http://www.autonews.com/article/201...azda-stands-by-diesel-move-despite-vw-scandal
DETROIT -- Mazda Motor Corp. still wants to bring its diesel drivetrain to the U.S., despite technical delays and a blowback against the technology following the Volkswagen scandal.
The reason: It would push the brand closer to European luxury and away from its mass-market Japanese rivals, says Robert Davis, senior vice president for U.S. operations.
If we look at competitors in diesel in the U.S., its primarily luxury, and its primarily European luxury, Davis said at the Detroit auto show today. Thats a nice differentiator.
Overall diesel sales by brands beside Volkswagen were hardly dented by the revelations that VW was cheating on emissions tests, he said. And going in that direction would help distance Mazda from Japanese competitors, which have largely shunned diesel.
You can separate yourselves from the mainstream Japanese, Davis said.
Gleaning some European glamour would also feed nicely into Mazdas strategy of elevating brand value by raising transaction prices by reining in incentive spending.
In Japan, where customers typically stick with traditional gasoline engines or hybrids, Mazda has scored a surprising hit with its line of Skyactiv diesel offerings.
Davis thinks the brand can replicate the success here: We are still committed to it.
With one big but. The strategy is now long-term and there is still no timeline for a possible U.S. introduction, he added. That is because engineers are grappling with a way to meet Americas strict emissions standards while delivering zippy performance.
If Mazda solves that riddle soon, launching a diesel after VWs crisis may actually work to Mazdas benefit, Davis said. I think it would be a good time to launch the diesel, actually, he said. You can say heres one that actually meets the requirements.
DETROIT -- Mazda Motor Corp. still wants to bring its diesel drivetrain to the U.S., despite technical delays and a blowback against the technology following the Volkswagen scandal.
The reason: It would push the brand closer to European luxury and away from its mass-market Japanese rivals, says Robert Davis, senior vice president for U.S. operations.
If we look at competitors in diesel in the U.S., its primarily luxury, and its primarily European luxury, Davis said at the Detroit auto show today. Thats a nice differentiator.
Overall diesel sales by brands beside Volkswagen were hardly dented by the revelations that VW was cheating on emissions tests, he said. And going in that direction would help distance Mazda from Japanese competitors, which have largely shunned diesel.
You can separate yourselves from the mainstream Japanese, Davis said.
Gleaning some European glamour would also feed nicely into Mazdas strategy of elevating brand value by raising transaction prices by reining in incentive spending.
In Japan, where customers typically stick with traditional gasoline engines or hybrids, Mazda has scored a surprising hit with its line of Skyactiv diesel offerings.
Davis thinks the brand can replicate the success here: We are still committed to it.
With one big but. The strategy is now long-term and there is still no timeline for a possible U.S. introduction, he added. That is because engineers are grappling with a way to meet Americas strict emissions standards while delivering zippy performance.
If Mazda solves that riddle soon, launching a diesel after VWs crisis may actually work to Mazdas benefit, Davis said. I think it would be a good time to launch the diesel, actually, he said. You can say heres one that actually meets the requirements.
