Mazda's local partners Bermaz Motor Sdn
Bhd seems pretty committed towards the brand here in Malaysia as
they've recently unveiled their largest showroom in this region
(Southeast Asia). Four stories tall with two display areas, a
workshop and office totalling 130,000 square feet is pretty large for
a brand that is only starting its revival locally.
Those that are old enough would
remember that Mazda sold in decent numbers in the 1980s with the
Mazda 323, 626 and after Proton came along, things got quieter and
quieter and quieter for the brand. Only AP or grey imports (RX-7s
usually), the Bongo vans and the 4x4 kept Mazda afloat until Bermaz
took over a few years ago.
I suppose this is also due to the
strength of the Mazda cars – the Mazda 3, Mazda 6 look and drive
great and now they're pushing their holistic car concept called
SkyActiv, things are bound to be better. SkyActiv is Mazda's total
concept for car engineering. They intend to concentrate on building
conventional (non hybrid or fuel cell cars) utilizing their know-how
and technology to the fullest making the most efficient engines,
transmissions, body and chassis. Every efficient part translates to
total fuel savings and vehicle efficiency. I personally believe this
is quite true as a leaner, meaner car usually gives the best
performance.
Anyway, Mazda also believes that hybrid
technology means batteries that have toxic chemicals in them (or in
their manufacturing processes) and are therefore not as
environmentally friendly as they may seem. I see this is actually
true especially in Malaysia where we don't even know how our used
batteries are disposed. Do we even care?
Mazda also believes that fuel cell
technology or other forms of alternative fuel would need lots of
investment, and Mazda being Mazda, one of the smaller producers of
cars in Japan does not have the financial strength to simply pour
money down strange technology at the moment.
Anyway, Mazda's SkyActiv seems like a
good bet for this company and one which we will be seeing more in
cars like the Mazda CX-5 which was displayed together with the new
Mazda BT-50 pickup (no SkyActiv tech here as yet but eventually Mazda
will ensure that such technology will trickle down to its diesel cars
– very important in European markets where diesel is popular).
So aside from the food, pretty
usherttes, an equally gorgeous emcee, string quartet and a kendo
display we had the President and CEO of Mazda Mr Takashi Yamanouchi attending the launch
together with the Ambassador of Japan to Malaysia, Mr Shigeru
Nakamura (who incidently arrived in a Lexus – can't blame the chap)
as well as chaps from three different Mazda clubs in Malaysia – the
Mazda Club, Mazda 3 club and the RX-8 club. The Mazda 3 club
president must have spent the whole afternoon doing up his hair and must have used a ton of styling gel in the process. Well dress chap he was anyway, here seen receiving a momento from Mr Yamanouchi .
Anyway, Mazda via Bermaz intends to
ensure that its customers get the best Mazda experience they can find
outside of Japan. They are currently offering Mazda customers 3 years
free maintenance (inclusive of spare parts) and 3 years warranty.
Tyres and brake pads aren't covered though. This little gesture
enhances their “peaceful ownership experience” promise and
actually is pretty good. I somehow think 3 years is good enough as
most Malaysians end up changing so many things to their cars after
the first few years voiding their supposed 5 year warranty given by
some manufacturers here.
So things are fine and dandy on the
Malaysian front. Customers get a nice Mazda experience and Mazda
hopes to increase their sales to at least 9,000 units per year. They
had sold 6,000 units in 2011 and this was a good increase from the
tiny 800 or so units sold three years prior, when Bermaz first took
over Mazda in Malaysia.
At the press conference which I attended whilst other non-media guest were already busy having dinner, those of us were given the opportunity to ask some questions. We found out that Mazda will launch 8 new models over the
next 5 years. All will be SkyActiv based cars which I presume would
include the new Mazda MX-5 Miata. No sign of a rotary engined RX-7 or
RX-8 replacement soon as when asked, the CEO of Mazda wasn't letting
any information leak. He only mentioned that there will be a coupe
launched as part of the 8 new models planned.
I personally asked whether Mazda will
build budget cars like the Toyota Vios or Honda City. He answered
that Mazda will not go the regional specific car route and will focus
on quality and build on its current line-up. No sacrifice in quality
for more sales. A good thing as I really dont' really like cars like
the Vios, City and especially the made specifically for China but
sold here Peugeot 207 sedan. We don't need more third world sort of junk.
Go further below to read the official press release and more photos.
