Mazda says it will increase efforts to fine tune vehicles to U.S. preferences

[mikeyb]

MARK RECHTIN | Automotive News
Posted Date: 1/31/05
LOS ANGELES -- Despite 35 years of selling cars in the United States, Mazda Motor Corp. still has problems giving Americans what they want.

Mazda has designed its vehicles mostly with the similar Japan and Europe in mind. For example, Americans prefer bump absorption to a firmer, responsive ride.

To battle this problem, Mazda North American Operations restructured its development process to get vehicles in line with U.S. sensibilities.

The parent company appointed global r&d Vice President Shiro Yoshioka -- who oversaw the Miata, RX-8 and Mazda6 programs -- to research ways to make Mazdas more palatable to Americans. Robert Davis, senior vice president of marketing and product development at Mazda North American Operations, was relieved of U.S. marketing oversight to concentrate solely on product and quality.

Starting early

John Parker, executive vice president of Mazda Motor, says the U.S. product development group has been too far upstream to make major r&d contributions.

"We haven't had a deep understanding of North American consumers. Now we're looking at feature content, driving dynamics, how to set up the transmission for North American driving circumstances," Parker says.

Being out of touch with the United States seems like a rookie mistake for a company that splits its 800,000 global sales evenly among Japan, Europe and North America.

To be fair, Mazda developed much of its current product line when the company was under financial duress. That meant Mazda funneled r&d spending into making the Mazda3 and Mazda6 global cars, without looking at regional differences.

Mazda is only now embracing the idea that there are major differences in vehicle dynamics among markets, says Joe Bakaj, Mazda Motor senior managing executive officer for r&d.

Americans want less shift shock from automatic transmissions, even if it sacrifices power. They want less lane drift, even if that makes for a loose on-center feel from the steering wheel.

"The American driver doesn't want to float down the road, but he does want isolation from hard shocks from impact strips or rough tarmac," Bakaj says.

U.S. preferences

Some of the other dislikes include:

>>> Seat backs and cushions are too small for many Americans.
>>> Cupholders are too small for Big Gulps and Starbucks grandes.
>>> Climate control systems can't handle cold winters and hot summers.
>>> Mazda has been late to the party with telematics connections for iPod, Bluetooth, satellite radio and navigation systems.

Then there are problems with basic vehicle layout. The gearshift on the Tribute's steering column interferes with access to radio controls. While Japanese drivers like the MPV's windshield wiper controls on a single stalk, Americans like their rear-window wiper controls to be separate.

Bakaj said these changes would require technical measurements well beyond the scope of "seat-of-the-pants engineering."

Mazda's U.S. engineers will get assistance from parent Ford Motor Co. test centers in Michigan and Arizona.


http://www.autoweek.com/news.cms?newsId=101701

[mp3moose]

Noo!!

[noclue119]

Oh god... If this is the case will I'm not buying another mazda.

[KpaBap]

so much for making driver's cars, thanks to the fat fuck that has to shove donuts in his face while drinking a jug of coffee, reading the newspaper and talking on the cell phone while driving

fuck you all brainless commuter robots...fuck you all to hell

[noclue119]

so much for making driver's cars, thanks to the fat fuck that has to shove donuts in his face while drinking a jug of coffee, reading the newspaper and talking on the cell phone while driving

fuck you all brainless commuter robots...fuck you all to hell

That is right.. I enjoyed my Mazdaspeed cuz it was not a smooth and quite car. But instead, i enjoyed it when i turned on a dime.

[MsProtege]

Thats why the 3 is more powerfull then the Pro but "feels" slower, or less nimble.

Personally Im happy with the "stiffer" ride, it suits our needs just fine (as people who tune and want to increase the performance of the car), but mass public doest feel the same way. In Quebec the 3 is the most sold vehicle, and it caters to a American market more then the Protege as it has a more cusiony feel. (That sucks)

I would prefer if they continued more with the Principles of the protege (stiffer ride, sharp razor handeling)but stenthen the block.

[JOS3]

wtf. well that a bunch of horseshit. when i think of mazda, i think 'enthusiast car.' now they want to turn some of the best cars on the road into blandmobiles becauase half of the fucking country is a bunch of overweight, latte-guzzling, cellphone using, idiot. i have an even better idea for mazda to sellout, why dont they kill their entire car lineup and only sell suvs in the US. yeah, since fat ass amercians love to drive them and consume as much oil as possible, this would be perfect. also, the extra size would allow for 1 gallon cupholders, lazyboy seats, and ac vents coming out of everywhere.

i guess my p5 will be the first and last mazda ill ever have.

[wongpres]

Relax,

On the one hand people on forums are complaining about shift shock in certain situations from certain Mazda3 & Mazda6 auto tranny's, and yet when Mazda says there looking into it people are also complaining (sheesh, can't please anyone).

Ditto for adding things like iPod integration, where it's all over the Mazda3 audio & electronics section.

And so Mazda wants to make the cupholders larger, that's good for the general public, and has no affect to those who don't allow food or drink in the car (other than the cupholder taking a little more empty space, but it has a cover anyways when not in use).

Mazda's not stupid, they're not going to completely change their DNA (the last-gen 626 is not forgotten). Mazda's just going give their US cars more attributes that better fit the US market - 'customer delight' is a Mazda DNA trademark and these are just examples where Mazda's trying to better cater this trademark to the US market.

[ONRAILS]

This is exactly why I bought the msp when I did. I loved the handling, the sub $30k european sports compact feel. Fucking hate all this dumbed up "american way" bullshit, in cars.

[M=SP^2]

I don't understand why you'd spend millions of dollars on the "zoom-zoom" campaign, then ruin it by making mazdas softer and fatter. Soul of a sports car my ass.

[blynzoo]

Wongpres says some good things. I have no problem with anything they listed above except handling.

lol, I think EVERY true mazda owner screamed (AUGHGHGHGH!#!@@#GF#$)(H@##$GH*(#$TY#$Y$#T#$) when they read that (I did). Mazdas are the last CHEAP cars to retain the stiff, responsive drive that drivers love.

Looks like I'm going for used Bimmers after this car. Dammit.

[Familia323]

fucking lazy americans ruining everything... I don't give a shit about cupholders, or multiple stalk controls. I like how tight the steering wheel feels and being able to feel the road, even if that means feeling like the car is going to collapse when you accidentally hit a pothole.

[Mikey444]

so much for making driver's cars, thanks to the fat fuck that has to shove donuts in his face while drinking a jug of coffee, reading the newspaper and talking on the cell phone while driving

fuck you all brainless commuter robots...fuck you all to hell

I'm with you to the end on that. I love my Mazda the way it is, I dont want a loose feeling steering wheel to counter drift effects, fuck I can live with that, bigger seats, oh shit, and bigger cup holders? WTF!!! Are they like encouraging us to drink and eat while driving (Aint that like talking on the cell phone?), I dont allow anything food in my car and only beverage allowed is water.

G-d damn it, Mazda cars are fine the way they are, they should just leave it like it is.

[RobMP5]

I just don't hope that they don't start building all Mazdas in the US to try to get more of that American feeling...if so we are in BIG trouble.

[Dexter]

Thats gay.

[Pretzellogic]

That article makes me want to go out and scalp somebody.

[Foolish]

They want less lane drift, even if that makes for a loose on-center feel from the steering wheel.

You want less lane drift? Pay more attention to your driving!

Idjits!

[p5power]

damn american commuters! (bang) they're ruining it all for the people who actually enjoy to DRIVE! (rockon)

[Hughes412]

Funny you said that, I just emailed them this link!

[flat_black]

What the hell? I think they should appeal more to the demographic they already have; The people who appreciate accident avoidance capibilities, and actually DRIVING a car, rather than RIDING one behind the steering wheel and being able to plow into things 'safely', instead of dodging them in the first place.

Give me higher compression, fewer cats, stiffer suspension, super-touchy throttle response, retina-detaching brakes and a 13:1 or lower steering ratio... That's what real drivers like me want, damnit. =)

[theice]

The "feel" of the ride in my pro is about all I like about it.......other than the styling, of course. I hate the numb ride of other econo-vehicles.

This really sounds bad for me becoming a loyal customer.

[daperspeed]

Mazda becoming Toyota?? No, say it aint so!?!

That would truly be a travesty..we've got to do something...petition? ;)

[tonkabui]

it's a sad day when the only japanese automaker who strives to be like bmw and audi driving machines suddenly goes towards buick and ford boats. i bet it has less to do with mazda and more to do with ford. when more hype was given to the mazdaspeed than to the focus SVT, ford probably shat themselves. oh well. this sucks.

[gato9lives]

What the fuck!!! I'd seen the msp but not driven it when i showed up at the dealership where I bought my car. I went to look at a mazda 6 and work its performance from there. Then I drove the msp and bought it instead. Alot of people in this this country spend a money in theirn car only to spend alot of time and money to drive like a car thats already built but not sold here. Just ask anybody on this forum. I'd rather have a twin turbo 300hp engine than a big ass cup holder,or seat for a fat ass.(butt) when mazda made the rx-8 they almost had it, 4doors,50-50 balance,different new styling. Somehow though they only made it with 230-250hp. Learn from then last rx-7 and other cars like the toyota supra tt. There would'nt be an aftermarket if there werent a demand (sic).

[Mikey444]

You want less lane drift? Pay more attention to your driving!

Idjits!

cant agree more (protest). Why favor the below average american, fuck them, they should not be on the road in the first place, why encourage them to drive? A sporty looking car, which is what goes into all Mazdas except there trucks is meant to have a sporty ride, not that of a buick in which you feel like you are floating on the road all the tim, you dont even know that the car is slipping until it's already in the ditch. You want a car that drives like a buick, go buy a buick dont make Mazda turn all the good stuff into shit.

[dmitrik4]

it's a sad day when the only japanese automaker who strives to be like bmw and audi driving machines suddenly goes towards buick and ford boats. i bet it has less to do with mazda and more to do with ford. when more hype was given to the mazdaspeed than to the focus SVT, ford probably shat themselves. oh well. this sucks.

i'd bet it has less to do with ford and more to do with watching toyota and honda follow this exact path straight to mega-bucks.

hell, honda has ruined the civic from an enthusiast standpoint, and the only consequences have been ever-increasing sales.

hopefully mazda learns from subaru's experience. remember when subaru tried to be honda in the early 90s? they figured out pretty quick that they were better off being subaru. it's worked out well for them.

the thing that puzzles me is that mazda is coming off one of its best sales years in history...brought about by "un-americanized" products. why change?

[Glowspeedp5]

BOOOOOOOOOOOO MAZDA. FORD CANNOT SELL SHIT OTHER THAN AN F150 F250 and F350. FOCUS are horrible. Smaller cup holder means less sugar which makes smaller asses. Use common sense. If they need a fat seat than buy a Buick........

I like my car how it hols the road. I have no floaty feel. If I wanted that I would of bought a FOCUS, HONDA, and toyota.

I know Mazda gets on here. Mike has told me lead eng for mazda usa..........

[cable43]

I'm an "American", no one asked ME!!!!!

cup holders.......??? Fucking cup holders?!!!!!!!!!! I could give 2 fucks about a cup holder.

[dominoy2k1]

cool. i think its a good idea.

[Rism]

this thread is hilarious

[Brian MP5T]

Good Read...

[Mr. Win]

i bet they build a giant truck next. hahahah

[chuyler1]

You know...I thought it was just me but my P5's heating system cannot keep up with 0-10 degree days. I wear a hat to work. I could care less about what people want out of their automatic transmissions or the size of their cup holders. However, if they mess with the steering and handling I won't be buying another Mazda.

[hoops]

Are they like encouraging us to drink and eat while driving (Aint that like talking on the cell phone?), .

No, but Mazda seems to be encouraging us to smoke. Given the ridiculous amount of space on the console they dedicate to smoking (my last car had an optional ashtray that fit in one of the actually usable cupholders), I'd say they want to discourage drinking and eating and encourage smoking in the Mazda3. Aside from the six-but-none-useful cup/bottle holders and the el cheapo front plate bracket, I love my M3.m To be honest, the ergs are designed for Japanese. I've gotten used to it, but the gas and brake are designed for Japanese feet. My feet are 14EEEE and it took some getting used to the brake and gas. I actually drive with my big toe.

[J dragon]

Mazda is slumming big time....but hey remember guys we can still purchase suspension and handling upgrades....so it will be all good

[chuyler1]

Do they have frost heaves in Japan?

Speaking of ergonomics, I was at the dealership yesterday getting my four-wheel alignment. While I was waiting I wandered around and sat in all the cars. Does the MazdaSpeed Miata have an adjustable steering column? I'm 6'3" and I could barely get my foot on top of the clutch with the seat all the way back. I had to pull my knee way off to the side and it was still right up against the steering wheel. There was no way I'd be able to drive like that.

[SilverBulletES]

This thread is hilarious.

I sat in a Mazdaspeed too Chuyler and I felt a tad squinched and I'm not quite as tall as you. My head was rubbing the headliner. Maybe the 3rd generation will be a little bit better in that regard.

On the other hand, I'm planning to buy a first or second generation when my car is paid off. I'll just rip out the factory seat and stick a racing seat lower to the floor.

However, I lived in Japan and my car had a shitload of headroom:
http://english.auto.vl.ru/catalog_photos/mitsubishi/minica_toppo/mitsubishi_minica_toppo_12190.jpg
No I didn't pick it out--- it was given to me by my board of education.
3-fucking cylinders displacing 660cc and an automatic transmission.
It had pretty fun handling though.

[chuyler1]

That must be an inside joke...they prolly give those cars to all americans and laugh at them. HAHAHA you tall fuck!

[SciFiMan]

That's the movie "iRobot"; 90 percent of Americans want a brainless, non-involved transport to work. They'll keep the Speed versions of models around for us, I hope, but Mazda wants to capture all the shoppers that walked away and went with Honda and Toy. It's a sound business decsion but in the trade off they are bound to lose some of us true Zoom-Zoom buyers. Had the softening taken place a couple years ago I'd have 58K miles on a Corolla S now (mpg was a big factor, but my LX gets 29mpg and that's close enough for me).


Mazda becoming Toyota?? No, say it aint so!?!

That would truly be a travesty..we've got to do something...petition? ;)

[SlimMilkMan327]

I think the value of a used protege 5 will go shooting through the roof after next years crappy mazda lineup

[SciFiMan]

If Mazda does watch the forums, can one of y'all please tell me why y'all put such shit tires on at the factory??? I mean really, the RE92? I wouldn't use those to burn out tree stumps. And don't say cause you get a great volume purchase deal- you could get that from Toyo too. You want Zoom-Zoom built-in, give me some Proxes 4's off the dealer lot.


...I know Mazda gets on here. Mike has told me lead eng for mazda usa..........