SAE Powertrain & Energy - Prototype Issue - 16

Mazda takes off ‘Skyactiv-ward’

A “hanging robot” with an “eye (camera)” recognizes a block’s engine type and takes it with its “wrist” through the four machining center stations.

(Cd) figure of 0.32 to a respectable 0.29. The Skyactiv Demio is no stripped-down “econobox,” but is quite nicely appointed and equipped, including standard DSC (dynamic stability control). Demio Chief Engineer Shigeo Mizuno praises the Yokohama Rubber Co. for its hard work getting the new Aspec ‘BlueEarth1’ ECO tire ready, “cutting it very closely to the launch, [but] achieving a sidewall stiffness just right for a good combination of performance, ride, and low rolling resistance. SMEO Kanazawa credits then-CEO and President Mark Fields (2000-02), and now EVP and President the Americas, Ford), who gathered all management and supervisory people in the company auditorium and delivered an impassioned soulsearching and direction-setting speech. “He began, ‘What are We, Whereto Mazda?’ He continued on, ‘Mazda must change, or we cannot survive.’ He brought up the subject of brand building. Mark and his expat execs and we ‘Mazda-ites’ got into some serious discussions, reached a conclusion that we are best at creating fun cars, not exotica, but affordable cars like the Miata. Let’s do those cars.” Kanazawa added, “We wanted a go-ahead for new engines, but that

would have to wait.” Then came the “Zoom-Zoom” slogan, which, Kanazawa admitted, “was American-Greek to us, but eventually we grasped its meaning.”

Breakthrough product

The breakthrough product was the 2002 Mazda6 (Atenza), designed and developed by Mazda, the team led by Chief Engineer Seita Kanai, who is now Executive Vice President. Other successful models followed, including the Mazda2, 3, the RX-8 sports car, and an improved MPV. Kanai and Kanazawa, the two car guys and chassis people, still harbored doubt, “To have the best-in-class products, we would need the best-in-class major components.” The vehicle person in Kanazawa set up a team of body and chassis engineers, with “the cream of
SAE Powertrain & Energy

January Jan. 25, Coming 1, 2012 2012

SAE Powertrain & Energy - Prototype Issue

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