Mazda seems not only to have several issues but also opportunities. Above all, relatively recent issue is technical problem. Meanwhile, it is also true that the sale which was declining show the tendency of increase. Furthermore, rotary engine which regarded as symbol of Mazda and was discontinued in 2011 has a possibility of revival as New RX-7. Hence, Mazda might be in an important moment for its second heyday.
– The recall from technical failure: Door Latch Issue
Mazda is recalling certain 2009 through 2013 model year Mazda 6 cars to fix a problem with door latch mounting screws that could come loose.
– Mazda’s Identity: The production discontinuance of rotary engine.
As rotary engine(or Wankel engine) which is represent Mazda, the engine discontinued from production in August 2011.
Reason 1 : Poor sales
In case of RX8 which was the last model equipped the Engine, its production had peaked at about 23,000 in 2004 but it was declined to under 1,000 in 2011.
Reason 2 : Environmental issue
Some of Japanese car makers could not fulfil the emissions standards in Europe, called ‘Euro 5’ and Mazda was also encounter it.
– Positive outlook in sales
According to Autonews, Mazda’s production was increased by 19% in September 2013, it could get out of the decline for last four month at last. Although, this one month cannot immediately recover finance situation of Mazda, it shows that a positive outlook to become visible as a small and independent auto maker. This uptrend seems to be due to their new technology, SkyActiv which can improve fuel efficiency and exhaust.
– Possibility of revival of rotary engine with SkyActiv.
Mazda CEO, Takashi Yamanouchi, announced that the company is still committed to producing the rotary engine in November 2011. He also mentioned SkyActiv technology and now, it was already applied CX-5. In 2012, he said resurrect of rotary engine, which is that the RX-7’s introduction coincides with the 50th anniversary of Mazda’s first Wankel-powered car.
AutoBlog (2011). Mazda CEO charts how to reach 2 percent of world market, rotary engine far from dead [online] available from <http://www.autoblog.com/2011/11/16/mazda-ceo-charts-how-to-reach-2-percent-of-world-market-rotary/> [25 Oct 2013]
Auto Blog (2011). Mazda stops RX-8 production [online] available from < http://www.autoblog.com/2011/08/22/mazda-stops-rx-8-production/ > [25 Oct 2013]
Autonews (2013). Mazda sales uptick stirs rebound hopes [online] available from <http://www.autonews.com/article/20130610/RETAIL01/306109961/mazda-sales-uptick-stirs-rebound-hopes# > [25 Oct 2013]
The Car Connection (2013). 2009-2013 Mazda Mazda6 Recalled For Door Latch Issue [online] available from < http://www.thecarconnection.com/news/1087249_2009-2013-mazda-mazda6-recalled-for-door-latch-issue > [25 Oct 2013]
MSN Autos (2011). Mazda’s Rotary Engine Ceases production [online] available from < http://editorial.autos.msn.com/blogs/autosblogpost.aspx?post=5614e57c-ccd7-4671-84e3-d1d8b18c0e0d > [25 Oct 2013]
The Motor Report (2012). Mazda RX-7 Returning in 2017: Yamamoto <http://www.themotorreport.com.au/55336/mazda-rx-7-returning-in-2017-yamamoto > [25 Oct 2013]
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