The next step involves either hybridization or the addition of diesel offerings throughout the product line, but both add cost (and potentially, complexity). In March of 2009, Mazda jumped on the clean diesel bandwagon, favoring it for it’s lower cost and high reliability.
Weeks later, the automaker backpedaled, saying that it would embrace hybrids and electric cars in the coming years, instead of focusing exclusively on diesels and more fuel efficient gasoline vehicles.
In the years since, Mazda has invested a significant amount of money on its SkyActiv technologies, which extend to engines (both gas and diesel), transmissions and platforms. The net result is lighter vehicles, with greater fuel efficiency, that still retain the fun-to-drive factor that Mazda has always marketed.
Now comes word from Automotive News (subscription required) that Mazda is back to emphasizing the benefits of clean diesel. Mazda North America CEO Jim O’Sullivan called diesel “a good differentiator,” that would further Mazda’s reputation for “always doing something a little different.”
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