Friday, May 23, 2008

Mazda6 ready to challenge midsize sedan heavyweights

Los Angeles, CA -- The problem with global platforms is that what works really well for most of the world can really hurt in one specific market.

In the case of the outgoing Mazda6 midsize sedan, the U.S. market was stuck with a car that was too small and underpowered. It was a cruiserweight fighting in the heavyweight category.

For the 2009 redesign, Mazda created a modified, larger platform just for the U.S. market, creating a true rival to the Toyota Camry, Honda Accord and Nissan Altima.

The basics

In growing 4.5 inches in wheelbase and nearly seven inches in overall length, the redesigned Mazda6 has measurements that place it near the top of the mid-size sedan segment.

Its base engine goes toe-to-toe with the segment leaders, and the optional V-6 is the largest and most powerful in the competitive set. Add to that the sporty styling that has become a Mazda hallmark, and the chances to conquest from the Big 3 Japanese entrants just got a lot better.

With the old model, Mazda tried to build sedan, five-door hatch and wagon variants, which added assembly line complexity. The hatch and wagon were not hot sellers, and the added complexity hurt vehicle quality. The 2009 Mazda6 comes only as a sedan. Also, the Mazda6 will be offered only in four trim levels, with two option packages, further reducing complexity.

Notable features

The body-in-white weighs about 70 pounds less than the old model, but the total car weighs about 200 pounds more.

Standard features include 16-inch wheels, halogen headlights, rear window defogger, intermittent wipers, split fold-down rear seats, six-speaker CD stereo with MP3 compatibility, illuminated vanity mirrors, tilt/telescoping steering wheel, power mirrors, locks and windows, air conditioning with pollen filter, and disc brakes at all corners.

Whereas many sedan trunks open with hinges that impinge on luggage space, the Mazda6 uses elegant gas struts. The Mazda6 is the only midsize sedan that offers 18-inch wheels.

Standard safety features include dynamic stability control, traction control, ABS with electronic brakeforce distribution and six airbags.

"This car gives us the opportunity to take away from the edges of Camry, Accord and Altima," said Robert Davis, Mazda senior vice president of product development and quality. "We have a game changer that can get the buyer who wants sporty fun and style, and who wants to get away from the appliances."

Compromises and shortcomings

Like BMW, Mazda's upshift/downshift controls on the auto-manual gearbox are backward compared to the industry standard. To give the car a sportier ride, Mazda made the suspension a bit too busy, without sufficient suppleness. The coupe-like roofline means backseat passengers lose headroom, and actually can get baked by the sun. The seats could use better lumbar support. The optional Sirius radio has many updated functions, but no "live traffic" setting for the navigation system.

The Market

While the Camry, Accord and Altima have increased sales progressively over the past decade, the Mazda6 has stayed flat. Mazda wants to sell 100,000 sedans annually in North America -- about 75,000 in the U.S. -- to start. But Mazda has the capacity at the Flat Rock, Mich., plant to build 125,000 units on straight time. Mazda expects a 70-30 split between four-cylinder and six-cylinder production.

The Skinny

Definitely sportier in appearance, the Mazda6 now has the features and size to go toe-to-toe with the competition. Look at what happened when the Mazda3 succeeded the dowdy Protege. If Mazda can get the word out properly, the same sales success could occur with the Mazda6.

[Source : Automotive News (Subscription Required)]

Image Gallery : 2009 Mazda 6 U.S. Spec.

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