diesel market if Mazda plays their cards right.

Don’t mull. Just do it.

10/21, 4:42 PM

posted by:

save saab

Are u kidding me? VW has diesels on sale in the us for a while now, the Jetta, Golf, maybe the Passat/cc in a few years, I think the Touareg has an available diesel engine, Audi has a few, BMW has a few and same with Merc. MAKE THOSE OIL-BURNERS AVAILABLE NOW! Com’on Mazda! Ur the best Japanese automaker right now (and Subaru and Suzuki) would it make sense to drop a diesel engine in a 3? Think about the F/E it’ll get!

10/21, 4:57 PM

posted by:

Insensitive

Bring it!

10/21, 5:03 PM

posted by:

Bosley

VW re-introduced their diesel (a year or so ago, i think), after taking them off the market in North America for a few years.

Unless Mazda puts together a massive ad campaign most consumers will still hold the negative stereotypes they think are true with respect diesels.

The 2 things stopping anyone from buying a diesel option is the American public with these antiquated attitudes and their relatively cheap gas prices compared to Europe where diesels are necessary if you want to drive on a budget.

I’ll believe it when a Mazda 3 has an engine to compete with Volkswagons.

10/21, 5:10 PM

posted by:

sprockkets

Well let’s see, they still literally stink, require more maintenance in that all of them have turbos, and even though they get more mileage, the price of diesel is proportionally higher, negating any benefits, at least here in FL.

10/21, 6:15 PM

posted by:

johnnycanuck

I don’t see what all the fuss is about. Mazda already has one oil burner… it’s called the rotary.

10/21, 6:23 PM

posted by:

Bosley

Johnny, what if Mazda puts out a rotary-diesel? GM would but it in a heartbeat for its high maintenance needs in a second!

10/21, 6:24 PM

posted by:

Bosley

Yeah, i meant BUY not BUT……..

10/21, 7:10 PM

posted by:

Hyperion

>>POSTED BY:
2WheeledSpeed
Yes! Bring us diesels AND the 16X rotary!<<

Fixed.

10/21, 7:13 PM

posted by:

gogogodzilla

Well, if Mazda actually does bring it’s diesels out here in the states and makes it an option in the Mazda3 hatchback… I’d buy one in a heartbeat.

10/21, 9:32 PM

posted by:

cire_1wb

I wouldn’t mind a Mazda3 sedan with a diesel engine, but they would have to fix the bizarre front end styling first.

10/21, 11:06 PM

posted by:

sprockkets

more like the 16x rotary AND have it run on hydrogen, **** diesel

10/22, 12:16 AM

posted by:

bghewy

We have the Mazda 3 and 6 in diesel here in Australia and they are getting just as a good a review as the petrol stable mates.

Top quality product and reasonable pricing, hence they are number 4 here in Australia.

10/22, 3:45 AM

posted by:

Hyperion

Agreed, sprockkets. I’d love to see a hydrogen rotary happen in mass-production with at least 280HP from their new design. Hydrogen turbocharged rotary, anyone?

10/22, 7:50 AM

posted by:

gehrhardt

I think it’s a great idea. In this corner of Canada, diesel is around the same price as gas and sometimes cheaper. Every gas station I can think of has diesel too.

The only downside is the higher price of the VW TDI models over their gas siblings. If Mazda does this, hopefully the extra competition will bring the price of the option down (eventually).

10/22, 8:01 AM

posted by:

Sgt Beavis

Don’t think about it, DO IT!!

10/22, 9:25 AM

posted by:

jdasch1

Hydrogen turbocharged rotary….hope it doesn’t have any hippups…boom. My dad had a Ford Ranger pickup that had a 4 cylinder Mazda diesel in it and he got over 30 MPG..My brother still drives it occationally…still going strong with 399k miles on it…..that was a 1983 model… Whats to mull over???

10/22, 10:00 AM

posted by:

A4

gehrhardt, one of the reasons, while only a small reason, that the TDI’s cost so much more than the gasoline counterparts is thanks to VW packing them with a decent amount of standard features. Not that this should be frowned upon, but VW ought to make trim levels for the TDI, including a value-based package which has the same features as the $17,600 base model and only charge the difference for the engine.

10/22, 10:39 AM

posted by:

American_Cars_Crap

Domestic auto makers are so stupid, they failed to realise the importance of developing diesel powertrains for small and midsized cars. The European and Japanese automakers are light years ahead of the not so big 3 in diesel technology. The only diesels you will find on domestic cars is in their big trucks. Diesel is going to be the next big thing and popularity is growing, but detroit was too stupid investing money in big pointless SUV’s with very limited off road capabilites while Japan and Europe have invested heavily in an area where the future is.

10/22, 11:29 AM

posted by:

armstealer

I want it too, but here is the “one minute of research” business case against it:

Mazda sells about the same amount of cars in U.S. as VW (200-250000).

Tdi’s make up about 30% of Jetta sales, and about 12% of total VW U.S. Sales (ROUGH numbers).

VW has been selling diesels in U.S. for three decades to reach 40,000 diesel sales.

10/22, 11:43 AM

posted by:

ricky_b

The Germans in particular have taken diesel to a place where they can balance economy and fun factor. Heck, even Ford and GM (Opel) in Europe have competitive diesels. I would gladly trade a gas engine for one of the Euro designed diesel powerplants.

And you see what VW is looking to do? When the new Jetta wagon came out, it was a hot seller. Then the TSI came out and sold even better. Now they’re considering dumping the gas Jetta wagons in US and only selling TDI Jetta wagons. That says a lot toward their success.

10/22, 11:53 AM

posted by:

leftwingagenda

armstealer is on target…the thing you guys fail to realize is that mazda knows how much it will cost them to do this, and if they don’t make their sales target it will be a financial disaster…it’s easy for you to say “do it, do it, do it”, you don’t face the ramifications if they don’t make their sales target because nobody likes smiley diesels…

10/22, 1:28 PM

posted by:

Szabla

They already make them.

They just need to send them to us.

10/22, 1:50 PM

posted by:

rmatt8748

Don’t call them oil burners to begin with, that harkens back the days of smoke… exactly what people don’t need to think about.

There is creative journalism and smart journalism.

Cheap hybrid technology is still behind diesels, kill the old images.

10/22, 11:14 PM

posted by:

johnnycanuck

leftwing… I get it! “Smiley” diesels instead of ’smelly’ diesels! Ah ha! Ees funny cuz eets play on wurd!

 
 
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