Automotive News Europe - Talk From The Top Supplement - December 2019 - 22

AUTOMOTIVE NEWS EUROPE

TALK FROM THE TOP

Profit warning
Mazda Europe chief races to slash brand's CO2 but EU fines loom in 2020

asuhiro Aoyama, who took the helm of
Mazda Europe in March, arrived at a difficult time. Starting next year, automakers
will face tougher CO2 emissions regulations in Europe. It's unlikely Mazda will
comply despite huge investments to make
its combustion engines cleaner and to add
the full-electric MX-30 small crossover to
its lineup. The EU fines will likely jeopardize the company's profitability in Europe.
Aoyama explained how Mazda will respond
in an interview with Automotive News Europe Correspondent Andrea Malan.

Is Mazda profitable in Europe?
Yes, we are currently profitable in Europe. Maintaining profitability, however,
mainly depends on the euro/yen exchange rate. In addition, next year we
will face the potential of CO2 penalties.
We are in a transition period between
two generations of technology. When we
have completed the transition, including
the electrification of our product portfolio, our goal is to pay no fines for CO2
emissions. From that moment we want
to start increasing our operating profits
and return on sales in Europe. That is our
strategy for the long term.
Is Mazda at risk of facing CO2 fines
again in 2021 when emissions limits
become even stricter?
It is difficult to give a forecast for 2021
because multiple variables need to be
taken into account, not only regulation.
We must also consider volumes and
profit margins. In 2021 and beyond, we
will see the full deployment of our latest
technologies. So we will need to carefully manage profits and volumes over the
next few years.
Mazda recently unveiled its first fullelectric vehicle, the MX-30. What role
will the crossover play in Europe?
To avoid CO2 penalties, the electric vehicle is an indispensable part of our strategy, combined with the efficiency improvements made to our combustion engines.

Meet the Europe boss
❚ NAME: Yasuhiro Aoyama
❚ TITLE: Mazda Europe

President and CEO

❚ AGE: 54
❚ MAIN CHALLENGE: Electrifying

Mazda's lineup to comply with
tougher EU CO2 limits without
sacrificing on profitability.

Since Skyactiv-X launched, 60%
of the orders for the Mazda3
are equipped with the engine.

2021], so we haven't decided on a conHow many MX-30s will you sell in Eu- crete number. We will have to sell as many
rope next year?
battery-electric vehicles as possible so that
We are still working on our 2020 bud- we can reduce our potential of facing a
get [which will cover April 2020-March CO2 penalty.

www.autonewseurope.com

Who is the MX-30's target customer?
We consider it an urban, commuting vehicle for young buyers who love driving.
We want to bring the same Mazda characteristics to an electric vehicle.

In Partnership with

2019

http://www.autonewseurope.com

Automotive News Europe - Talk From The Top Supplement - December 2019

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