Automotive News - June 2, 2008 - (Page 22)

22 • JUNE 2, 2008 Mazda6 gets own platform for U.S. … sort of Mark Rechtin mrechtin@crain.com news ANALYSIS Measuring Mazdas The redesigned Mazda6 that debuts here in August is sized differently from the new Mazda6 on sale in Europe and Japan, left. N. AMERICA MAZDA6 EUROPE/JAPAN MAZDA6 LOS ANGELES — To hear some Mazda executives tell it, the redesigned 2009 Mazda6 has a unique platform developed for the United States. That’s an important message for Mazda to get across because the outgoing version was too much a world car, suffering in the United States because it was underpowered and too small. The new Mazda6, they say, is distinct from the one recently introduced in Europe and Japan and different from what is available else- where from Ford Motor Co. But is it, really? In fact, the North American version of the Mazda6, which goes on sale in August, borrows liberally from the European version, as well as from the outgoing Mazda6 — a vehicle used by Ford for parts of the CD3 platform that is the basis of the Ford Fusion. True, crucial dimensions such as wheelbase and track were significantly stretched for the U.S. version. Mazda calls it “scaled architecture.” The floorpan and suspension pieces Wheelbase Length Track Height Source: Mazda 109.8 in. 194.5 in. 62.8 in. 57.9 in. 107.3 in. 187.2 in. 61.8 in. 56.7 in. have to be different to compensate for the greater size and mass of the U.S. version. The United States also requires larger engines. And the sheet metal and packaging are different. But underneath it all, the U.S. version is not as different as Mazda would like you to think. In fact, the underpinnings are relatively similar. Mazda6 set to take on rivals ➤ 24 The 2009 Mazda6 had two chief program managers — Hiroshi Kajiyama for North America and Ryuichi Umeshita for the rest of the world. But they had a common starting point and worked on their programs concurrently. ‘Same basic structure’ “The European and U.S. platforms are totally unique,” said Kajiyama. Still, he conceded that “some of the structures are very close.” Mazda spokesman Jeremy Barnes is more cautious about that one-ofa-kind claim for the U.S. car. “The North American Mazda6 has the same basic structure as the Japan and European model,” said Barnes. “However, the size of the base structure and things like the steering system are uniquely developed for local market demand.” The platforms for North America and for the rest of the world share some underbody stampings and have similar body and chassis designs, Barnes said. But he added that the so-called “top hats” are different. For example, while the suspension design and mounting points are similar, the two versions have different damping settings. “The geometry is common between the two markets, so they can design the part once and release it in different sizes for different masses,” said Jim Hall, managing director of 2953 Analytics in suburban Detroit. “It’s probably really close to common processing. They have standalone sheet metal but not a standalone platform.” Successful trend Scaled architecture is a recent, successful trend at Mazda. The MX-5 front suspension is a seven-eighths scale version of what is in the RX-8. The rear suspension of the CX-7 crossover bears a striking resemblance to that of the Mazda5 minivan. Many industry watchers expected Ford’s global EUCD platform to be the basis for the upcoming mid-sized vehicles in the Ford universe, including Mazda’s. But the redesigned Mazda6 shares nothing with the EUCD platform, said Kajiyama. A Ford source said the new Mazda6, with North American architecture, will be the basis for future mid-sized Ford North American vehicles — not the EUCD platform. So that means there are two midsized platforms in the Ford universe, a contradiction of Ford CEO Alan Mulally’s “One Ford” global product planning strategy.c http://whycirrus.com http://cirrusdesign.com http://whycirrus.com

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Automotive News - June 2, 2008 Gas prices fuel industry's new era Chrysler faces tricky dealer mergers Honda may crank out more Civics in N.A. Mercedes will move into Chrysler Pacifica studio Ford to offer hatchback version of Fiesta Prestige Automotive sells stores but keeps Black Enterprise top spot Dealership marketers take to text messaging Senate to hear personal pleas on roof crush rule Magazine: Chrysler, Fiat are talking Former Fla. dealer gets jail for bilking bank That guy Alfred had possibilities Ford will make next Mustang look smaller Pontiac subcompact may come to U.S. GM: Battery glitch cuts hybrid sales Porsche exec: CAFE 'will not change our nature' Japanese rivals race for lithium batteries Jatco boosts CVT capacity in Mexico for N.A. vehicles Mercury deserves a better chance Rising gas prices have changed the U.S. market Marketing and sales: Context and content Mexico's Nemak grows beyond North America Buyers didn't quit GM; GM quit on its buyers Brand perceptions change slowly Bloggers are journalists, too Nice HQ, Nissan, but where's Nobe? Chrysler's Chernoby: Growing up gearhead Picture this Mitsubishi hopes new gearbox widens Evo's appeal Openlane gets funds Obituaries Survey: Going green can get your auto ad noticed Inrix: Router can reduce traffic delays Mazda6 gets own platform for U.S. ... sort of Mazda6 set to take on mid-sized sedan heavyweights Troubled or not, the United States still beckons What's next? More transplant models headed this way Exports help as Mitsubishi sorts things out Irma Elder: 'This is one of the toughest times we have had' Fitzgerald: Dealers, consumers need alliance Can Bertone design a comeback? Family-owned business struggles for survival Some design houses fall on tough times Hughes: Not a subscriber? No problem American Axle lines up new non-U.S. business GM think tank works to boost service business Toyota offers gas card as tire incentive VW turns to common software to develop products Continental's Calif. office targets Asian carmakers ZF sees chassis, axle opportunities in N.A. Flex: A new Ford image ... or just over the top? Ford targeted Flex interior quiet, ride Ex-dealership managers say firings were over religion Dealers Genesis in Toledo: It's a long story Back woes sideline Nardelli GM: 19,000 take buyouts Panama to head Nissan Mexicana Wilhite jumps to Jumpstart Dauch sons move up, out Kozyra leaves Continental Ford to lay off salaried staff More small cars to arrive in 2009-10 Even on used market, big trucks go begging Auto advertisers adopt mpg mantra Industry to motorists: We're here to help Diesel prices hit suppliers' Mexico sites Can Camry catch F series? Leno's words of wisdom for automakers Nissan's carbon credits ease global warming guilt Automotive CEOs' pay pales next to peers' Year of the Small Car can't come too soon Foreign suppliers adding capacity in Southeast From cows to kimchi: Making Alabama sweet home for Koreans After light-truck push, cars are king again Mexican suppliers expect sales record in '08

Automotive News - June 2, 2008

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